A new benchmark study from Aberdeen Group has confirmed what savvy marketers have known all along: using technology to create processes around customer interactions is critical to creating a customer-centric organization and deriving better returns from marketing investments. The study, titled "Automating Leads to Sales - Improve Return on Marketing Campaigns" states that small (SME) and mid-market (MME) enterprises are exceeding average performers in all metrics benchmarked.
According to the study, best-in-class companies consistently demonstrate proficiency in multiple marketing capabilities, which has a positive impact on performance. The top performers use technology to track customer behavior, perform customer profitability modeling, maintain centralized knowledge and data management systems, and create real-time decision support. They are also using business intelligence tools integrated with marketing and customer data with higher frequency than benchmarked groups.
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