Marketing automation – systemy wspierające i łączące pracę działu marketingu i działu sprzedaży
Marketing Automation – a Technology that Supports and Combines Work of Marketing and Sales Departments

Summary/Abstract: Marketing automation systems emerged at the beginning of the 21st century as development of e-mail marketing systems and provided a new functionality that allowed for monitoring website users’ behaviours. From the perspective of tasks undertaken by marketing and sales departments, marketing au-tomation systems are characterised by numerous advantages including the following: They:  enable automatisation of marketing and sales related activities by means of one database of present and potential customers that is available for all employees;  service all online customer communication channels;  adjust communication to the level of potential customer’s readiness to make a purchase;  create comprehensive databases of present and potential customers as a result of which commu-niqués are better adjusted to needs and expectations of identified target groups and communica-tion gets more effective;  help potential customers get prepared sufficiently to talk to sales staff as a result of which the very contact takes place in the optimal time;  enable establishment of long lasting relationships with customers;  store all information concerning activities performed in the system and its users. Managers are provided with detailed reports that describe the course and costs of all marketing and sales acti-vities. Additionally, information about effectiveness of each employee is available;  employees who do not have to perform simple but time-consuming tasks may spend more time on conceptual work;  contribute to reduction of operational costs; and  lead to an increase in revenues as a result of implementation of marketing automation systems.

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