Companies adopt marketing automation platforms to align sales and marketing tasks. But, lack of clear strategy, the inherent complexity of MAPs, poor data quality and inadequate technical skills can hamper the smooth hand-off process between the two teams, thus, resulting in reps working with less sales-ready leads. Marketers must utilize quality data and keep track of prospect behaviors to establish timely and relevant communication. This could back up succeeding tasks throughout the automation process which you will see on the next video.