Abstract
Marketing automation is one of the big new trends in marketing. The term suggests that it is an innovation for marketing and merely about automating existing processes. But far from it. First of all, the goal of marketing automation is not to automate existing processes, and it’s not just about marketing. Marketing Automation has a very decisive impact on sales. Sales benefits from the successful implementation of Marketing Automation, but it also has to adapt to a new way of working and a new quality of leads. So the term “PreSales Automation” would actually describe much better the way the platforms work. This article shows what lies ahead for sales, which tasks they must prepare for, and how they can benefit.
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Schuster, N. (2023). Marketing Automation Changes Sales. 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_6
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DOI: https://doi.org/10.1007/978-3-031-20040-3_6
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