Marketing Automation - Classic Oxymoron

Marketing Automation is a huge contradiction in terms.  The term "Automation" has served vendors like Eloqua and Marketo well over the years because it implies a "set-it-and-forget-it" service.  Experienced marketers know better.  Marketing Automation solutions are very sophisticated tools.  They can be very expensive - with features (bells and whistles) which most users only dream of using.  

Thus the problem, the "Marketing Automation" term over-promises and gives executives a false sense of confidence in their ability to benefit from the investment and implementation.  As if the tool was a "Rhoomba" vacuum...and by setting it up, every prospect and lead will be swept up and closed with scientific precision.  In my estimation, a tool like Eloqua is more like a very sophisticated sewing machine. I apologize for the comparison (because I always hated sewing - I ended up screaming for my mother every 3.5 minutes).  But - a sewing machine does not, after being set-up, create snazzy designer garments with ease.  Don't underestimate the patience, practice, and hours required to create a garment suitable to be worn in public.


I don't want to come off as being negative...because the Marketing Automation solutions have great potential.  May I suggest that it may be time for a change in vernacular?  Step one - lets begin the process of crowd-sourcing a more descriptive term.