There are typically 5 common, real-world reasons companies decide to change marketing automation software, framed the way your buyers usually experience them:

1. The system is too complex and no one actually uses it. The platform can technically do a lot, but it requires so much setup and maintenance that teams avoid it—or use only a fraction of its capabilities, squandering the company’s investment.

2. Sales doesn’t trust the automations. Follow-up isn’t “intuitive” so reps override the system. Automation is perceived as something that gets in the way of closing deals.

3. It doesn’t adapt as the sales process evolves. What worked before no longer fits, and changing the system feels risky and expensive

4. Reporting and attribution don’t answer leadership’s questions. Leadership can’t clearly see what’s working, where deals stall, or why revenue is unpredictable despite having “all the data.”

5. It’s been patched together over time and is now a mess. Years of duct taping, orphan tagging, dead wood and abandoned automations leave no one confident enough to improve or scale the system: Switching is easier than fixing.