Challenges of Marketing Automation: Linking MarTech & SalesTech

Bernd Skiera

NIM Marketing Intelligence Review, 2022, vol. 14, issue 2, 11-17

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.

Keywords: MarTech; SalesTech; Marketing Automation; EiPaaS; Artificial Intelligence (AI); Data Quality; Privacy (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/nimmir-2022-0011 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:14:y:2022:i:2:p:11-17:n:2

DOI: 10.2478/nimmir-2022-0011

Access Statistics for this article

NIM Marketing Intelligence Review is currently edited by Christine Kittinger-Rosanelli

More articles in NIM Marketing Intelligence Review from Sciendo
Bibliographic data for series maintained by Peter Golla ().