Developments in B to B and B to C Marketing and Sales Automation Systems

Abstract

ABSTRACT Purpose This viewpoint article considers the impact of the latest developments in information and communications technology on the automation of and support for marketing and sales. It compares the situation in business to business and business to consumer markets and identifies the similarities and differences between the two. It compares the situation with what is being covered in academic literature – mostly CRM systems, social media and platform supply – and identifies gaps in academic research – with the purpose of giving clear guidance for academics who are researching or teaching in this area, from practitioners who are involved deeply in the area. Methodology The methodology is a review of academic and gray literature and conceptual analysis, with a strong autoethnographic input from the, one of whom is actively involved in delivery situations involving marketing and sales automations and the other in advising companies in this area. It draws on discussions with practitioners in leading firms, on the trade press, supplier case studies and the experiences of a leading marketing communications agency with its clients to identify best and normal practice. The discussions and advisory input are confidential so cannot be referenced. Findings The automation of marketing and sales activity is progressing quickly, supported by developments in information technology. The review of academic literature shows that academics tend to focus on specific aspects of marketing and sales automation and not on the comprehensive approach followed by leading companies. It is important for academics to keep up with these developments, by reading the professional literature, particularly that relating to comprehensive marketing and sales automation, and by becoming involved in projects with companies that are automating their approaches, focusing particularly on projects which aim to automate the entire marketing and sales process rather than individual parts of it. Practical implications Companies which are falling behind in their use of marketing and sales automation should consider how to embody it in their approach, on a comprehensive rather than a piecemeal basis. This would normally be initiated by a review of the company’s marketing and sales processes and comparison with best practice (overall rather than in specific areas), and then engagement with one or more suppliers of marketing and sales automation systems and services, to identify the benefits of the automation approach and the roadmap to its implementation. Research implications Academics should build into their career plans research projects which will bring them into direct contact with advanced practitioners of marketing and sales automation, probably by case study rather than survey work. This might be through collaboration with consultancy firms which require some secondary research or training inoput.