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Marketing Systems Benefits For Marketing Managers

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The benefits to executives and marketing managers from robust marketing automation  / marketing information system (MA/MIS) can be summed up on one word: Clarity. Merriam-Webster’s dictionary defines clarity as: “The quality or state of being clear: Lucidity.” In the marketing world, clarity is a Godsend.

The clarity comes from the delivery of concise, focused data in formats that break down every aspect of a company’s customer and prospect base.

This allows the manager to plan and create targeted campaigns with precision – The first step in which is the creation of a precise strategy. When the staff comes up with a proposed cost for an initiative, the executive knows, in detail if the proposal is accurate and merits endorsement. He/she can do this because all of the relevant financial data is at their fingertips down to the detail of cost-per-lead or cost per sale of similar initiatives.

Marketing systems support and automate business processes and deliver complete visibility into the progress of the initiative, allowing tracking from a macro and micro perspective. Interim steps can be applied before a campaign concludes. Results can drive the prioritization of both fiscal and human resources; further increasing the probabilities of maximizing success. This visibility allows for marketing managers to be more flexible and adjust their tactics based on real time progress, deviations and results.

By creating campaigns with a customer-centric focus, the marketing manager can initiate directives designed to retain clientele that deliver the highest conversion rates and best revenue/effort response. For increasing the customer base, new campaigns can leverage outside metrics and performance indicators. Also, by analyzing client trends and practices, along with the results of quantifiably like demand generation programs new client acquisition programs prove far more successful. Marketing systems are able to turn days and weeks worth of research into hours or minutes. Superior forecasting capabilities facilitate more predictable new strategy development.

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