This is not a reflection on Salesforce, Pardot, Marketo, Eloqua et al.
It is just the frustration of having marketing operations focus on the technology and still not tackle the most important piece- the data. Often there is no budget left for this important piece.
I remember when I was marketing at Cadbury it was drummed into us marketeers that 50% of success (actual sales) came from "good, relevant data", 25% from the message and just 25% from the actual product itself. I can't remember the author - does anyone?
Looking at marketing in action I sometimes believe campaigns start from the wrong end.
Salesforce`s marketing automation arm, Pardot is the next step for marketers as it enables them to map out and analyse the customer journeys. Pardot offers the advantage of building intuitive emails and automating them, creating buyer personas, and comes with great analytics and reporting tools such as ROI reporting, lifecycle reporting and advanced email reporting