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David Raab re Marketing Automation Skill Shortage

Marketing technology analyst and consultant David M. Raab writes about the RightWave approach to the problem cited by “a recent Gleanster report found that 73% of top performers listed lack of skilled staff as one of the top challenges to success. Marketing automation vendors have adopted different strategies to deal with their problem including … providing services to run the systems for their clients. RightWave has taken that ,,, option to an extreme: it doesn’t even give clients the option of running the system for themselves. Instead, RightWave offers what it calls ‘marketing automation as a service’, gives each client access to staff members who will set up and execute campaigns for them.”Mr. Raab goes on to make the following additional points:

  • … the vendor comparison in our VEST report shows that RightWave’s core functionality – for lead generation, campaign management, scoring and distribution, and reporting – is on par with mid-tier leaders Pardot and Marketo
  • RightWave has the features to support pretty much any program marketers might want. More important, RightWave clients are more likely to actually run sophisticated programs because the RightWave staff will build them without the clients needing to learn how. RightWave staff also helps with data quality and analytics, two other areas where many marketing departments lack expertise.

Read the entire article by Mr. Raab at How RightWave Solves the Marketing Automation Skill Shortage.