In order for marketers to track and drive leads through the lifecycle, they must be equipped with the tools and visibility to allow them to meet their objectives. They must also be assured that both sales and company management understand their new role, since it is likely marketing will be delivering fewer leads (as far as actual quantity goes, though the quality will be significantly better).
Another key element to consider is what the lead lifecycle or marketing automation process should now be at the company not what it has been, mind you, but what it should be. Many companies have fallen into a process that simply just email list evolved. No one sat down and mapped out the lead lifecycle or marketing automation process based on best practice knowledge, or with a practical eye toward efficiency and effectiveness.
Remember, the marketing automation process is always the precursor to the sales process. Companies are very sophisticated about the sales process and the stages within those processes. Similarly, marketers should not look at what currently exists but at what is the optimum marketing automation process for their specific company. For example, what fits their specific product and services buy cycle? What fits their prospects best?