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Business To Business Marketers Assume
ROI Accountability
Is Your Business Integrated?
A national survey of Fortune 2000 companies found that an overwhelming majority of BTB marketing departments have assumed an ever increasing responsibility for sales activities and results within the last year. However, a vast majority are reluctant to invest in the technology and resources necessary for sales accountability. Only half have a process to prioritize leads and only 14% are confident in their customer data.
When compared to the old model of sales on one side of the building and marketing on the other side and rarely the two shall meet, strengthening relationships between the two departments seems obvious to most companies. However, most companies are not doing the follow-up to ensure this new model succeeds. In order for sales and marketing to truly be integrated, marketing must be able to efficiently deliver leads with the proper acumen.
Are your marketing & sales departments among the more than two-thirds of businesses who do not measure ROI, track qualified leads, or utilizing response rates to gauge success? Don’t lose your numbers in the shuffle. Invest in customer relationship management solutions and you’ll see your return on investment.
For more information about Customer Relationship Management, contact O’NEIL Data Systems. Phone 866–659–0824 or sales@oneildata.com.
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