Marketing Automation 101
Early Success with the Basics; Maturing Your Deployment for Long-Term ROI
Automated lead management technologies are rapidly becoming critical enablers of Best-in-Class performance. While these tools help optimize the delivery of sales-ready leads from marketing to sales, ensuring effective interdepartmental alignment during the early stages of a marketing automation deployment are crucial to validating the investment and creating long-term value for the overall team. This Analyst Insight explores a series of Aberdeen research studies that address the processes, organizational structures and technology trends among top-performing companies, and their use – both tactical and strategic – of marketing automation.
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Organizations that use Marketing Automation software have achieved measurable year-over-year growth around a number of Key Performance Indicators (KPIs), even considering the recent severe economic recession’s impact on corporate growth in general. While metrics such as corporate revenue and revenue per sales rep fall into a “sales effectiveness” type of KPI, the marketing organization should certainly take a degree of credit for overall efficiencies tracked by win/loss and lead conversion rates – these are the direct result of smarter lead development, nurturing and transition practices – as well as by sales forecast accuracy, which uses better upfront marketing data regarding opportunities to more effectively predict deal closure results.
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If you need to evaluate Marketing Automation or to obtain buy-in from key stakeholders, check out the following templates:
Marketing Automation Business Case Template
Marketing Automation ROI Calculator
Marketing Automation Maturity Assessment
Marketing Automation System RFP
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