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Activation and orchestration
MAP
Marketing Automation Platform
A MAP automates campaigns, lead nurturing, scoring, and sales handoffs, usually with email and B2B processes at its core.
- When it applies
- It applies when there is a considered purchase cycle, several maturation stages, and explicit coordination between marketing and sales.
- What it is confused with
- It can overlap with a CEP but usually starts from automations and leads. A CEP places more weight on continuous decisioning, profiles, and varied channels.
- Architecture consequence
- Before choosing a category, decide whether the main problem is nurturing demand, coordinating experiences, or resolving customer state.