Addressing new customer demands for more scalability and marketing automation, TreeHouse Interactive has added new capabilities for its Marketing View product. New to the six month old on-demand lead gen system are demand generation capabilities and improved ROI tracking.
“We think it’s the biggest, most quantifiable application of demand generation tracking to date,” says Erich Flynn, TreeHouse CEO. “This enables sales and marketing personnel to directly tie a whole campaign or specific parts of a campaign to the revenue that will be realized from it. And in today’s environment if you can’t tie lead gen to sales, you’re not going to get any more money for it.”
TreeHouse’s product suite has included on-demand Partner Relationship Management (PRM), Channel Sales Force Automation (CSFA) and demand generation solutions since its inception. The new version ties them together more closely, even integrating the TreeHouse system into the Salesforce.com App Exchange. The new version allows users to predict demand generated from a prospect or an existing customer, regardless of whether it is launched from an internal sales tracking system, CRM system, or marketing automation system.
The results from Marketing View will include dollars generated by the campaign, irrespective of whether a company sells B2B, through partners or online. Revenue can be attributed to campaigns to gauge their effectiveness and secure future marketing dollars or, in the case of online sales, attributed to individuals for more highly targeted marketing in the future.
Flynn says the TreeHouse system is fed by a new system of lead distribution that attributes sales dollars to campaigns regardless of whether leads were given to direct sales teams, indirect sales teams or driven to an ecommerce site for online purchasing. “Going into the internal financial system of any company is a problem,” he says. “But you can measure purchase activity and customer value. And you should be able to integrate a lead regardless of whether it came from a reseller or internal team.”
Flynn also believes the compatibility between BtoB and BtoC lead management systems will make the TreeHouse product more competitive in the marketplace.
blog comments powered by Disqus
In the latter part of the 19th century John Wanamaker, the father of modern advertising, is reputed to have said “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” Imagine you could demonstrate and manage the impact of marketing on revenue? Imagine you knew which half of your budget was well spent?
For a B2B company with sales cycles of more than six months this may still not be easy. Notice we are not talking about a labor of Sisyphus, pursuing marketing ROI on a single marketing initiative.
Demand Gen Report’s 2014 B2B Buyer Behavior Survey provides insights into how B2B buyers make their decisions. Buyers are waiting longer to engage with sales, but they are more satisfied with the process than in years past. For an in-depth look at this research, download the report now!
Join the Marketing Nation as over 3,500 of your peers, colleagues and thought leaders gather to celebrate Innovation in the Nation. Summit 2014 will provide an engaging experience to grow your expertise and network over two and a half days. Connect with ideas, marketers, and resources to help YOU achieve success faster!
#ICON14 is the eighth annual conference for small business, hosted by Infusionsoft. This 3-day event brings together the brightest minds in small business from around the world to learn, network and share best practices for success. The event provides everything from inspiring keynote speakers to hands-on Infusionsoft training, plus tips on lead generation, conversion and customer delight. Breakout sessions cover a range of topics like Infusionsoft product training, marketing strategy, social media, business management, automation, branding, copywriting, affiliate marketing and more.
The SiriusDecisions’ annual Summit is a unique three-day conference where SiriusDecisions analysts and top sales and marketing leaders from Fortune 500 companies and major SMBs share how b-to-b organizations are solving critical issues that hinder predictable growth. Each year, the theme focuses on aspects of how sales and marketing can, and should, intersect.