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RESEARCH, ANALYSIS & TRENDS

ing it as extremely complicated. Only 15% consider • Implementation time-frame: 46% of marketing
implementing a marketing automation system un- influencers consider 4 to 6 months to be a reasona-
complicated. ble time-frame for completing the implementation of
a marketing automation system, while 31% think it
• Implementation resources used: Whether com- should be done in 3 months or less. Nearly one-
plexity is a perception or reality, it is the primary quarter (23%) believe implementation requires
reason that a total of 88% of marketing influencers more than 6 months.
outsource the implementation of marketing automa-
tion to some extent. Outsourcing also provides
skills and capabilities not always available in-house.

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