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.