Abstract
The successful implementation of any complex information technology (IT) solution is challenging, but integrating a marketing automation solution into an organisation brings additional and unique considerations. The key decision points range from how to perform appropriate business process modelling and requirements analysis, through to the selection of customer data integration technology, software applications and implementation partners. There are aspects of both art and engineering required to make this integration appear seamless. The current economic downturn places additional pressures on marketing and IT budgets, but a successful implementation of marketing automation systems can simultaneously cut costs and drive additional revenue. This paper identifies success criteria for marketing automation systems integration, and presents the four key factors influencing the outcome of such integration projects.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Direct, Data and Digital Marketing Practice
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
