The Challenges With Implementing Marketing Automation

Dora Szucs

Student thesis: Master thesis


In today’s digital transformation, delivering meaningful customer experiences for organizations across different channels including social media, web, mobile is a must. Marketing departments are changing and becoming the most data-driven functions in the organization. The increasing amount of data available can bring brands and customers closer than ever before, but in order to satisfy customer demands and expectations, technology and process alignment is critical. (Sklar C., The Guardian, 2015.) The technology has broken out of the marketing department to become essential to transformation projects and a strategic weapon in business. (Fernandez P., 2016.) In this study I focus on the marketing automation technology and how it is transforming and supporting the marketing department to face all their biggest challenges. This study aims to explore the business transformation needed in order to successfully implement marketing automation in an organization.
For this, the theoretical framework was set give an overview on business transformation, information technology in organizations and marketing automation technology. A qualitative research was conducted in order to gain a holistic understanding of the issue. The data was collected via semi-structured interviews with experts and consultants in the field of marketing automation. The data is analysed and reflected on according to Venkatraman’s (1994.) model describing the different levels of IT-enabled business transformation. Based on the analysed findings from the interviews and supported by secondary data, the discussion reveals that organizations need to go through a radical business transformation when implementing marketing automation, affecting their business processes, strategy and team structures. The study also provides valuable insights into the challenges and implications of implementing marketing automation in an organization while also discussing in details the need for transformation to utilize the full potential of this technology. The research bases its arguments mostly on the collected data from expert interviews using marketing automation every day, relying on and accepting the information they provided.

EducationsMSocSc in Organisational Innovation and Entrepreneurship , (Graduate Programme) Final Thesis
Publication date2016
Number of pages224
SupervisorsRobin Holt