Digital technologies automating marketing and sales activities are rapidly spread- ing. The adoption of Sales & Marketing Automation (S&MA) systems allows com- panies 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 custom- ers 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 quantita- tive 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 solu- tions for buyers and vendors operating in B2B.

Sales and marketing automation in the post-Covid-19 scenario: value drivers in B2B relationships, 2021.

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

Corsaro, Daniela;Olivieri, Mirko
2021-01-01

Abstract

Digital technologies automating marketing and sales activities are rapidly spread- ing. The adoption of Sales & Marketing Automation (S&MA) systems allows com- panies 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 custom- ers 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 quantita- tive 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 solu- tions for buyers and vendors operating in B2B.
Inglese
2021
A stampa
Settore SECS-P/08 - Economia e Gestione delle Imprese
3
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10808/39405
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