How can organizations that want to embrace marketing automation determine the appropriate mix of enterprise technology, smart skill sets, intertwined processes and cross-departmental involvement? In this commissioned study by Forrester Consulting on behalf of Silverpop, you’ll learn how you can develop a winning marketing automation playbook, with insights on:

• Finding the right balance between strategy and action
• Collaborating within and beyond the marketing department
• Building real-time messaging programs based on customer actions
• Using higher-order metrics to demonstrate value