At last month's Dreamforce event in San Francisco, Demand Gen Report had a chance to speak with Marseli, a provider of sales and marketing technology solutions. One of the company's key products is Marseli Insight for Salesforce.com – a marketing analytics solution developed on Force.com and deployed directly within a customer's Salesforce.com system.
The problem for many marketing organizations, according to Marseli, is that they only maintain detailed analytics until a lead becomes a qualified opportunity and gets passed off to sales. Once the lead enters the sales pipeline, the next KPI a marketer sees might be the revenue on a closed sale – a situation that leaves the marketing team in the dark about what happens to deals during the rest of the sales process.
Marseli Insight addresses this problem by providing detailed marketing intelligence and analytics on leads after they're handed off to the sales team. This includes features such as:
Stage-to-stage conversion analytics that indicate which campaigns and touch tactics have the greatest impact on each stage of the sales process;
Leading and lagging performance indicators that generate top-of-pipeline and bottom-of-pipeline conversion analytics;
Insight into which sales teams, or which individual sales reps, are executing properly against leads – a key to uncovering and correcting behavior that might have a negative impact on pipeline performance;
Volume and velocity trending at each stage of the sales process;
Detailed loss information, broken down by pipeline stage;
Deal age data that can alert marketers to opportunities that are sitting in the pipeline too long and that may require corrective action.
Marseli Insight also offers sales process analytics capabilities for B2B sales teams, including sales behavior, campaign performance, micro-level analytics and other detailed reporting features, all integrated directly with a user's Salesforce.com platform.
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