Marketing automation meets the capital budgeting wall

Swartz, Gordon S.; Moriarty, Rowland T.
December 1992
Marketing Management;1992, Vol. 1 Issue 3, p8
Marketing automation systems hold tremendous potential for improving corporate performance by increasing marketing and sales productivity. But inappropriate or inadequate budgeting practices often stall their adoption, in part because marketing executives are poorly versed in capital budgeting. To streamline the approval of marketing automation investments, marketers must understand traditional capital budgeting practices, building on them to emphasize the strategic benefits of new systems and the full range of financial gains marketing automation can bring to the entire corporation.


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