FULLFACT Inc. has released a free practical guide (white paper) titled "Restarting a Stopped MA" for MA (Marketing Automation) operations. This guide is a manual that organizes how to restart MA that has stopped running, even after subscribing to the tool, and its scenarios are not functioning. Background: MA Stops Not Due to Tool Selection Failure Even if MA can be subscribed to, its operation may not become established. Stoppages after only a few scenarios, scoring not used for sales decisions, monthly reports being generated but not reaching management for decision-making – such stagnation is not uncommon. However, concluding that the cause is vendor selection or insufficient budget can lead to the same stagnation being reproduced even if the tool is switched or the budget is increased. Stagnation can be broken down and organized into five elements: ambiguous objectives, excessive scenarios, unorganized data, depleted content, and lack of review. It is necessary to identify where the breakdown occurred and then systematically re-establish each element in order. What You Can Learn from This Guide A perspective to understand the structure of MA operation stoppages as a chain reaction of five elements: "ambiguous objectives / excessive scenarios / unorganized data / depleted content / lack of review" Six typical failure patterns organized into three layers: objectives, design, and operation, and the reasons why they recur even when changing vendors. A template for five items that should be confirmed before implementation or restart, translated into terms suitable for budget requests. A method to objectively define an "operating" MA state using three axes: KPIs, operational load, and improvement cycle. A neutral comparison of the current characteristics of HubSpot Marketing Hub, Salesforce Account Engagement, Marketo Engage, and Klaviyo, based on three axes: scope of work, number of personnel, and maturity. Three types of recovery paths for restarting MA from a singl