Silver bullet or millstone? A review of success factors for implementation of marketing automation

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 betwee...

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Autor principal:	Daniel Murphy
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2018
Materias:	m31 m15 Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/5eb73cf6123e40d2bb0f43f11b1c0de7
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spelling	oai:doaj.org-article:5eb73cf6123e40d2bb0f43f11b1c0de72021-12-02T13:26:14ZSilver bullet or millstone? A review of success factors for implementation of marketing automation2331-197510.1080/23311975.2018.1546416https://doaj.org/article/5eb73cf6123e40d2bb0f43f11b1c0de72018-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2018.1546416https://doaj.org/toc/2331-1975With 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.Daniel MurphyTaylor & Francis Grouparticlem31m15BusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 5, Iss 1 (2018)
institution	DOAJ
collection	DOAJ
language	EN
topic	m31 m15 Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	m31 m15 Business HF5001-6182 Management. Industrial management HD28-70 Daniel Murphy Silver bullet or millstone? A review of success factors for implementation of marketing automation
description	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.
format	article
author	Daniel Murphy
author_facet	Daniel Murphy
author_sort	Daniel Murphy
title	Silver bullet or millstone? A review of success factors for implementation of marketing automation
title_short	Silver bullet or millstone? A review of success factors for implementation of marketing automation
title_full	Silver bullet or millstone? A review of success factors for implementation of marketing automation
title_fullStr	Silver bullet or millstone? A review of success factors for implementation of marketing automation
title_full_unstemmed	Silver bullet or millstone? A review of success factors for implementation of marketing automation
title_sort	silver bullet or millstone? a review of success factors for implementation of marketing automation
publisher	Taylor & Francis Group
publishDate	2018
url	https://doaj.org/article/5eb73cf6123e40d2bb0f43f11b1c0de7
work_keys_str_mv	AT danielmurphy silverbulletormillstoneareviewofsuccessfactorsforimplementationofmarketingautomation
_version_	1718393032599928832

Silver bullet or millstone? A review of success factors for implementation of marketing automation

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