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Automation von Marketing und Vertrieb

In: Marketing und Sales Automation

Author

Listed:
  • Uwe Hannig

    (Institut für Sales und Marketing Automation (IFSMA))

Abstract

Zusammenfassung Die Automation repetitiver Aufgaben in Marketing und Vertrieb steigert die Prozesseffizienz und die Effektivität von Entscheidungen. Trotz dieser Vorteile ging es mit der Digitalisierung in Marketing und Vertrieb im deutschsprachigen Raum bisher aber nur langsam voran, wie Studien des Instituts für Sales und Marketing Automation belegen, auf die im Beitrag eingegangen wird. Doch durch Corona haben sich zunächst die Vertriebsprozesse in der mittelständisch geprägten deutschen Wirtschaft und in der Folge auch die Einstellung gegenüber der Automation von Marketing- und Vertriebsprozessen deutlich verändert. Die Pandemie ist somit ein Katalysator für die digitale Transformation in Sales und Marketing.

Suggested Citation

  • Uwe Hannig, 2021. "Automation von Marketing und Vertrieb," Springer Books, in: Uwe Hannig (ed.), Marketing und Sales Automation, edition 2, chapter 1, pages 3-15, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-21688-7_1
    DOI: 10.1007/978-3-658-21688-7_1
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