Marketing automation success requires more than just software. It takes strategy, creative, and the right team. Whether you are new to marketing automation or have a platform in place, here are sample questions and a worksheet for organizations that have marketing bottlenecks.

Sales and Marketing Questionnaire

  1. Is the ideal customer the same for Sales and Marketing? If not, what’s different?
  2. How effective is the hand-off of leads from Marketing to Sales? Are the requirements clearly defined?
  3. Would your Sales team agree on Marketing’s assessment of the effectiveness? Why (not)? Would Management agree with Marketing’s assessment?
  4. Are there any other departments (Support, Operations) you’d like to involve in this implementation? What would you need to ask them?

Aligning customer marketing and Marketing Automation strategies can be challenging and time consuming. The right Marketing Automation platform and experienced external resource will streamline and simplify the process, ensuring that your Marketing Automation strategy is on-point, on-budget, implemented properly and optimized for success. Check back for Part 5.

To learn how to best use Marketing Automation to increase ROI, check out this article.

As a recognized Marketing Automation leader for the past decade, we work with firms to help them utilize their marketing technology to increase revenue. To see how we can help you, schedule a free consultation or email Lori Berson at

BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.