Let's be honest—most marketing automation implementations either become expensive email blasters or that thing everyone ignores because "it's too complicated." This session is about avoiding both those fates.  We'll cover the stuff nobody tells you before you sign the contract: Is your data a mess? (Spoiler: it probably is, and that's okay.) Does your team actually want this, or did leadership just decide you need it? What happens when sales and marketing aren't on the same page?  Then we'll get into the content piece—because automation is useless if you don't have anything to automate. Learn how to build a content engine that doesn't require hiring three new people, plus how to repurpose what you already have instead of starting from scratch.  And here's the big one: getting your team to actually use it. We'll talk about the real reasons people resist new tools (hint: it's not because they're technophobes) and what works to get buy-in. Walk away with a realistic game plan that acknowledges you're busy, your team is stretched thin, and you need this thing to work without becoming a full-time job.