The influence of marketing department in corporations tends to be limited, as it usually plays a rather tactical and narrow role. It is often primarily concerned with marketing communications whereas it lacks involvement with other crucial marketing activities such as brand strategy and positioning, new product development or pricing. This state is relatively well documented in the US literature. However, not much is known about the role of marketing departments in corporations within the post communist context. This study proves that situation in Czech corporations is consistent with the US reality. With the exception of companies operating in the FMCG sector, marketing department is typically not the most powerful force in the Czech corporations and its involvement with strategic and non-communication marketing activities is typically relatively low.
Jednym z zadań działu marketingu jest wspieranie sprzedaży poprzez pozyskiwanie nowych klientów. W wielu przypadkach ogranicza się ono do przekazywania do działu sprzedaży wszystkich pozyskanych kontaktów, bez względu na ich rzeczywistą gotowość do dokonania zakupu. Konsekwencją takiego postępowania jest niska efektywność pracy sprzedawców. Technologia umożliwiająca automatyzację działalności marketingowej (marketing automation) zmienia tę sytuację. W wyniku realizowania wielu zaplanowanych, zindywidualizowanych i zautomatyzowanych działań w internecie, do działu sprzedaży trafiają podmioty praktycznie zdecydowane na zakup.
EN
One of the marketing departments tasks is to support sales by attracting new customers. In many cases it is limited to transfer to the sales department all acquired contacts, regardless of their actual willingness to purchase. The consequence of this approach is the low efficiency of retailers. Technology to Automate marketing activities changes this situation. As a result of the many planned, individualized and automated activities on the Internet, the sales department is achieved by clients practically decisive for the purchase.
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