4. Breaking Down Silos to Get the Metrics You Need
Making informed decisions about marketing activities requires information about which marketing activities are turning into leads and sales. Of course, many activities contribute toward leads and sales, so untangling the influences is an involved process.
This information is owned by many groups, from IT through marketing and sales. It takes an interdisciplinary perspective to collect and interpret data. It’s a rare organization in which the marketing department already has great data about which of their efforts influences sales and revenue.
Precisely because this is so rare, we believe connecting the dots between your online marketing efforts and sales builds incredible competitive advantage. ...
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