marketing automation thesis

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The significance of Marketing Automation for Business to Business Organizations. Master's thesis.

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Marketing Automation: Stop Implementing, Start Adopting – thesis

I had a big goal when I wrote my Master’s thesis: I wanted to uncover the “truth” behind marketing automation. By the “truth” I meant that I wanted to know why so many companies brag about the huge benefits of this technology while other ones are desperately trying to find out ways to get the return on their investment.

While looking for answers to this dilemma, I came to think that the chosen platform might explain success or failure. I also thought of the company size as an explaining factor. Small companies usually lack the resources for marketing automation while larger ones wish to have the flexibility that the small ones have.

At the end of the research, neither the platform nor the company size was found to be relevant. So what does the success of marketing automation depend on?

Based on my research, companies that succeed in marketing automation have adopted it instead of just implementing it. Implementation is related only to the operational or technical part while adoption includes both the strategic and the operational.

In my research, I found that companies that only focus on the implementation part struggle later to create a competitive advantage from marketing automation. Benefits such as aligning sales and marketing, enhancing marketing efficiency, and getting better visibility from marketing efforts are only achieved with adoption.

I interviewed marketing managers and directors from large, medium and small companies with different marketing automation platforms. I asked them about their process to get the tool in place, the challenges they faced, and the benefits they are getting. I will explain the main lessons I learned from their experiences dividing them into three adoption stages: initiation, implementation, and post-implementation.

The initiation stage – Start with your customers’ journey

If your company calls itself “customer-oriented”, then you probably understand that everything should be developed around that premise to make it true. When it comes to marketing automation, this isn’t an exception.

You should start the process with your customers’ buying journey. Think of your target market, how your typical customer looks like, how many people are involved in the decision-making, what role they play, and how they will engage with your company. Then, develop a strategy for each of the stages of the journey. How will you help your customer to move along the stages, which channels you will use, what type of content will help them to make a decision.

After your strategy is clear, define how marketing automation fits into your strategy. As one of the directors said, doing it the other way around increases the risk of building your business around a tool. Next, build your business case defining the objectives, how you plan to achieve those, what resources are required, and who will do what and when. Once all these steps are completed, you can think of which vendor satisfies your current and future needs (as you have identified them before) and you can continue to the implementation stage.

The implementation stage – Implementing is just a stage in the adoption

Have you been focusing only on implementing marketing automation? The thing is that when you implement, you simply install a tool and integrate it with other platforms. But, for marketing automation, installation isn’t enough, especially if you want to gain competitive advantage from it.

A best practice to get the implementation of marketing automation right is not to skip the initiation stage (the one we covered before). Doing a strategic implementation will simplify the installation process as you will have already clear what you want to achieve and you will have prepared all your resources and structures for it. It will also reduce the challenges you might face once you begin using marketing automation in the post-implementation stage.

The post-implementation stage – Strategic from the beginning until the end… And even after

In an ideal world, all companies would follow the strategic path of marketing automation adoption. But the reality is that defining the strategy in the initiation tends to be overlooked by marketing managers. This is not only expensive but it also affects competitiveness in the long-run. Also, in most of the cases, a well-defined strategy will become a failed one over time if a company focuses only on execution.

Defining and building a strategy is a never-ending process. You need to be simultaneously planning and executing. Otherwise, marketing automation will become just an expensive email tool. Measuring and analyzing the results of what you do will ensure continuous learning. With marketing automation, you probably won’t get everything right the first time, but you sure will learn.   

How to move from implementing to adopting?

In this graph , I have summarised the journey towards successful adoption of marketing automation. In each of the adoption stages, I included the main questions you should ask yourself to know if you are ready to continue in the process.

Adapted from Juliana Tobon, 2017. Marketing automation adoption in B2B companies

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MenuSifu announces restaurant automation partnership with Happy Cashier and Hestia at NRA 2024

Chicago, May 18, 2024 (GLOBE NEWSWIRE) -- MenuSifu is celebrating its 10-year anniversary as a foodservice digital solutions provider by launching a series of new products and partnerships that will transform restaurant automation. 

