Alto Cloud’s VP of Sales & Service Dan Arra, has an interesting viewpoint when he deliberates with the host Jim Obermayer how marketing automation could be slipping into a rigid process that resembles an ERP solution. Dan feels this is not good for the salesperson or the customer. Arra argues that machine learning, when added to marketing automation can push personalized communications in real time to address a customer’s immediate interest. Real time, both agreed, is better than a salesperson getting around to answering a question a week after the person visited the website. This also agrees with Andy Paul’s philosophy in the book Zero Time Selling which he discusses in another SLMA Radio interview.
