The last few years have seen an explosion in the technologies to support the Enterprise Marketing Automation Vision (EMA), as an important pillar in meeting corporate customer relationship management (CRM) objectives. Much of the effort spent by organisations is on the selection and deployment of these technologies with little recognition of the central importance of people and process changes to the success of these projects. This paper outlines a framework for looking at the process change issues affecting the realisation of the EMA and CRM benefits.
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Doyle, S., Georghiou, J. Software review: A process change model to meet the Enterprise Marketing Automation (EMA) vision. J Database Mark Cust Strategy Manag 8, 176–182 (2001). https://doi.org/10.1057/palgrave.jdm.3240033