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Doing More With Data - Programs - CLOSE - Sales Empowerment to Drive Sales Effectiveness
The CMO Council, in partnership with IBM Watson Customer Engagement, is gathering insights from senior marketing, commerce and supply chain executive into how the shift toward the customer has necessitated innovation across data, analytics and holistic operations.
This program seeks to understand how marketing, commerce and supply chain executives are centralizing and putting today’s deluge of data to work. It will uncover new ways these executives are extracting value from multiplying sources of insight (IoT, MarTech apps, third-party APIs) and unstructured content (both inside and outside the enterprise).
The research will delve into issues of data availability, accessibility, quality and timeliness as executives face the competitive imperative to leverage real-time, refined data for revenue growth, customer gratification and trusted decision support. It will also explore the gaps and deficiencies in the data value chain as it results to customer journey, path to purchase, lifetime value, and end-to-end experience.
The goal of this research initiative is to help functional business leaders review, value and prioritize data assets. The results of this research will provide a self-assessment tool for leaders to identify the most relevant sources of data, and determine what types, sources, formats, and interfaces will boost marketing and business performance.
The Wise Marketer provides free daily news and resources for marketing professionals, including surveys, research, customer loyalty, CRM, emerging technologies and developments, trends and forecasts, industry events, a directory of major players and suppliers, and much more. From the publisher of heavyweight research reports such as The Loyalty Guide and The Marketing Guide, we aim to give marketers, executives, and investors in every country and region the pure facts without any hype or bias.
The Technology Marketing Center (TMC) is a community for technology marketing professionals and their colleagues in engineering, sales and management. Use the TMC forum for discussion of Strategic Technology Marketing Process - how to lead cross-functional product/market strategy development and implementation in your organization. TMC Visitors can explore proven frameworks and common Vocabulary to address high tech market challenges. TMC Members are some of the 3500+ past participants in the Strategic Marketing of Technology Products offered previously in the Caltech Industrial Relations Center for 17 yrs.
For a long time, the only people with access to Qualtrics survey software were our closest friends and a bunch of Scott’s MBA students. It was our research clients who pushed us to open up the system and gave us the feedback needed to make it both the easiest to use and most sophisticated research suite on the market.
Powerlinx offers a new automated way to match and arrange the right introductions that give companies of all sizes access to new customer or channel opportunities, joint ventures, outsourced innovation, deals, affiliations, alliances, acquisitions, funding and linkages that can generate competitive advantage if embraced and managed effectively. Powerlinx offers a cost-efficient, secure and seamless way to connect intelligently with partner prospects, customer opportunities and acquisition candidates using a global database of 12 million business entities worldwide.
For millions of business owners and decision-makers, Penton makes the difference every day. We engage our professional users by providing actionable ideas and insights, data and workflow tools, community and networking, both in person and virtually, all with deep relevance to their specific industries. We then activate this engagement by connecting users with tens of thousands of targeted providers of products and services to help drive business growth.
Penton is a privately held company owned by MidOcean Partners and U.S. Equity Partners II, an investment fund sponsored by Wasserstein & Co., LP.
The only fully integrated, North America-based global newswire, Marketwire inc. is a full-service partner to IR, PR and MarCom professionals seeking premier distribution, media management, multimedia and monitoring solutions. Marketwire’s customer-centric corporate philosophy focuses on being the best by infusing every aspect of its business with the following core attributes: precision, adaptability, innovation and simplicity. Marketwire delivers its clients’ news to the world’s media and financial communities. With a reputation for technological leadership, Marketwire offers innovative products and services—including social media, search engine optimization, Dashboard Mobile Financial, news dashboard coverage reports, exclusive access to networks such as the Canadian Press Wire network, easy IR and PR workflow solutions and more—that help communications professionals maximize their effectiveness while ensuring accuracy and best practices. Having merged companies (Marketwire and CCNMatthews) in April 2006 and enjoying a combined history of 25 years of service, Marketwire is now majority-owned by OMERs Capital Partners, the private equity arm of one of Canada’s largest pension funds.
