Purpose

The present study seeks to outline the role of marketing automation (MA) in measuring the return on marketing activities and the challenges associated with reaching accountability in marketing.

Design/methodology/approach

To investigate the objective of the study, the authors adopted a qualitative approach, conducting an exploratory study among ten key informants located in Portugal.

Findings

Based on the results of the qualitative analysis, a conceptual framework is proposed, which includes both strategic- and operational-level factors with the goal of creating a value-based agenda. In this agenda, executives such as the Chief Marketing Officer emerge as value creators, fostering business scalability, and further arguments are provided to justify budget allocation to MA activities.

Originality/value

Through careful research of the elements that characterize the phenomenon under study, the present paper ultimately contributes to a better understanding of MA and accountability within the current business paradigm.

中文翻译：

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营销问责制和营销自动化：来自葡萄牙的证据

目的

本研究旨在概述营销自动化 (MA) 在衡量营销活动回报方面的作用，以及与实现营销问责制相关的挑战。

设计/方法/途径

为了调查研究的目的，作者采用定性方法，对位于葡萄牙的 10 名关键信息提供者进行了探索性研究。

发现

基于定性分析的结果，提出了一个概念框架，其中包括战略和运营层面的因素，目标是创建一个基于价值的议程。在此议程中，首席营销官等高管成为价值创造者，促进业务可扩展性，并提供了进一步的论据来证明对 MA 活动的预算分配是合理的。

原创性/价值

通过仔细研究表征所研究现象的要素，本文最终有助于在当前业务范式中更好地理解 MA 和问责制。