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

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  • Daniel Murphy

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.

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  • Daniel Murphy, 2018. "Silver bullet or millstone? A review of success factors for implementation of marketing automation," Cogent Business & Management, Taylor & Francis Journals, vol. 5(1), pages 1546416-154, January.
    • Handle: RePEc:taf:oabmxx:v:5:y:2018:i:1:p:1546416
    DOI: 10.1080/23311975.2018.1546416
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    Cited by:

    1. Jarosławska-Sobór Sylwia & Dulewski Mateusz & Wasilewski Filip, 2019. "Automation Marketing in Research Unit — Real Value or Effectiveness Fantasy," Marketing of Scientific and Research Organizations, Sciendo, vol. 34(4), pages 21-42, December.
    2. Daniela Corsaro & Isabella Maggioni & Mirko Olivieri, 2021. "Sales and marketing automation in the post-Covid-19 scenario: value drivers in B2B relationships," Italian Journal of Marketing, Springer, vol. 2021(4), pages 371-392, December.
    3. Erica Mingotto & Federica Montaguti & Michele Tamma, 2021. "Challenges in re-designing operations and jobs to embody AI and robotics in services. Findings from a case in the hospitality industry," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(3), pages 493-510, September.

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