While marketing automation is relatively new and complex, it has many benefits including: improved lead management and nurturing, measurable results, enhanced targeting and personalization, seamless campaign execution and tracking, increased efficiency and productivity, as well as marketing and sales alignment. Furthermore, marketing automation shortens sales cycles and closes deals more quickly. According to @eMarketer, marketing automation software revenues are expected to increase from $3.65B in 2014 to $5.50B in 2019. - Link