Closing the loop on Marketers’ Holy Grail
Here is what Mark Killens had to say on my last blog post on functionality coverage in CRM products for Marketing Automation: “CRM systems and marketing are very important sales enablement resources. They both must include tools to manage and report on how marketing is helping and enabling sales and how to keep track of the customer after a sale closes”. Please find the post, the comment and my response here.
I perceive Mark’s comment as referring to one of the long standing challenges for Marketers – how do you attribute the end Sales revenues to the original Marketing efforts? This ability to tie the eventual revenues back to the campaigns, thereby closing the loop, has largely been either impossible or a difficult task to accomplish for Marketers - thus making it a Holy Grail.
Continue reading "Closing the loop on Marketers’ Holy Grail" »
) and also a figure (from 20% to 80% failure rate) but not many would try and ask themselves why did we go in for CRM? And even if you do ask this question to executives of a company which lives and breathes “Customer Relationship” they will give you a wide variety of answers like “To listen to our customers” or “To respond to competition” or “Our top management asked us to” to even “We had surplus IT budget” 
