"Research revealed that the use of lead scoring was a key differentiator in effective marketing automation platform (MAP) adoption with 68% of Best-in-Class organizations reporting usage, while only 45% of Average firms and 28% of Laggards were able to follow suit for lead scoring. With phone-tracking functionality added to the marketing automation data pool, even richer lead scores can be developed based on call and call attempt metrics.

 

Overall, however, these are just a few of the pressures and possibilities at play behind the integration of marketing automation and phone tracking capabilities. Only time will tell how such integrations will actually play out"

 

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