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Marketing and Sales Automation as Enabler for Reengineering Corporate Communication

In: Marketing and Sales Automation

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  • Uwe Seebacher

    (University of Applied Sciences Vienna
    University of Applied Sciences Munich
    Institute of Management Technology (IMT)
    Institute of Management Technology (IMT))

Abstract

Communicative crises and shitstorms have increased extremely in recent years. The reason is simple as the contingency situation is dramatically changed. During the recent decades, we moved from 1-2-1 communication channels to All-2-All (A2A) interaction arenas. This requires 24/7 automated, digitized, predictive institutional interaction. Conversely, this means that the reengineering of corporate communication is more than overdue. Marketing and Sales Automation provides a perfect basis for this. This article reflects the results of an international research project evaluating and exploring how marketing and sales automation can and must be used as an enabler and lever for Reengineering Corporate Communication (RCC).

Suggested Citation

  • Uwe Seebacher, 2023. "Marketing and Sales Automation as Enabler for Reengineering Corporate Communication," Management for Professionals, in: Uwe Hannig & Uwe Seebacher (ed.), Marketing and Sales Automation, pages 447-472, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-031-20040-3_28
    DOI: 10.1007/978-3-031-20040-3_28
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