Marketing and Sales Automation as Enabler for Reengineering Corporate Communication

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).