Marketing AutomationChair Address:Integrating Sales and Marketing Principles George Colombo Author, Sales Force Automation Influence Technologies Tuesday, 10:00-10:50 am
Building Marketing Tools
for the 21st Century
Using Database Marketing for
SFA and Data Warehousing
* Case Study *
Marketing 2000
Packaged solutions exist to automate every domain in the enterprise except for marketing - why? What do marketers need? What would a marketing automation system look like? The intersection of low cost datamarts, and the Web are radically changing the notion of tools for marketing. Understand real strategies, architectures and products for developing, deploying and managing marketing automation applications.
As companies successfully employ SFA, the demand for accurate and timely information on prospects, customers, competitors, inventory, orders and marketing information is escalating. The inability of companies to link their scattered "islands of information" impacts the effectiveness of the customer-oriented strategies they employ. Data warehousing and database technologies offer new ways to link all of the internal processes that "touch your customers"!
Mine Your Own Business (MYOB) is a Web-based tool used over the SGI intranet to access sales information. It has changed the way decisions are made at Silicon Graphics. By giving easy access over the Web to the basic information needed to make every day business decisions (how much was sold, to which customers, in which country, which products, for what use, into what industry, through which channel?), those decisions are now based on good, solid information.
The rate of change in marketing and sales is accelerating into the year 2000. Three of the major factors driving these changes are: customers changing their buying process; continuing pressure from management to increase selling efficiency and lower selling cost; and, the availability and application of technology to the selling process. Selling skills must be enhanced with the business management skills necessary to sell more with less resources. Selling and buying will never be the same.
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