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Auswirkungen der Sales und Marketing Automation auf den Vertrieb

In: Marketing und Sales Automation

Author

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  • Philipp Moder

    (Phocus Direct Communication GmbH)

Abstract

Zusammenfassung Die Zeit, in der Marketing und Sales Automation lediglich Buzzword waren, sind vorbei. Hohe Wachstumsraten der Tool-Anbieter belegen eindrucksvoll, dass die Automation in der Mitte unseres beruflichen Alltags angekommen ist. Allerdings dauert es lange, bis eine neue Technologie ihr Potenzial voll entfaltet, wie das Thema Customer Relationship Management (CRM) belegt. CRM-Software gibt es seit den 90er-Jahren und die Nachfrage wächst kontinuierlich. Aber selbst heute schätzen Experten, dass immer noch zwischen 30 und 60 % der CRM-Einführungen scheitern (CRM Failures 2014). Ein Grund mehr, die Automation von Sales und Marketing Automation aus der täglichen Vertriebspraxis heraus zu beleuchten, die Veränderungen für den Vertrieb darzustellen und die kritischen Erfolgsfaktoren zur Erschließung der Vorteile zu bestimmen.

Suggested Citation

  • Philipp Moder, 2021. "Auswirkungen der Sales und Marketing Automation auf den Vertrieb," Springer Books, in: Uwe Hannig (ed.), Marketing und Sales Automation, edition 2, chapter 24, pages 339-350, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-21688-7_24
    DOI: 10.1007/978-3-658-21688-7_24
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