Are we optimizing marketing operations?
The basic aim of the analytical CRM is to achieve the same or more revenue with spending less on marketing operations.
Your main cost items are outbound SMS sending, or Telemarketing.
Normally, we need to segment our customers and find a smaller set of people who are more likely to buy a product, and start a campaign for only those customers to reduce operational costs..
Marketing guys are clever. They have all or nothing approach. If you let them unguided, they tend to do campaigns for ALL customers regardless of the costs, because the costs are not paid from their pocket.It actually means that Campaign management software is bought and implemented to do mass marketing.
If you include all customers for testing your CRM package, then you need to include all hard responses from all channels for the CRM ROI you calculated.
Then you get accused by the same marketing guys of showing the CRM success higher than in reality....
The world is such, because you are such. The universe replies to you with the language you understand. If you have all or nothing approach, then ROI should also be all or nothing approach.
In the future, these wars will be more and more between Product Marketing Groups and CRM groups within the company. Because the Product Marketing and CRM groups have conflicting aims.
Then what happens to marketing optimization? Who really cares for that? In order to do that you need to have mature people who can compromise and work together.
Your main cost items are outbound SMS sending, or Telemarketing.
Normally, we need to segment our customers and find a smaller set of people who are more likely to buy a product, and start a campaign for only those customers to reduce operational costs..
Marketing guys are clever. They have all or nothing approach. If you let them unguided, they tend to do campaigns for ALL customers regardless of the costs, because the costs are not paid from their pocket.It actually means that Campaign management software is bought and implemented to do mass marketing.
If you include all customers for testing your CRM package, then you need to include all hard responses from all channels for the CRM ROI you calculated.
Then you get accused by the same marketing guys of showing the CRM success higher than in reality....
The world is such, because you are such. The universe replies to you with the language you understand. If you have all or nothing approach, then ROI should also be all or nothing approach.
In the future, these wars will be more and more between Product Marketing Groups and CRM groups within the company. Because the Product Marketing and CRM groups have conflicting aims.
Then what happens to marketing optimization? Who really cares for that? In order to do that you need to have mature people who can compromise and work together.
