News
 Do
You Have Faith in Your Customer Data?
B-to-B marketers want to strengthen their
relationships with their sales departments, but are
reluctant to invest in the money for resources and
technologies required for sales accountability. A
recent report from database marketing services
provider, Extraprise, states that marketers still
lack accountability tools. Are you one of them?
According to the report, marketers are “preaching”
the importance of data quality, but struggle with
investments to clean and integrate it. The survey
findings indicate that an overwhelming majority (80
percent) of marketing departments have assumed an
increased responsibility for sales activities and
results within the last year.
But just 14 percent of respondents are confident in
their customer data, only half of marketing
departments have a process to prioritize leads (56
percent) for sales and 20 percent of marketers still
are not measuring results, the report reveals.
The survey’s respondents also revealed how their
marketing programs are measured – 26 percent track
closed business (ROI), 20 percent do not measure at
all, 12 percent cite qualified leads as tracking
method, while 10 percent use response rates to gauge
success and 32 percent measure all three (ROI,
qualified leads and response rates).
The report suggests that the best practices for more
efficient campaigns include tracking qualified leads
within specific target groups, measuring sales
performance from prioritized leads, and focusing on
continuous improvement through improved targeting,
data cleansing and analysis.
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Melissa Data
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