Supercharge Your Marketing Program


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Does your marketing program keep customers and prospects coming back for more?

What’s the next, best step that an organization should take to make its marketing program more effective?

The answer to that question isn’t always clear. Indeed, it may involve:

  • More sophisticated segmentation, to improve customer targeting
  • Campaign automation, to rapidly test, launch and refine in-progress campaigns for maximum results
  • Capturing more customer data, to generate improved business intelligence on customers
  • Integrating marketing systems with sales and service infrastructure, to further increase the organization’s customer understanding
  • Calculating marketing campaign ROI by tying marketing campaigns, leads, and prospects, to quotes and closed deals

But which strategies will best meet your organization’s requirements?

Marketing Effectiveness: Solution Discovery

To help businesses understand the next, best step to make their marketing program more effective, Innoveer offers a Marketing Effectiveness Solution Discovery. This expedited analysis identifies the specific steps an organization should take to maximize its marketing program results for minimal investment.

In a two-week engagement, Innoveer evaluates your organization’s current marketing capabilities, using our unique CRM Excellence Framework to identify the marketing capabilities in which your organization excels, as well as which need work.

In particular, Innoveer’s Marketing Effectiveness Solution Discovery focuses on the following areas:

  • Marketing Process Analysis: What are your core marketing business processes and how are existing approaches meeting or not meeting those requirements?
  • Marketing Environment Maturity: How advanced is your organization’s marketing program, across five essential capabilities, including lead management and marketing measurement
  • Technical Readiness: What capabilities does your current technical infrastructure offer, and what’s an action plan for supporting existing and future technology and data requirements?
  • Solution Recommendation: What future marketing model will best satisfy your organization’s strategic and business demands?

These activities will enable your organization to identify immediate enhancements that utilize existing capabilities, as well as medium-term goals that will lead to an even greater return on call center investments.

Prioritized Plan For Better Marketing Results

Why focus on the next step? Based on Innoveer’s extensive experience and benchmarking the CRM practices of hundreds of organizations, we’ve found that the best path to marketing effectiveness is to identify what an organization already does well, as well as what it needs to do better. To achieve the biggest return on investment and immediate business benefits, first improve the marketing areas in which your organization doesn’t excel.

Accordingly, Innoveer’s Marketing Effectiveness Solution Discovery prioritizes low-cost, easy-to-achieve results, and ensures that projects get implemented in small, discrete stages that deliver the targeted functionality.

The plan also balances the needs of marketing personnel with managers, as well as the business at large. Only by addressing all of those constituencies will an organization create a marketing effectiveness program that fosters high levels of adoption, delivers high-quality leads to salespeople, speeds the development of new marketing campaigns, and ties lead management to opportunity management to actual sales, to calculate marketing campaign ROI.

But first, you need to know where to begin.

Learn More

For more information about the Marketing Effectiveness Solution Discovery, please contact Innoveer.

While you’re at it, also take our Marketing Program Quiz to get a sense of where your marketing program currently lags or excels. While the quiz is more of a preview–Innoveer’s actual workshop drills down much farther into specific capabilities–it will highlight essential “next steps” for your marketing program.

Post and thumbnail photos courtesy of Flickr user Astig!!.

Republished with author's permission from original post.

Adam Honig
Adam is the Co-Founder and CEO of Spiro Technologies. He is a recognized thought-leader in sales process and effectiveness, and has previously co-founded three successful technology companies: Innoveer Solutions, C-Bridge, and Open Environment. He is best known for speaking at various conferences including Dreamforce, for pioneering the 'No Jerks' hiring model, and for flying his drone while traveling the world.


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