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2 NO B.S. Guide to Successful Marketing AutomationINTRODUCTIONPDQ\\%u0003GL%u037fHUHQW%u0003FRPSDQLHV%u00b7%u0003WRROV%u000f%u0003EXW%u0003GL%u037fHUHQW%u0003RQHV%u0003IRU%u0003GL%u037fHUHQW%u0003FOLHQWV%u0003DQG%u0003WKHLU%u0003GL%u037fHUHQW%u0003SXUSRVHV%u0011%u0003We are going to discuss software that will help you generate PRUH%u0003 DQG%u0003PRUH%u0003 SUR%u00c0WDEOH%u0003 VDOHV%u000f%u0003 RQ%u0003 DXWRSLORW%u000f%u0003 ZLWK%u0003OHVV%u0003PRQH\\%u0003invested in getting each sale. By the way, the fact that we will most likely be able to bring down your Cost Per Sale (we discuss this and several metrics later in the book) is not an excuse to spend less on marketing. Instead, our goal is to empower you WR%u0003FRQ%u00c0GHQWO\\%u0003LQYHVW%u0003PRUH%u000f%u0003WR%u0003JHW%u0003PRUH%u0003JURZWK%u000f%u0003DQG%u0003PRUH%u0003VSHHG%u0003of growth. A key goal of Marketing Automation is OHYHUDJH. This comes from power. The power to do more, do it faster, do it EHWWHU%u000f%u0003GR%u0003LW%u0003PRUH%u0003FRQVLVWHQWO\\%u000f%u0003DQG%u0003GR%u0003LW%u0003PRUH%u0003FRVW%u0010H%u0380FLHQWO\\%u0003VR%u0003that growth or expansion can be friction-less, and you can exert competitive advantage. 7R%u0003JDLQ%u0003WKHVH%u0003EHQH%u00c0WV%u000f%u0003\\RX%u0003QHHG%u0003WR%u0003KDYH%u0003\\RXU%u0003HQWLUH%u0003PDUNHWLQJ%u0003as a fully integrated SYSTEM, not day-by-day, reactionary, random acts. My co-author, Dan Kennedy, says that the more random you are, the less money and success you ever have. Randomness is the enemy. This is not a new success principle. Napoleon Hill included %u201cORGANIZED%u0003(%u037fRUW%u00b5%u0003DV%u0003RQH%u0003RI%u0003KLV%u0003%u0014%u001a%u000f%u0003in 7KLQN%u0003DQG%u0003*URZ%u00035LFK%u000f%u0003LQ%u0003%u0014ffi%u0016%u001a%u0011%u00037RGD\\%u000f%u0003ZLWK%u0003EXVLQHVV%u0003DW%u0003WKH%u0003VSHHG%u0003of light, and so much more to do, use, and manage than in the %u0014ffi%u0016%u0013V%u0003RU%u0003%u00b7%u0018%u0013V%u0003RU%u0003%u00b7fl%u0013V%u0003RU%u0003ODVW%u0003\\HDU%u0003%u000b%u0004%u000c%u000f%u0003GLVRUJDQL]HG%u0003H%u037fRUWV%u0003DUH%u0003QRW%u0003MXVW%u0003LQH%u037fHFWLYH%u000f%u0003WKH\\%u0003DUH%u0003GHDGO\\%u0011%u00036<67(0,=,1*%u0003\\RXU%u0003PDUNHWLQJ%u0003KDV%u0003moved from luxury to necessity.Technology can help you build out your marketing system IDVWHU%u0003 DQG%u0003PRUH%u0003H%u0380FLHQWO\\%u0003 WKDQ%u0003HYHU%u0003LQ%u0003 WKH%u0003KLVWRU\\%u0003RI%u0003EXVLQHVV%u0011I%u2019m reminded of T.J. Rohleder, who has been a very large and successful publisher of business courses and packaged business opportunities for decades. He built his company from scratch to category dominance before we had the tools we have today.And so Rohleder bought an old hospital to keep everything VWUDLJKW%u0011%u0003+H%u0003ZRXOG%u0003VHW%u0003XS%u0003GL%u037fHUHQW%u0003PDUNHWLQJ%u0003%u0012%u0003GLUHFW%u0003PDLO%u0003SLHFHV%u0003