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Calculating Marketing Automation’s Total Cost of Ownership

When used effectively, there is no doubt that marketing technologies help companies to excel in their overall business. This is true for marketing automation, BI, CRM, and other core platforms. However, there seems to be a real challenge in realizing the total cost of ownership of such platforms. While this post will focus on marketing automation, the same is true for other technologies as mentioned above. The number one mistake companies make when evaluating the cost of marketing automation is the fact that they are focusing on technology costs as the main cost element. While technology is an important ingredient in overall costs, it is far from being the main one. Let’s take a look at the main cost elements of marketing automation and how to optimize them. More →