CRM company Salesforce.com added closed loop campaign management to
its online products, to allow companies to calculate ROI for each
campaign.
The Campaign Management module allows companies to generate quality
leads at a lower cost and to work more effectively to ensure that
every lead is quickly followed up, which ties higher revenues back
to marketing campaigns, according to company officials.
"Most people do these in spreadsheets and through random sampling,"
said Clarence So, Salesforce.com senior director of product
strategy.
"They really don't know who's responding. They really don't know
how many times they touched a customer before they responded. We
eliminate a lot of the survey and guesswork because it's all
automatically captured."
The module provides marketing functionality that is tightly
integrated with sales data, allowing marketing departments to
execute online and offline campaigns in one location, develop
customer lists, and track responses from any channel.
For example, the module tracks in real time how much the company is
spending on the campaign versus the return, gauging how many people
responded to an offer or actually became customers.
"If all your marketing and sales people are using the system, then
we tie all those stages in the pipeline together," So said.
"There's no longer any throw-over-the-wall disconnect between
marketing and sales. They work hand [in] hand."
The campaign management solution has allowed ADC Telecom to
increase its qualified leads and productivity, said Art McCabe,
vice-president of marketing services at ADC.
The company now has insight into the marketing programs across the
business units in one location so marketers do not bombard
customers with multiple campaigns, he added.
Because the module eases the administrative burden of campaign
management, many Salesforce.com customers are able to operate many
more campaigns simultaneously than they could handle before using
the new module, So added.