Opening its largest presence at the National Restaurant Association Show (NRA) in Chicago this year, MenuSifu is releasing new products and announcing that it is a business partner and investor in Happy Cashier and is partnering with Hestia, two companies delivering groundbreaking restaurant automation. 

Happy Cashier is bringing digitization to the front of house with virtual cashiers that help restaurants reduce costs and maximize staff productivity. This technology, as reported by the  New York Times , CNBC , Fortune , and more allows guests to be greeted, place their order and pay all through a remote attendant, often actually located in another country. As many restaurants struggle with both labor shortages and increasing costs, this solution is already helping restaurants stay afloat and productive across New York, with major expansion plans on the horizon.

Meanwhile, in the kitchen, Hestia has designed an automated cooking machine that makes a dizzying array of dishes and even cleans itself. While still relatively new to the market with customers in the US, Japan, and Hong Kong, these precision machines have proven to use up to 50% less gas, 60% less oil, and 65% less water than traditional cooking practices. A 66% labor cost reduction has also been observed through the 10+ restaurants using Hestia products to date, while allowing kitchen staff to be more productive in other tasks. 

MenuSifu is also releasing its own new products including POS devices tailored for take-out restaurants (POS LITE), standard POS system (POS MX), a POS Pay Pad, E-Menu, Loyalty and Marketing software systems, and Waitlist & Reservation systems. The technology allows Happy Cashier and Hestia to seamlessly integrate their products into the MenuSifu POS system. 

“Restaurants that choose to partner with MenuSifu have the advantage of combining all this functionality under one roof,” notes MenuSifu Founder and co-CEO Yu Li. “These devices, including our partner products at Hestia and Happy Cashier, are all interconnected making restaurant digitization and automation even more cost effective.”

Connecting and automating points in the restaurant 

Years of product development and solving foodservice industry pain points have now come together in these solutions from MenuSifu and its partners for a wholistic digital solution package known as “1+2+4+N”. The 1 refers to MenuSifu’s POS system that combines ordering, payments, inventory, and cloud services to interconnect restaurant systems. The 2 refers to the new partnerships with Happy Cashier and Hestia that combine virtual servers in the front of house with an automated cooking machine in the back of house. While the 4 refers to the four different automation zones including the virtual cashier, robotic cook, payments, and online ordering. Finally, the N refers to a wide range of additional products from MenuSifu that add advanced technology to restaurant settings while reducing costs including ordering kiosks, scan-to-order functionality, waitlist and reservation systems, and more. 

“I have always felt that not enough technology innovation is happening in the restaurant industry,” said Yu Li. “When you combine all of these technologies though, the restaurant becomes completely reimagined, opening all kinds of new possibilities for the things that matter most to customers – consistent and top-quality food, great services, and affordable prices.” 

Founded by researchers and engineers at Columbia University, MenuSifu has steadily progressed development of inter-connected digital restaurant solutions with a focus on Asian restaurants around the world. The company now serves over 12,000 global clients with its expanding technology services. Considered a mid-sized startup company, MenuSifu now employs over 200 staff around the world and over $30 mil in fundraising investments. Each year its solutions serve an estimated 100 million tables. 

The National Restaurant Association Show (NRA) is the world's most influential showcase of foodservice innovation, with the 2024 show expected to draw over 2,200 exhibitors. The MenuSifu team and co-CEOs Yu Li and Andy Chen will be at NRA 2024  in Chicago from May 18 – 21 at booth 6658 in the North Building.  About MenuSifu

MenuSifu, a global foodservice SaaS company, is at the forefront of providing bespoke, intelligent, and efficient Point-of-Sale (POS) and Online Ordering solutions to restaurants. MenuSifu’s systems empower restaurants to operate efficiently and make data-driven decisions, making it the preferred POS system for Asian restaurants around the world.

Learn more at  https://www.menusifu.com/

• MenuSifu at NRA 2024 booth 6658

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