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.

Register or login for access to this item and much more

All Information Management content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access