Lead Management Automation Unites Marketing and Sales

Abstract

Especially in Anglo-American countries, the support of sales is considered the most important task of marketing. In Germany, however, marketing has built up a different self-image over the years and sees itself as the master of market-oriented corporate management, with sales as subordinate element. Over the decades, this has led to an increasing demarcation and distrust between marketing and sales. Nevertheless, the digital transformation is now forcing the two departments to work hand in hand. This is most evident in the automation of lead management, as shown in the following article.