Approach to Revenue Generation and Measurement
No business completely escaped the impact of the economy in 2008. But while some organizations hunkered down to weather the recession, cutting resources and headcount, leading companies recognized that growth was their ticket not only to survive but also to thrive. So, they reorganized their processes to increase revenue effectiveness. They refused to tolerate traditional dysfunctions between marketing and sales departments and those associated with measurement tools like spreadsheets. Instead, they invested in technology that automated and streamlined critical revenue processes.
At the same time, budget cuts made it more important than ever to measure the effectiveness of their marketing investments, ...
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