New Software Delivery Model
Today’s leading marketing automation companies provide their solutions using software as a service (SaaS)—meaning marketers could access the tools in a browser with little or no IT support. Also, these solutions are sold as a recurring subscription, so marketers can buy them using operating budgets instead of making capital investments.
These two factors are critical. Unfortunately, marketing is seen as a cost center at most companies. This made it a challenge for marketing to get the capital investment and IT support needed by traditional solutions. At the same time, though, marketers have large discretionary operating budgets that they easily spend on marketing programs such as tradeshows, online advertising, and ...
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