 Silver bullet or millstone? A review of success factors for implementation of marketing automationDaniel Murphy Cogent Business & Management, 2018, vol. 5, issue 1, 1546416 Abstract: With a current market size of more than $11 billion, expected to double within 5 years, more businesses are expected to acquire, implement, and update marketing automation systems in the near future. However, for all the promises of profit and organisational revolution, there is already a gap between those who successfully implement and use marketing automation and those who don’t. This paper reviews the small body of literature and publicly available research and reports to determine the key antecedents of marketing automation success. There are seven common factors that businesses should consider and follow pre, during, and post-marketing automation implementation. These include; the availability of the correct human resources and expertise, reviewing and implementing new business processes, correctly scoping the implementation project, gaining organisational buy-in, creating customer-centric content, continuing investment, and the setting of realistic expectations. Date: 2018 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:taf:oabmxx:v:5:y:2018:i:1:p:1546416 Ordering information: This journal article can be ordered from DOI: 10.1080/23311975.2018.1546416 Access Statistics for this article Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar More articles in Cogent Business & Management from Taylor & Francis Journals |
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