A new study by the Chief Marketing Officer (CMO) Council and Tealium shows that business and marketing performance improvements are directly related to having a formal roadmap for managing digital marketing technologies and integrating the data produced from multiplying customer touchpoints.
Entitled “Quantify How Well You Unify,” the new report explores the degree to which chief marketers are architecting digital marketing technology strategies and unifying and extracting value from multiplying customer data sources. Among the high points, the study revealed:
- Two-thirds of marketers say technology is critical to business, but only 16 percent say that their marketing technology is well aligned with business strategy.
- Over half of marketers say they struggle with centralizing fragmented data
- CMOs who own technology strategy generate greater return on spend, have greater business impact and create more relevant engagements.
One of the most disturbing results of the survey show that 39 percent of marketers are spending $500,000 annually on marketing technology, but over half don’t know if these investments create business value.
Fortunately for marketers, a new CRM system is providing increased visibility and accountability in marketing technology investments.
The Strategic Lead Management CRM solution, developed and offered by Strategic Communications Group, in partnership with Rainmaker Associates, leverages the functionality of Salesforce.com to develop a custom and comprehensive lead flow process, combined with a dashboard for tracking and reporting.
The Salesforce.com-based solution enables marketers to receive alerts on how quickly leads are followed up on by the sales team; gain real-time visibility into the performance and ROI of web, content, search, digital, and social media programs; as well as display key statistics in a custom lead optimization dashboard.
For more information on harnessing the power of your marketing technology, be sure to view this recent webinar replay.