Today, Marketing Automation has become one of the strategic levers redefining how companies create value, connect with their customers, and operate in an increasingly complex and omnichannel environment. The evolution of technologies, the acceleration of data, and the emergence of new channels have led companies to face a profound change: moving from unidirectional communication to designing intelligent, relevant, and personalized experiences.
Automation is no longer about scheduling email sends or coordinating isolated campaigns. Its impact lies in the ability to create continuous conversations, understand customer behavior in real-time, and activate interactions that generate value at every touchpoint. This raises new challenges related to strategy, data management, organizational culture, and impact measurement.
Today, it is essential to understand how automation influences efficiency, personalization, operational agility, and user trust. Without a holistic vision, companies run the risk of staying on the surface, implementing powerful solutions without achieving the expected results.
One of the major challenges we encounter is a lack of strategic clarity. Organizations may have advanced technologies, but without properly defining what experiences they want to build, what data they need, or how to activate each interaction, automation loses meaning. Added to this is the critical importance of data quality: if the input is incorrect, the output will also be. Hence the need to integrate multiple sources, orchestrate all touchpoints, and ensure that the information is coherent and useful for decision-making.
Given this scenario, the need for a new business mindset becomes evident. Companies must stop viewing automation as an isolated tool and start seeing it as a transversal strategic axis. This implies fostering technical proficiency within teams, promoting true omnichannelism, facilitating conversational processes, and adopting an approach that integrates marketing, sales, service, and operations under a single vision: the customer experience.
Leadership plays a decisive role. The success of Marketing Automation will depend on the leaders’ ability to question what metrics matter, how to connect data with business value, and how to integrate these platforms into the operational model. Having this mindset will allow not only for tangible results but also for strengthening trust and improving the relationship with customers and internal teams.
In this episode of Digital Talks, we speak with Paula Quirós, an expert in CRM, automation, and Salesforce solutions. With over 20 years of experience in the technology sector, Paula currently leads the CRM and Marketing Automation area at FiT (t2ó One group) and is the founder of Cloud Coaches, where she has trained hundreds of professionals in this discipline. Her vision helps us understand how automation is evolving and what the essential steps are for a company to successfully implement it.
🎧 What you will hear in this podcast:
- The true purpose of Marketing Automation beyond email.
- How the sector has evolved toward true omnichannelism.
- The most common mistakes when implementing automation strategies.
- The critical importance of data and strategy.
- How an organization changes when moving from a basic CRM to advanced automation.
- The role of generative Artificial Intelligence within these platforms and its impact on content creation.
- The need for a new business mindset to leverage the full potential of automation.
We await you at Digital Talks by t2ó ONE! The episode is now available on Spotify, Apple Podcast, YouTube, and iVoox. 🎧
If you liked it and find it interesting for your business, don’t miss the other episodes—learn from and with the best. 🤓
