Communicative crises and shitstorms have increased extremely in recent years. The reason is simple as the contingency situation is dramatically changed. During the recent decades, we moved from 1-2-1 communication channels to All-2-All (A2A) interaction arenas. This requires 24/7 automated, digitized, predictive institutional interaction. Conversely, this means that the reengineering of corporate communication is more than overdue. Marketing and Sales Automation provides a perfect basis for this. This article reflects the results of an international research project evaluating and exploring how marketing and sales automation can and must be used as an enabler and lever for Reengineering Corporate Communication (RCC).
This is a preview of subscription content, access via your institution.
Tax calculation will be finalised at checkout
Purchases are for personal use onlyLearn about institutional subscriptions
Bacon, A. (2021). In U. G. Seebacher (Ed.), Strategic account-based marketing: How to tame this beast (B2B marketing. Management for professionals ed.). Springer.
Cook, V., & Wei, L. (2016). The Cambridge handbook of linguistic multi-competence (Cambridge Handbooks in Language and Linguistics). Cambridge University Press.
Frei, F., & Morriss, A. (2020). Unleashed: The unapologetic leader’s guide to empowering everyone around you. Harvard Business Review.
Gersch, M., & Sundermeier, J. (2019). Journal of Competences, Strategy & Management, 10. Rainer Hampp.
Güpner, A., & Seebacher, U. (2022). Cracking the code for successful career entry: With the 7 all decisive personal competencies, many tips, templates and checklists! AQPS.
Peris-Ortiz, M., & Lindahl, J. M. (2016). Sustainable learning in higher education: Developing competencies for the global marketplace (innovation, technology, and knowledge management). Springer.
Schüller AM (2016) Touch. Point. Win. Communication in Times of Digital Transformation. Offenbach. Gabal
Seebacher, U. (2021a). Template-based management. A guide for an efficient and impactful professional practice. Springer.
Seebacher, U. (2021b). Predictive intelligence for data-driven managers: Process model, assessment-tool, IT-blueprint, competence model and case studies. Springer.
Seebacher, U. (2021c). Data-driven management: A primer for modern corporate decision making. AQPS.
Seebacher, U. G. (2021d). The B2B marketing maturity model: What the route to the goal looks like! In U. G. Seebacher (Ed.), B2B marketing. Management for professionals. Springer.
Seebacher, U. G. (2021e). The B2B marketing ecosystem: Finding your way through the world of colorful B2B terms! In U. G. Seebacher (Ed.), B2B marketing. Management for professionals. Springer. https://doi.org/10.1007/978-3-030-54292-4_2
Seebacher, U. (2022). Reengineering corporate communication: A marketer’s view with process model, self-assessment and more than 20 templates. Springer.
Spencer-Oatey, H., & Franklin, P. (2009). Intercultural interaction competence (ICIC). In Intercultural interaction. Research and practice in applied linguistics. Palgrave Macmillan. https://doi.org/10.1057/9780230244511_3
Turner, P. (2021). The making of the modern manager: Mapping management competencies from the first to the fourth industrial revolution. Palgrave Macmillan.
Weiss, C. (2016). Human resources strategy and change: Essentials of workforce planning and controlling. In M. Zeuch (Ed.), Handbook of human resources management. Springer. https://doi.org/10.1007/978-3-662-44152-7_111
Editors and Affiliations
© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Seebacher, U. (2023). Marketing and Sales Automation as Enabler for Reengineering Corporate Communication. In: Hannig, U., Seebacher, U. (eds) Marketing and Sales Automation. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-031-20040-3_28
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-20039-7
Online ISBN: 978-3-031-20040-3