Customer data key to effective channel marketing

A survey by web-based customer relationship management (CRM) provider Workbooks has suggested that customer data is crucial to effective channel marketing.

The majority of resellers believe that having full customer transaction history details on their CRM systems and not just in their accounting systems would make a significant impact across their business in both sales and marketing departments.

According to the survey, marketing directors in particular would see the most benefit.

The survey revealed that 97 per cent of the marketing director respondents in the channel feel that having transactional details such as invoices and credit information easily accessible in the CRM system would allow for more targeted and effective campaigns leading to more leads and greater opportunities.

Despite this view, the research also found that 33 per cent of CRM users are unable to realise the full potential of their systems by not having these details in their CRM systems from the outset.

These resellers are unable to capture this data within their existing system as their accounting information is held in separate accounts systems unrelated to the CRM.

As a result, they are unable to manage their sales and marketing operations as effectively as they would wish.

In addition, just short of half of all sales directors surveyed felt that having real-time visibility of this type of information would allow for greater efficiency within the sales team.

The research results reflect a growing need from resellers for a full 'prospect to cash' view to be accessible within their CRM systems by consolidating CRM and accounting information in one place and available to all.

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