Marketing Empowered Sales is a Necessary Reboot for an Aging Model, Finds Frost & Sullivan

Research finds marketing automation-enabled analytics and measurement drives lead generation and nurturing, boosting campaign success rates

MOUNTAIN VIEW, Calif. – April 17, 2014 – The sales lifecycle starts with marketing, serving as a conduit for high-level leads pursued by business development teams. However, findings show most marketing and sales departments function completely separately, not feeding into each other or bridging gaps. Research reveals marketing activities must work in tandem with sales efforts; otherwise, unattainable revenue is left on the table. Essentially, for most markets, relationships matter to convert conversations into acquisitions, nurturing prospects and customers to form lasting relationships. To enable this efficient customer relationship management (CRM), the most powerful tool is having intelligence on customer triggers and behavior, which is made possible by marketing automation tools.  

New analysis from Frost & Sullivan’s latest white paper, Marketing Automation: The Secret Sauce to Marketing-Driven Sales Growth and Empowerment, finds marketing costs quickly spiral out of control when left unmeasured and isolated, causing overhead costs to hemorrhage the bottom line. This comes in the form of struggling to identify meaningful data, sales and marketing working in silos, prolonged sales cycles, and other roadblocks. This white paper series evaluates marketing today and the challenges it brings; highlights the solutions to reboot aging marketing models; and provides three case studies on the application of marketing automation tools to the healthcare, insurance and financial services, and manufacturing industries.

“The top two challenges for marketers today are empowering sales by breaking down silos between marketing and sales departments, and creating personalized experiences for their customers and prospects,” said Mukul Krishna, Digital Media senior global director at Frost & Sullivan. “Marketing must come to terms with a new world reality, which includes the need to streamline CRM despite fewer resources and make marketing more accountable. To do so, marketers must avoid isolated, manually intensive tasks and automate marketing and sales activities to drive revenue growth and empower organizations to make data-driven decisions.”

The success or failure of a marketing campaign is based on the level of individual consumers, experiences, engagement and conversions. A strategic solution should offer advanced campaign execution, as well as email, social media and behavioral marketing capabilities for B2B and B2C organizations. Removing the guesswork from marketing, users can study individual profiles, inbound referrals and information about prospect behavior.  

Marketing Automation: The Secret Sauce to Marketing-Driven Sales Growth and Empowerment is part of the Digital Media industry research group, which also includes: Global Marketing Process Optimization Solutions Market, Global Enterprise Content Management Market, Analysis of the Global Digital Asset Management Market, and Global Digital Analytics Market, among many others. All research services included in subscriptions provide detailed market opportunities and industry trends evaluated following extensive interviews with market participants.

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