There is an eerie parallel between marketing automation today, and desktop publishing in the mid-late 1980’s.  Back then, the newfound ability to choose between so many fonts/sizes/styles gave the writer incredible power when it came to formatting and layout.  Some of what was produced was brilliant – but most was a disaster.  Today, marketers have been given similar superpowers: some superpowers are being used brilliantly, and some… not so much so.  (And some marketers don’t even know what these marketing automation superpowers actually are.)