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Marketing and Sales Automation pp 447–472Cite as

Marketing and Sales Automation as Enabler for Reengineering Corporate Communication

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Part of the Management for Professionals book series (MANAGPROF)

Abstract

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).

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Notes

  1. 1.

    www.cdpnc.org. Accessed: February 3, 2022.

  2. 2.

    http://marchnata.eu/. Accessed 12/2/2021.

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Author information

Authors and Affiliations

  1. University of Applied Sciences Vienna, Vienna, Germany

    Uwe Seebacher

  2. University of Applied Sciences Munich, Munich, Germany

    Uwe Seebacher

  3. Institute of Management Technology (IMT), Ghaziabad, India

    Uwe Seebacher

  4. Institute of Management Technology (IMT), Dubai, UAE

    Uwe Seebacher

Authors
  1. Uwe Seebacher
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Correspondence to Uwe Seebacher .

Editor information

Editors and Affiliations

  1. Institute for Sales and Marketing Automation (IFSMA), Viernheim, Germany

    Uwe Hannig

  2. FYNEST International, Frankfurt, Germany

    Uwe Seebacher

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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

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