Marketing is possibly the only remaining major business function yet to revise its core processes to take advantage of IT that can cut time, costs, and improve the quality of its operation. Nevertheless with marketing automation there are huge untapped opportunities for business improvement, given marketing has a unique vantage point in any enterprise to understand the customer needs, buying behavior, and value perception.
through to enquiry and complaint management. All of these steps have to be executed well without exception, since otherwise, the customer will end up on a competitor's list of customers. The 64,000-dollar question is how all business processes work together. In the electronic world, the degree of flexibility and efficiency of collaborative processes relating to the customer life cycle, product life cycle, and service life cycle, to name but a few, will be a big determinant of losers and winners. To