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Marketing Automation: Defining the Organizational Framework

In: B2B Marketing

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  • Alexander Mrohs

Abstract

Marketing automation plays the central role in inbound strategies. Marketing automation not only changes customer interaction throughout the entire customer life cycle, but also the way the organization works together. This chapter shows how marketing and sales are empowered by Marketing Automation and explain why Marketing Automation is an organizational framework and therefore a management issue.

Suggested Citation

  • Alexander Mrohs, 2021. "Marketing Automation: Defining the Organizational Framework," Management for Professionals, in: Uwe G. Seebacher (ed.), B2B Marketing, edition 1, chapter 8, pages 211-227, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-54292-4_8
    DOI: 10.1007/978-3-030-54292-4_8
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