The B2B Marketing Guidebook covers the important topic of Marketing Automation in three papers. Alexaner Mrohs in his article cover the organization-strategic dimension as MA plays the central role in inbound strategies. Marketing automation in accordance Alexander does not only change customer interaction throughout the entire customer life cycle, but also the way the organization works together. This podcast episode shows how marketing and sales can be empowered by Marketing Automation. Uwe and Alex in their coffe talk discuss and raise some of the issues why  Marketing Automation is an organizational framework and therefore has to be seen as a management issue.  For getting an idea of the other B2B Marketing Guidebook papers on Marketing Automation tune in to the episodes with charming Mariana Romero-Palma and top-consultant Lutz Klaus. --- Send in a voice message: https://anchor.fm/b2bmarketingguidebook/message Support this podcast: https://anchor.fm/b2bmarketingguidebook/support