Marketing automation
Marketing automation
Marketing automation uses defined triggers and rules to perform repeated marketing or customer-journey tasks. It can connect events, records and communications.
How it works.
An enquiry can trigger assignment, acknowledgement and a reminder for the responsible team. The workflow should define what happens when the record is incomplete, a duplicate exists or a connected service fails.
What to watch for.
Automation does not remove the need for an owner. A silent failure can leave a process looking complete while no useful action occurs. More steps also mean more dependencies to understand and maintain.
Put the definition to work.
Begin with a specific task and acceptance criteria. Test successful and unsuccessful paths, keep necessary logs and define a human fallback for exceptions the workflow should not decide alone.