GlobalFluency is the leader in the Intelligent Market Engagement (IME), a powerful model for building brand authority, shaping market discussion and harvesting new business prospects. The IME model allows companies to directly address and engage with important decision makers and customer audiences to identify, examine and accent critical issues that impact their markets. With a bi-coastal North American office presence in Silicon Valley and New York City, GlobalFluency has 70 member offices in 40 countries around the world.
Dun & Bradstreet is the world's leading source of commercial information and insight on businesses, enabling companies to Decide with Confidence® for 171 years. D&B's global commercial database contains more than 215 million business records. The database is enhanced by D&B's proprietary DUNSRight® Quality Process, which provides our customers with quality business information. This quality information is the foundation of our global solutions that customers rely on to make critical business decisions.
D&B provides solution sets that meet a diverse set of customer needs globally. Customers use D&B Risk Management Solutions™ to mitigate credit and supplier risk, increase cash flow and drive increased profitability; D&B Sales & Marketing Solutions™ to increase revenue from new and existing customers; and D&B Internet Solutions™ to convert prospects into clients faster by enabling business professionals to research companies, executives and industries, over the web.
The Chief Marketing Officer (CMO) Council is the only global network of executives specifically dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 15,000-plus members control more than $500 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 35,000 global executives in more than 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia-Pacific, Middle East, India and Africa. The council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Mobile Relationship Marketing (MRM) Strategies, LoyaltyLeaders.org, CMOCIOAlign.org, Marketing Supply Chain Institute, Customer Experience Board, Digital Marketing Performance Institute, GeoBranding Center and the Forum to Advance the Mobile Experience (FAME).
This report highlights the five key plays all CMOs need to undertake if they are to drive successful growth. Findings are based on deep-dive interviews with growth-driving CMOs that have truly ignited growth within their organizations, as well as a survey of close to 200 senior marketing leaders.
The brief aggregates the best practices of leveraging eCommerce communities to execute smarter and more personalized customer acquisition strategies with key insights from brand leaders at Bosch, Brooks Sports, Casio, Electrolux, Fruit of the Loom/Spalding, LEGO, Lenovo, PERRIN PARIS, PUMA and Serta Simmons Bedding.
This report reveals perspectives from 150 manufacturer and retailer marketers around what steps they are taking, and where they are missing the mark, when it comes to the aftermarket, including perspectives from 18 marketing executives from brands such as Ace Hardware, Whirlpool, Wally Sears, Electrolux, Microsoft, Kia Motors, and others.
The ownership experience should be a critical brand differentiator and revenue generator for both manufacturers and retailers. Research findings confirm that the aftermarket service and support that drive and solidify satisfaction, loyalty and advocacy.
The age of customer experience has heralded in a new sense of empowerment and influence amongst CMOs, now positioned as strategic members of the C-Suite. Research findings include top methods by which marketers can drive revenue and improve margin.
Recent research reveals that marketers will not only be working to connect experiences and campaigns, but they will also be looking at everything from their relationships with data to content in order to create the connected experiences that customers are demanding.
According to new research, more than a third of marketers (39 percent) believe their technology investments have met expectations in areas such as measurement and customer interaction. Research highlights best practices to exceed exceptations.
Identifying real-time decisions for business-driving engagement will require redefining data’s value and primary role, moving away from using data as a vehicle to calculate past performance metrics and into a critical tool to uncover new, real-time insights about customer behavior.
Findings from a series of executive roundtables to discuss new paths to revenue and the challenges to monetization optimization include best practices and strategies for identifying new opporunities and maximizing existing experiences.
This report explores to what degree chief marketers are unifying and extracting value from multiplying customer data sources through the quantitative insights of 150 senior marketers and highlights insights from qualitative interviews with leading marketers at Wells Fargo, Charles Schwab, Disney ABC Television, See’s Candies and more.
The report is based on a survey of 330 senior-level executives around the globe, and in-depth interviews with top executives in the realm of strategic partnerships that sheds new light into the motivations, rewards, pitfalls and proven practices that companies must consider as they seek growth and inspiration through business alliance building.
