Marketing accountability and marketing automation: evidence from Portugal

Susana C. Silva, Leonardo Corbo*, Božidar Vlačić, Mariana Fernandes

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

8 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)145-164
Number of pages20
JournalEuroMed Journal of Business
Issue number1
Publication statusPublished - 24 Feb 2023


  • Accountability
  • Automation
  • Marketer
  • Marketing
  • Performance measurement


Dive into the research topics of 'Marketing accountability and marketing automation: evidence from Portugal'. Together they form a unique fingerprint.

Cite this