Marketing automation is increasingly becoming a goto tool for marketers. ‘Run your business on autopilot’ is a compelling proposition for those looking to increase conversions and retention efficiently or even better automagically. As a result up to 49% of businesses use (some kind of) marketing automation tools. Today’s marketing stacks have the potential to empower sales and marketing teams like never before. The ability to monitor and manage leads through the customer journey is extremely valuable. But as the popularity of marketing automation tools increases, we are faced with some deeper questions.