Marketing automation as a catalyst for business transformation in the B2B sector - A qualitative study

dc.contributorAalto-yliopistofi
dc.contributorAalto Universityen
dc.contributor.authorPutkinen, Lauri
dc.contributor.departmentTieto- ja palvelutalouden laitosfi
dc.contributor.departmentDepartment of Information and Service Economyen
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2015-02-18T12:06:02Z
dc.date.available2015-02-18T12:06:02Z
dc.date.dateaccepted2014-12-03
dc.date.issued2014
dc.description.abstractResearch Problem, Objective & Methods The digital era has revolutionized B2B sales and shifted the power from the seller to the buyer. Marketing automation is a technological solution that positions itself in a vacuum generated by the paradigm shift by claiming to manage the inbound -driven sales process. However, the technology's requirements and effects both on organizational structures as well as the sales process itself remains unclear due to a shortage of research on the subject. The purpose of this paper is thusly to explore the degree of organizational change required by the technology as well as to map out the effects from a business perspective. Due to the exploratory nature of the research qualitative methods are used to gain a preliminary but holistic understanding of the issue. The data is analyzed following a theory-bound model and the results are finally reflected against a theoretical framework. Findings and conclusions Marketing automation should be viewed as an opportunity within the changed paradigm to respond to the needs of the marketplace and to re-shape the whole marketing and sales function of a modern B2B organization. Inside the company the technology elevates the marketing department from a support function to a measurable and critical part of the company's revenue creation process, truly integrates marketing and sales together and shifts the sales -departments focus to the bottom of the sales funnel. Externally it enables personated and targeted communications to be had with customers at an earlier stage of the buying cycle as well as at the after sales phase allowing for a stronger utilization of the customer-centered, CRM-driven, business model. The technology also relates strongly to the imperatives for the competitive modern organization mentioned in the relevant academia such as closing the lead gap (Oliva, 2006), building customer centric and market driven organizations with cross functional processes (Vargo and Lusch, 2004), engaging customers as early as possible in their buying process (Adamson et al., 2013), changing the traditional roles between marketing and sales (Storbacka et al., 2009) and catering to the increased customer expectations (Sheth and Sharma, 2008).en
dc.ethesisid13822
dc.format.extent
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/15163
dc.identifier.urnURN:NBN:fi:aalto-201502191868
dc.language.isoenen
dc.locationP1 I
dc.programme.majorInformation Systems Scienceen
dc.programme.majorTietojärjestelmätiedefi
dc.subject.helecontietojärjestelmät
dc.subject.heleconinformation systems
dc.subject.heleconmarkkinointi
dc.subject.heleconmarketing
dc.subject.heleconautomaatio
dc.subject.heleconautomation
dc.subject.heleconsuhdemarkkinointi
dc.subject.heleconrelationship marketing
dc.subject.heleconasiakkaat
dc.subject.heleconcustomers
dc.subject.heleconkokemus
dc.subject.heleconexperience
dc.subject.heleconorganisaatiomuutos
dc.subject.heleconorganizational change
dc.subject.keywordmarketing automation
dc.subject.keywordlead management
dc.subject.keywordcustomer experience management
dc.subject.keywordorganizational change
dc.subject.keywordCRM
dc.titleMarketing automation as a catalyst for business transformation in the B2B sector - A qualitative studyen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.dcmitypetexten
dc.type.ontasotMaster's thesisen
dc.type.ontasotPro gradu tutkielmafi
local.aalto.idthes13822
local.aalto.openaccessyes
Files
Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
hse_ethesis_13822.pdf
Size:
2.25 MB
Format:
Adobe Portable Document Format