Automation is therefore part of that customer centralization process that presupposes the elimination of process, communication and data silos between all the functions that take part in the customer journey (in particular, marketing, sales and service). Indeed, we could argue that automation represents an accelerator of the transformation towards the RevOps paradigm , based precisely on the synergic integration between the divisions that govern the customer journey.
Working “ behind the scenes ”, continuously acquiring data, accelerating cross-functional processes, defining priorities and providing the right information at the right time, automation can accelerate the customer's passage from one touchpoint to another , guaranteeing a better experience regardless of how they decide to develop it. Many companies associate the term marketing automation with just email marketing, when in reality automation can involve a variety of tasks, processes, and activities throughout the customer journey: lead scoring, lead nurturing, social media marketing, lead management, audience segmentation, and A/B testing are just a few examples of areas that can be potentially automated.
