Subscribe

Study: Companies Are Not Maximizing Their CRM Spend

CRM generic imageCRM systems are a major investment, but many B2B organizations are not realizing the full value of their sales technology.

In a recent study from ZS Associates, respondents rated the value of their CRM systems as low in areas such as customer communication (13%), internal coordination (13%) and collateral and proposals (7%). Participants reported "high to extremely high" value in areas such as opportunity management (42%), customer information look-up (39%) and sales forecasting (35%).

ADVERTISEMENT
Data quality was highlighted as a major challenge within the study. Roughly 40% of respondents rated the accuracy of data about existing customers and prospects as “high” or “very high.” Fewer survey participants rated their data accuracy as "high" or "very high" for opportunities (24%) and prospect profiles (19%).

Also, almost three fourths (72%) of respondents reported that salespeople do not spend enough time on their CRM platform.

ZS Associates highlighted two ways to better improve the use of CRM within an organization:

  1. Define a customer engagement process (linked to CRM to build stronger customer relationships and financial results; and
  2. Implement data management and analytics programs to gather, integrate and analyze data for deeper customer insights.

"Sales personnel are resistant because they don’t see ‘what is in it for them.’ They consider the platform as a means for their bosses to monitor them," said Ron Siahpoosh, Principal for ZS. "Managers, on the other hand, believe that sales representatives enter whatever they think management wants to see. The end result is that leaders cannot rely on CRM to generate actionable insights."

Click here to download a full copy of the report.

Study: Marketing Automation Revenues To Reach $14 Billion By 2020

marketing automation genericMarketing automation revenues are expected to reach $14 billion by 2020, according to a new study from Frost & Sullivan.

The expansion is fueled in part by a growing need for cross-channel digital marketing across industry verticals, according to the report. In addition, partnerships with solution providers in areas such as advertising, content marketing, mobile app analytics and social marketing are broadening the reach of marketing automation vendors.

The study shows that marketing automation software has evolved over the past year in the following key areas:

  • Campaign Analytics: Many marketing automation solutions now provide metrics related to customer behavior and content consumption to help marketers optimize campaign performance.
  • Ease of Use: Solution providers have invested in making their offerings more intuitive, while also creating drag and drop features for easier navigation.
  • Tighter CRM Integration: Marketing automaton vendors are working toward tighter integration with CRM systems as sales and marketing alignment becomes a greater priority for B2B organizations.

“Marketing automation as a function has moved beyond email and the web, evolving into a true cross-channel automation platform through tighter integration with mobile, social media, display advertising and search channels,” said Hiral Jasani, Frost & Sullivan Digital Media Industry Analyst. “As a result, global marketing automation tools have seen a phenomenal rise in demand as small, mid-market and large enterprises, especially in manufacturing, banking and financial service, healthcare, and e-commerce sectors, look to drive marketing efficiencies.”

Click here for a full copy of the report.

Study: Data Analytics Investment Expected To Rise In 2015

On24 logoInvestment into data analytics tools is predicted to increase in 2015, according to a recent study from ON24. The study shows that a majority (97%) of B2B marketers find that using data analytics has shown enhanced results in marketing campaigns, and 87% of respondents stated they plan to increase marketing analytics spend in 2015.

The survey, conducted by Redshift Research, surveyed more than 220 B2B marketers on how marketing analytics are being leveraged within their organizations. The research also examined expectations for Big Data’s role in the workplace.

Study: Disconnect On Responsibility For Customer Experience

Act-On-TransparentWhile 80% of marketers believe that they have a peripheral role in the customer relationship, 85% feel that sales and support teams are currently responsible for the customer experience. This is just one of the key findings from a new study published by Act-On Software, in association with Gleanster Research.

The study 0f 750 B2B marketers examined their role in the customer lifecycle and supporting the customer experience.

Demand Gen Report’s 2013 Benchmark Survey Finds Lead Gen Budgets Rising

Shadow DGR Benchmark Survey Report.jpgOne half of B2B marketers say their demand generation budgets will grow by more than 20% in 2013, and they will spend those dollars on social media as well as developing white papers, webinars and improving their web sites. Those are just a few of the findings in Demand Gen Report’s 2013 Benchmark Survey.

As marketers face increasing pressure to contribute to the sales pipeline, they are centering their content strategies around efforts that will generate quality leads.

MarketingSherpa Unveils Results Of The Marketing Analytics Benchmark Study

marketingsherpaMarketingSherpa, a research firm, released its 2013 Marketing Analytics Benchmark Report, which explains how marketers are justifying their marketing decisions and proving the return on marketing investments, according to a company release.

 In the report, MarketingSherpa found that although 40% of marketers have an average amount of data, approximately 50% of them said they gain insight from it. Close to 40% said they routinely and efficiently gain insight from the analytics, while a small, but significant number said they lack the tools/skills to turn data into actionable information.

Four Keys to Converting Stalled Leads into Closed Sales During A Downturn

In many industries, the slowdown in the economy has created longer selling cycles and smaller deal sizes.  Executives, in turn, are questioning the value of demand generation campaigns, and sales and marketing teams are searching for ways to improve lead-to-sale conversion ratios.

While there is no silver bullet, there are four practices that will generally help improve the results at each phase of your pipeline. Each represents a different discipline and will require input from both sales and marketing teams to really have an impact on the pipeline.

Subscribe to this RSS feed