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In 2021, 60% of leaders reported that the process for This trend is likely correlated with the rise of no code keeping data up-to-date between tools was somewhat adoption, possibly because the drawbacks teams or completely manual. This year, that number dropped typically face with tool expansion (duplicated data, more to 46%, and there was a 35% increase in automation manual work, deeper siloes) are mitigated by the ability usage between 2021 and 2022. Most tellingly, teams who to automate and customize workflows—key reported automate data synchronization are almost twice as likely benefits of no code usage. to meet their objectives and goals, compared to teams who sync data manually. Manual vs. automated: The process for synchronizing data across marketing tools Completely manual to equal parts manual and automated Mostly automated to completely automated 2021 Marketing Trends Study¹ 60% 40% 2022 Marketing Trends Study; 46% 54% Manual vs. automated: The percentage of marketing teams who meet their objectives/goals ‘almost always’ Process for synchronization of data across marketing tools Mostly manual to equal parts manual and automated 15% Mostly automated to completely automated 28% To solve the problem, Heather built an automation on Airtable that updates timelines across all Panavision workflows, calendars, and databases whenever a movie release date changes. In doing so, she saved 20+ hours a week, reimagining how her team spends its time—not only to increase productivity, but also to elevate the entire employee experience. 23 Airtable 2022 Marketing trends report

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