Absolutely. A McKinsey study found marketing automation boosts productivity by up to 15%, yet 61% of companies still struggle with integration. One global case: Unilever streamlined 100+ brand campaigns using Salesforce, cutting campaign time by 33%. The key? Align tech with clear goals, audit workflows quarterly, and train teams continuously. Automation should feel like a lift, not a burden.

I had this challenge when a client’s email flows got too complex. I audited everything, cut low-performing branches, and rebuilt key journeys using modular templates. We also swapped clunky tools for one platform that handled email, SMS, and CRM in one place—cut time spent by 40% and boosted results by focusing only on what actually moved leads forward.

There is a very well written book on this subject called "Necessary Endings", by Dr. Henry Cloud. When Apple was failing and Steve Jobs came back to save it from "bleeding out", he did so by pruning the buds. They focused on what generated the best revenue and cut all the rest. There is only so much nutrients for a flower and the right buds must be prioritized for them to reach their fullest potential. If the marketing automation is draining time and resources, it's time to look at what is working exceptionally (necessary) and what is just working (nice to have), then make cuts. Don't be afraid to prune the rose bush without emotion being involved. You're not trying to kill the flower, just make it grow without hindrance.

in my opinion, this statement is actually a trigger to look back at how the role of human resources can be maximized in the long run. automation is important, but without the right strategy and the active involvement of a team that understands the business processes and goals, it can become a burden. optimization is not just about the tools, but also about how the people behind them are empowered to think strategically, innovate, and manage change. in the long run, investing in team competency development will result in a system that is more adaptive, efficient, and aligned with the company's needs on an ongoing basis.