Marketing automation is the name given to software platforms designed to simplify repetitive tasks in a business. Originally designed for Marketing departments these platforms can now support most processes within a business from debt collection to sales quotations to customer service.
The technologies are able to react to predefined criteria and execute outcomes for tasks and processes. Because the execution is automated the routines can be very complex whilst still increasing frequency, accuracy and engagement with with audiences.
Marketing Automation is NOT the same as CRM. CRM technology is a small component of Marketing Automation. CRM systems are reactive, Marketing Automation Platforms are proactive.