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Marketing Systems Benefits For Marketing Staff

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The primary benefits of marketing automation or marketing information systems (MA/MIS) come from facilitated campaign management, comprehensive data segmentation and real-time visibility of marketing effectiveness.

For a marketing staff, marketing systems are the tool to structure marketing events, streamline activities, increase productivity, gain effectiveness visibility and rank campaigns relative to each other and ROI. Source data, given a robust marketing system needs only to be entered one time, in one location. Duplication of effort should be eliminated except in cases of human error.

New projects can be quickly and clearly defined. There is no ambiguity in directives given, or in responsibilities allocated. Everyone on the team knows who is responsible for what, where they are in a given component of a campaign or project and when different aspects of the project should or will be completed.

Marketing systems also enhance the marketing staff productivity through superior trend analysis and customer response research (staff need not spend days combing through customer data for who purchased what, when and for how much.) Group segmentation information is automatically available as data sets which can be interrogated and manipulated. Most companies have an enormous amount of data that sits fallow and useless; either in disparate databases or as random bits of information. Marketing systems categorize, segment and integrate this data automatically so that it can be learned from and acted upon.

A robust marketing system gives the staff the ability to plan, execute, revise and analyze campaigns in real-time and relative to other active or historical campaigns. Budget analysis and payback is much clearer, more concise and accurate. Prospect lists are simpler to generate and are more accurate for product or prospect targeting. The details of each campaign are outlined and defined with solid, reliable data to back them up.

Everyone on the marketing staff becomes empowered to benefit from the historical data. To put it bluntly – their jobs are made quantifiably easier in each phase of responsibility. They are also, due to the real-time aspect of marketing reporting capabilities, more responsive to alterations in marketing initiatives. It is said in war that no plan last past the meeting of the enemy. The reason being is that the enemy rarely does what you want them to. A good general studies enemy tactics, tendencies, weaknesses and strengths. The same can be said about a head coach on a sports team. While consumers are not the enemy, or an opposing team – they are funny creatures that, more often than not, act and react in ways that you cannot always fully predict. Marketing automation systems categorize data to its fullest extent, permit data manipulation with forecasting tools, facilitate the creation of best case plans and give marketing staff the real time data it needs to be flexible – and the ability to alter or massage an initiative to take advantage of unforeseen events.

Marketing systems give the team, from the analysts to the creative content writers, the ability to collaborate and methodically plan out an initiative; identify and focus on a specific consumer type/base, execute the initiative and then take the knowledge gained from the initiative and grow in capacity for future endeavors.

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