April 2011
Beginner to intermediate
256 pages
5h 59m
English
book
Business Analytics for Sales and Marketing Managers: How to Compete in the Information Age
by Gert H.N. Laursen
Content preview from Business Analytics for Sales and Marketing Managers: How to Compete in the Information Age
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
SEEING THE CRM SELLING PROCESS FROM A DYNAMIC PERSPECTIVE
This chapter is about how to make and use lead information for CRM selling processes and is structured according to how your organization is set up to do these processes, as illustrated in Exhibit 5.13. Based on the data you have available, customer analytics will, to a varying extent, be able to create value for your organization. Therefore, you must invest in data before you can harvest the full benefits from customer analytics.
Exhibit 5.13 Improving Your Lead Information for Acquisition Processes
Whether you should invest in customer analytics as a starting point or not is essentially a strategic question for your organization. Look into your organizational or marketing strategy and identify whether customer analytics can make your organization meet its strategic objectives. If you find that customer analytics could enable your organization to meet its strategic objectives, investigate where in Exhibit 5.13 you should be and where you are. Based on the discrepancies that you find, you will also get a clear indication about what challenges lay ahead of you.
You should also consider reading Chapter 8, which provides some strategic tools that will enable you to analyze your organization’s current maturity level regarding customer analytics from an overall CRM/marketing process perspective.
NOTE
1. Gert Laursen and Jesper ...
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Read now
Unlock full access
More than 5,000 organizations count on O’Reilly
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.