Sales and marketing automation in the post-Covid-19 scenario: value drivers in B2B relationships

Daniela Corsaro (), Isabella Maggioni () and Mirko Olivieri ()
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Daniela Corsaro: IULM University
Isabella Maggioni: ESCP Business School
Mirko Olivieri: IULM University

Italian Journal of Marketing, 2021, vol. 2021, issue 4, No 5, 392 pages

Abstract: Abstract Digital technologies automating marketing and sales activities are rapidly spreading. The adoption of Sales & Marketing Automation (S&MA) systems allows companies to improve their marketing campaigns, track their customers’ journey and generate real-time insights to respond to customers more efficiently and effectively. The Covid-19 pandemic has further increased the importance of S&MA as customers have massively shifted towards digital channels to interact with businesses and purchase products and services. In this paper, we investigate how S&MA generates value for companies in the post-Covid-19 scenario, adopting the perspective of the buyer organization. Based on insights generated through a qualitative and quantitative research, we propose a conceptual model explaining the value drivers of S&MA in terms of benefits and sacrifices. Our research highlights that a mere focus on the technological side of these platforms limits the assessment of value generation as it is crucial to also consider customer-centric, operational and integration-based value drivers. By segmenting the S&MA value perceptions of different companies, this research also provides guidelines to develop, promote and implement S&MA solutions for buyers and vendors operating in B2B.

Keywords: B2B relationships; Covid-19; Sales and marketing automation (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s43039-021-00024-x

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