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Bill Blundon of Extraprise explains what the marketing function could get out of CRM software, and how to make it happen.
Making the most of marketing
- Part 2 | Part 1
2. Campaign management.
When companies decide to automate their marketing processes,
campaign management is often the impetus. Three factors have
always limited the effective management of customer promotions:
the time lag between planning, execution and analysis; the
inability to tailor offers to individual customers; and the
difficulty in managing promotions across marketing channels
(direct mail, public relations, advertising, partners, etc).
New campaign management tools offer much to each of these
areas.
3. Customer management.
Response tracking, leads management, qualification, pipeline
and forecast management are all traditional marketing tasks.
These customer management processes are well covered by any
marketing automation system.
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Consultants' Advisory 2005
Copyright © 2005 |
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