Archive for the ‘Marketing Analytics’ tag
Using Marketing Analytics to Slingshot Sales
According to Ian Michiels, an analyst with Aberdeen Group Inc., successful companies find a way to more tightly integrate marketing and sales. “How do you prioritize the leads that go into the sales pipeline? Metrics that help you do that are going to make you more effective,” he said. The goal is to find ways to define the best leads, whether that’s by the number of times a potential customer has gone to a Web site, attended a webinar or visited a trade-show booth. Only send the best leads to sales.
Once you provide this information, Rego said, your reps have the information they need to close more sales. “The carrot is providing sales with as much ammunition as needed to close the sale. The way you need [to] do that is tight integration from the marketing automation system into the SFA system.” Once you do this, you begin to build a consensus around the definition of a “good lead.” Rego said this approach gives marketing a view into the sales funnel and can provide marketing-level information as the sales staff approaches a sales opportunity.
Read the entire article on Marketing analytics at Inside CRM.
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