Business Analytics for Sales and Marketing Managers: How to Compete in the Information Age

SEEING THE CRM SELLING PROCESS FROM A DYNAMIC PERSPECTIVE

This chapter is about how to make and use lead information for CRM selling processes and is structured according to how your organization is set up to do these processes, as illustrated in Exhibit 5.13. Based on the data you have available, customer analytics will, to a varying extent, be able to create value for your organization. Therefore, you must invest in data before you can harvest the full benefits from customer analytics.

Exhibit 5.13 Improving Your Lead Information for Acquisition Processes

Whether you should invest in customer analytics as a starting point or not is essentially a strategic question for your organization. Look into your organizational or marketing strategy and identify whether customer analytics can make your organization meet its strategic objectives. If you find that customer analytics could enable your organization to meet its strategic objectives, investigate where in Exhibit 5.13 you should be and where you are. Based on the discrepancies that you find, you will also get a clear indication about what challenges lay ahead of you.

You should also consider reading Chapter 8, which provides some strategic tools that will enable you to analyze your organization’s current maturity level regarding customer analytics from an overall CRM/marketing process perspective.

NOTE

1. Gert Laursen and Jesper ...