One successful approach to counter the multiplication of communication effects is to 'de-skill' marketing tasks to enable specific individuals to undertake all the relevant marketing processes. With the right software, the planning, execution and evaluation of complete marketing campaigns can be carried out by one individual, resulting in significant cost savings and performance improvements for the enterprise, as well as greater quality of work for the employee. Although marketing can account for approximately 15 to 25 per cent of overall corporate costs, it has been one of the last areas of the enterprise to be automated. This is in marked contrast to other areas of functionality - even the smallest company has an automated accounting system for example. A large cost centre such as marketing must have effective process controls, feedback and monitoring.
Marketing is at the centre of the enterprise.
Effective marketing automation is vital to the deployment of an enterprise wide customer centric culture. By using an integrated marketing system to focus on customer needs, corporations can drive their customer service, market responsiveness and profitability to new levels.