To make this happen requires technology – and the good news is that it is out there. We can build our model – and then bring in the necessary kit to integrate all these processes and make them work productively and quickly. Multi-channel automation is a reality.
But I’d sound a note of caution. I’m not the first person to say this, and I won’t be the last, but in all this is a need to get right down to the basics. If we are to make automated demand generation work we need to get right down into the bowels of our businesses and bring together sales and marketing.
Only when we can agree the exact criteria of just what constitutes a lead’ – and develop strategies and content to address each channel and level of commitment – will we ever come near to the Nirvana that the technology promises to unlock.
The fix can be quick, but mapping out the path we need to take will take time and effort. We need to build engaging content to address every level of customer interest, we need to score responses, we need to nurture those leads which we have identified as having the most potential. If we fail, we’ll be back in the dark days of CRM, where heavy investment in systems’ failed because they didn’t address the very basic systems’ in other areas of the business process’. That would be a great opportunity squandered.
Related articles
LEAD CONVERSION: Closing the deal – 06-06-08
Or use our enhanced search functionality to find other related articles
