Part five: Business case for general automation platforms The return on investment of General Automation Platforms includes measurable improvements in business metrics and harder to quantify new capabilities that have the potential for step-function improvements to your business. The core business case for General Automation Platforms include the following: Top marketers grow contribution to • Faster revenue growth revenue by integrating tech • Lower costs Integrated Technologies All Others • More productive workers 32% GAPs produce faster revenue growth due to the benefits of 11% higher streamlining marketing and sales processes. Benchmark 21% studies from analyst firm Aberdeen Group show the 7.7% following: 53% higher 5.0% Contribution to Grow contribution to revenue revenue year over year Source: Aberdeen, ”The state of marketing technology: controlling the chaos” 35