To a whole lot of marketers out there, marketing automation is like a wonder drug. "A tool that I can just set and forget, moving my contacts swiftly through the sales cycle with no additional work required? Fabulous! Marketing strategy solved!" The problem is, what these marketers don't realize is that using only marketing automation is never enough. In fact, in a 2011 Genius survey, more than 50% of respondents said they had not yet realized the value of their investment in marketing automation. It's as if marketers' investment in a marketing automation tool is as robotic as the tool itself. And truth is, if you're relying solely on an automated tool to nurture your contacts and leads to the point of a sale, you're going to have a really big problem on your hands. It's just a matter of time. Remember, drugs wear off eventually.