There Is No Magic

By Gil Cargill, Sales Acceleration Coach

One of the benefits of having been in the sales coaching, consulting, and training business for the past 40 years is that I've had an opportunity to see a lot of so-called magical solutions come through our industry. There have been training programs with hypnotic closes associated with the program. There have been all kinds of gadgets and devices intended to help salespeople sell more.

With the advent of the PC (yes, I was in practice before the PC was on the scene) and now smartphones and apps, there is a proliferation of technology-based tools, all intended to help salespeople sell more. Most recently, there has been a stampede to embrace marketing automation platforms. These platforms can do a ton of good for some companies in some situations. Please notice the emphasis on the word some.

As with all the other magical solutions I've seen over the past 40 years, marketing automation has a place. But, more often than not, it doesn't fit where its purveyors and vendors claim that it fits. I have yet to see one solution that works for everybody all the time. It could exist, but I have not yet seen it. Here's the real scoop.

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