The "State of Marketing"—the most valued annual study by the CMO Council— provides an in-depth view of global marketing vitality and direction and serves as a valuable resource tool to help calibrate, prioritize and make a business case for marketing investments.
This report highlights the primary objectives and challenges of sales organizations, as well as areas for improvement to ensure success as sales leaders look into new ways to enable sales and empower their teams.
Research highlighted in the latest report from the CMO Council and CLOSE—entitled “Know More to Grow More”— reveals that marketers have notable deficiencies when it comes to obtaining valuable customer data and providing actionable intelligence to sales. Full report is available for purchase via CMO Council.
No matter the product or service, marketing must drive demand-stimulating programs, and sales must maximize opportunities. This report contains executive perspectives from six in-depth brainstorming sessions around the world to probe the roots of these issues and create frameworks to resolve them.
v>In The Machine, Justin Roff-Marsh shows readers how to follow the intrepid executives on three continents who have implemented his ideas over the last 15 years, building ridiculously efficient sales functions--and market-dominating enterprises--as a consequence.
Roff-Marsh calls these executives his silent revolutionaries.
This revolution has been brewing for a long time. For the last 20 years, organizations' ability to produce has overtaken their ability to sell, and, for at least as long, customers have unfailingly embraced every opportunity to avoid interacting with traditional field salespeople.
Applying the division of labor to sales might not seem controversial, but this innocent-sounding idea decimates the sales management orthodoxy and replaces it with a strange new world where sales is primarily an inside activity, where salespeople earn fixed salaries and focus their attention exclusively on selling conversations, where regional sales offices become redundant, and where marketing and engineering become seamlessly integrated with sales.
The Machine is a field guide for the executive who's prepared to wrestle sales away from autonomous field-based artisans in favor of a tightly synchronized team of specialists. Readers will embrace The Machine either to exploit the new sales order or to avoid falling victim to it.
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Psychologist and sales coach Simon Hazeldine presents a process and approach to selling that is based on solid research and the latest findings in neuroscience. By incorporating PRISM brain-mapping-- a personality profiling instrument that uses neuroscience to identify behavioral preferences -- Hazeldine helps front line sales associates, sales managers and directors understand the importance of the unconscious and find out how to get below the surface level of buyer behavior. PRISM is the tool to enable a sales force to sell in the way that customers prefer, to be flexible and responsive, to be proactive and anticipate the customer's needs. Its use will help develop skills in building sales relationships and discover neuro-negotiating techniques that result in sales success.
China CMO Greg Paull, Goh ShuFen, Whirlwind Book Consultancy
China is, all at once, the world's most dynamic, frustrating, confusing, inspiring, and challenging marketplace. As companies invest more and more in marketing, raising the country to second behind the US in advertising spending, there have been many white papers, books, and reports on how to win. This book is different - it comes straight from the mouths, heads, and hearts of sixteen of the leading CMOs (Chief Marketing Officers) based in China. From Coca-Cola, Starbucks, McDonald's, and Visa to local companies such as Lenovo and Bank of Communications. This is their story. These are their ideas "More often than not, marketers come into China ill-prepared. But it's our business to know what we're getting ourselves into so we can roll with the punches." - June Bu, Johnson & Johnson "You can read as many books or blogs as you want, but you will never know what it means to do business in China until you come here for yourself." - Christine Xu, McDonald's China is now the world's second largest ad market; two decades ago its ranking was insignificant. CHINA CMO provides a snapshot of some of the most successful brands in the Mainland - but more importantly, this book is about the marketing leaders driving the award-winning work behind the brands. We shared discussions with seventeen CMOs from brands like Mondelez, AB InBev, and Lenovo to hear about their journeys in overcoming the challenges of the China market. This is what they have to say.
Marketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully.
What’s been missing—until now—is a strategic look at how lead-generation tactics can work together to produce the maximum number of quality leads. In The New Rules of Lead Generation, marketing expert David T. Scott examines the seven most successful tactics, including e-mail, direct mail, and search engine marketing; banner and social media advertising; cold calling; and trade shows. He reveals when to use which tactics, how to use them cost-effectively and get the best results, and how each tactic has changed in recent years and will continue to evolve in the future. Readers will also discover how to test new approaches on a limited budget and how to combine multiple tactics for a more powerful, integrated campaign.
