Publications

Download

Challenges of Marketing Automation: Linking MarTech and SalesTech

Download
Suggested Citation

Skiera, B. (2022). Challenges of Marketing Automation: Linking MarTech & SalesTech. NIM Marketing Intelligence Review, 14(2), 11-17. doi.org/10.2478/nimmir-2022-0011

Year

2022

Authors
Bernd Skiera
Publication title
Challenges of Marketing Automation: Linking MarTech and SalesTech
Publication
NIM Marketing Intelligence Review
Download

Challenges of Marketing Automation: Linking MarTech and SalesTech

Keywords: MarTech, SalesTech, Marketing Automation, EiPaaS, Articifial Intellegence (AI), Data Quality, Privacy

Abstract

The number of marketing and sales automation tools has grown tremendously over the past years. They enable automated marketing and sales support at scale and at low and often even zero marginal costs. Companies can pursue even small sales opportunities, and the sheer size of these sales opportunities can ultimately yield a growing and profitable business. But automation is not easy and often requires reorientation and significant investments. One of the largest challenges companies face is integrating data from different systems. A whole new category of mostly cloud-based services has developed to support companies. Enterprise Integration Platform as a Service (“EiPaaS”) solutions provide data integration support and compliance with privacy regulations.They assist companies in becoming tech-savvy and embracing information technology opportunities.

Authors

  • Bernd Skiera, Professur für Electronic Commerce und E-Finance Lab, Fachbereich Wirtschaftswissenschaften, Goethe-Universität, Frankfurt am Main, Deutschland, skiera@wiwi.uni-frankfurt.de
Share Publication

Other articles of the MIR issue “MarTech and SalesTech”

Here you can find more exciting articles of this issue.

To the entire issue

Hybrid Marketing Is Here to Stay: Preparing the Marketing Operation Environment

The pandemic-triggered distance didn’t just change how we collaborate and communicate, it also set marketers, consumers and businesses ...

Read more

Consumer Experiences with Marketing Technology: Solving the Tensions Between Benefits and Costs

The growing ubiquity of AI in consumers’ lives can be very convenient, but even if software developers and marketers strive to create ...

Read more

Building a Revenue Engine – Scaling Up Sales Automation

The scalability of sales automation is dependent on a company’s capacity to create and operate use cases. For businesses not systematical...

Read more

The Robot and I: The Rise of Hybrid Service Teams

Robot- and AI-delivered service offers unprecedented economies of scale as the bulk of the costs are incurred in development. Physical ...

Read more

Metaverse Marketing

Some activities you do alone in a virtual environment might be better or substantially cheaper in the metaverse than on the 2D internet ...

Read more

The Next Frontier in Intelligent Augmentation: Human-Machine Collaboration in Strategic Marketing Decision-Making

The boundaries of AI in decision-making are shifting from the operational to the strategic level, according to a recent survey of 500 ...

Read more

The Role of Technology in Modern Marketing: Interview with Scott Brinker, blog author and MarTech pioneer

Modern marketing relies increasingly on technology. This trend began more than a decade ago and got another boost during the ongoing pand...

Read more
Scroll to top