With the development of technology and the increased interest in e-marketing, reliance on marketing automation has grown due to the emergence of many automated marketing platforms available to organizations. This is done in order to improve the growth of their projects. In 2018, approximately 49% of organizations regularly used marketing automation. This technology automatically identifies the target customer and designs relevant content based on their behavior. It also automates repetitive tasks, reduces human errors, and helps achieve better results, instead of manual work. Competition is exerting its effects on organizations in all sectors, including the product sector. Our current topic was chosen to identify the aspects that the Carrefour chain of stores, specifically the Duhok branch, uses in using marketing automation to outperform its competitors, and the aspects that make customers choose this organization over others or the reasons for their departure from choosing it. The main research problem is the role of marketing automation in promoting marketing excellence. The research derived its importance through the crystallization of an intellectual framework that establishes the concept of marketing automation on the one hand, and the crystallization of another intellectual framework for marketing excellence, through which it has become necessary for organizations to control their marketing activities and use them in a smart way in order to be the leader in their field of activity. The current research aimed to identify the nature of the relationship between the two research variables by analyzing (486) questionnaires, which represented the source for obtaining field information. A sample for the research was a number of workers in Carrefour Duhok. The research adopted two hypotheses to measure the strength of the correlation and the influencing relationship between the two variables. The hypotheses were tested by different statistical means. The researchers reached a number of conclusions, the most important of which was that marketing automation shortens the repetitive tasks of marketing operations to increase the efficiency and effectiveness of marketing operations decisions made by the organization.