Marketing automation can be of great help to a Marketing and Communication Department. It can help increase the efficiency of everyday work, by minimising repetitive actions such as sending e-mails or managing contact lists. It can become a “GO TO” tool, in cases where the number of customers/visitors is large or when the customer engagement path follows multiple funnels. Manual management is not feasible in these scenarios and processes must be automated. Sitecore offers Marketing Automation as an integrated tool in the Experience Platform, benefiting from the integration of all the other tools that are part of the suite (Massive Mailer, Campaign, Personalisation, etc). The adoption of marketing automation solutions is limited in Italy, but it has the potential to bring substantial benefits to the customer and save countless hours of manual work.