The CRM Field Guide is an essential guide to Microsoft Dynamics CRM that everyone should have on their bookshelf. This book offers you details not only on CRM fundamentals and extensibility points but also the tried and true best practices and strategies of the combined experience of some of the most recognizable global experts in the CRM industry. The field guide contains insights from many CRM MVP contributors and is intended to be a book you pick up over and over again as you use CRM.
In order to be truly remarkable and create the kind of company that gets people talking, you need to step outside of comfortable patterns and think about your business in new ways. Changing the way your company does business starts with a close look at the way you interact with your clients or customers. That means re-examining your sales and marketing approach.
Eric Keiles and Mike Lieberman present three ''big ideas'' that will help you think differently about your sales and marketing efforts, lead your company to success, and beat the pants off of the competition.
- Adapt to the dramatic shift in buyer behavior. As you probably know by now, the Internet has permanently changed the way people make purchasing decisions. Now that consumers have the power to research each purchasing decision online with the touch of a button, companies both large and small need to rethink their sales and marketing approach.
- Transition to a guided sales process. The new consumer does not want to be sold. Instead of selling or pushing your company's products and services to every lead, you need to retrain your sales force to act as consultants who take time to understand each prospective customer's pains, answer their questions, and guide them to the appropriate solution.
- Create a Revenue Department. For decades, companies of every size and across countless industries have separated their sales and marketing efforts into two distinct departments: one to drive customers to your door (marketing) and one to close the deal (sales). By combining your sales and marketing team members into a single, cohesive entity called The Revenue Department, you ensure that every member of the team works together to reach your company's overall goals.
Creating positive change within your business structure may seem difficult. Whatever you do, don't stand still. Change is necessary to move your business forward.
As Confucius said: Every long journey begins with a single step. But there's one thing Confucius left out: If you don't start taking those steps now, before long the competition will leave you behind.
Dynamics CRM has many ways to gather and automate those processes, using the system you already have. In this book you ll be guided along from the fundamentals of business processes and how to use software to manage and drive these.
CRM Fundamentals is a critical and comprehensive resource for executives and project leaders tasked with managing customer relationship management (CRM) initiatives. It provides an introduction to CRM and how it delivers value to organizations, and describes the process to build and execute a CRM roadmap successfully—including identifying goals, lining up the right people, planning projects, choosing software packages and consultants, managing the initial CRM implementation, and maintaining and evolving the program over time.
Adam Metz is prized by clients and online fans for his understanding of what makes both companies and their customers click—and how social media can get them in sync and drive revenue. In The Social Customer, he teaches you all you’ll need to know to transform your business—not just on the Web but across the board. Even if Facebook and Twitter were to disappear tomorrow, these are the fundamentals that will always apply—whatever the technology and whatever the social media.
Lead generation is “Job One”: B2B marketers’ single most important objective. Maximizing Lead Generation brings together everything you need to know to do it right. Fast-paced and 100% practical, it will help you achieve outstanding results in any B2B marketplace—from enterprise technology to industrial equipment to professional services.
Written in Dr. Wong’s vivid and interesting style, and furnished with real-life examples from Canada, this book helps marketers to generate greater customer value by making good use of market segmentation, product differentiation, and customer retention strategies.
The Truth About Leads is a practical, easy-to-read book shedding light on the secrets that help you focus your B2B lead-generation efforts, align your sales and marketing organizations and drive revenue. Written by prospect development expert and PointClear founder and CEO Dan McDade, The Truth About Leads debunks traditional thinking while uncovering the truths that lead to additional, larger and more profitable wins for your organization.
Marketing automation has been called the most transformative advancement in sales and marketing since the advent of CRM. Never before have sales and marketing professionals had so much insight into prospects' interests, behaviors, and buying intentions. Many people think of email marketing, and the inbox, as an effective part of online lead generation and nurturing, and it is. But marketing automation provides a complete solution, with the inbox as just one piece of the toolkit. