Tag: Customer Lifecycle

Why is it that organizations struggle to understand where leads are coming from? What sources drive the most revenue for your business? Why is this field such a nightmare for marketing operations? One of the most painstaking tasks for a marketing team, particularly one on Salesforce and/or a marketing automation platform, is to define a static set of lead sources that represent all of the many customer engagement channels.

I think we can all agree on the familiar cliche that life is a journey. In our work, marketing is a journey, too, correct? After all, both life and marketing involve a sizeable degree of branding. Please indulge me as I explain my way out of this mess.

Too many companies invest in marketing automation solutions and continue to execute the same batch-n-blast email marketing campaigns. It is incredibly difficult to take the first step to lead nurturing, it can be daunting, but a change needs to be implemented in order to realize the full capabilities of their technology.