Marketing automation could nurture leads and develop better relationships with prospects even before they interact with the marketing team. Much of the purchasing process is overseen by the marketing team. The team ensures that the data obtained from the leads is used through the automated marketing processes to achieve a better result. According to research, only a quarter of buyers reveal their interest in purchasing during the early stages of product development. The remaining majority gain interest in products and services as a result of automated marketing activities in the digital age (Chaffey et al 515). Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Marketing automation could inform customers; therefore, their ability to make a larger purchase. During the process of nurturing leads through automated activities, customers learn more about the organizations they have interacted with. Providing more relevant information to customers provides a platform that allows organizations to earn greater revenue through larger purchases that result from established relationships (Baker, Michael, and Hart 16). Marketing automation could provide visibility into customer behavior by gathering relevant information about their Internet activities. Marketers who understand their customers become more strategic in their communications as automated marketing tools make relevant information about their audiences available to marketers. Marketing automation could also prioritize leads by classifying them based on activities recorded by CRM tools. The scores could be useful in assessing the level of interest and intentions to purchase products or services (Baker, Michael, and Hart 38). Limitations of Marketing Automation It may be difficult to define clear objectives when automated marketing processes are used in conjunction with the CRM marketing tool. It is necessary for an organization to define a clear set of objectives that it strives to achieve by building a relationship with the customer. Most organizations that use CRM marketing tool do not have well-defined objectives that they intend to implement. On many occasions the objectives are not measurable; therefore, organizations cannot evaluate the benefits and challenges of using CRM (Baker, Michael, and Hart 385). It may be difficult to establish a core team that would work on implementing CRM in marketing. Many organizations seem to think that it is the IT person's duty to manage and control the entire process. It is a necessary requirement to create a competent team to start the CRM implementation process. Please note: this is just an example. Get a customized paper from our expert writers now. Get a Custom Essay Defining the automated marketing process could be a problem task for the organization. Without a clear project definition, it is guaranteed that the project will not be successful. It would be advisable for all aspects of the automated marketing process to be defined to ensure the safety and efficiency of the project. Additionally, it may be difficult to realign your automated marketing programs with your company's culture. It is necessary for business owners to map their operations with CRM application to provide a conducive environment to employees and users by keeping track of business operations (Baker, Michael and Hart 429).