Marketing Automation is the use of Information Technology solutions to automate marketing processes such as Marketing Planning and Budgeting, Marketing Resource Management, Campaign Management, Interaction Management, Lead Management, Analytics and reporting, and other functional and vertical aspects of marketing functionality.

The use of marketing automation makes routine processes that would otherwise have been performed manually much more efficient, and makes some new processes possible. Marketing Automation solutions are supplied either is an integral part of Customer Relationship Management (CRM) systems, or as a stand-alone Enterprise Marketing Management (EMM) systems.