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Susan Wing

Many of these questions can be addressed by the lead tracking or sales pipeline app used by Sales; with a little cooperation, Marketing can usually request and get SIC code fields, mapping codes (any good mapping SW), and the most obvious is customer/prospect, which is always tracked or tagged separately. So you can easily monitor pipeline progress in real time (if Sales is diligent in use of app e.g. salesforce.com etc) and get early insight into trends and likely sales wins. That, in turn, informs your marketing/PR programs, events and messaging. Finally, it points to high ROI segments and/or topics for case studies, still the best sales tool in high tech.

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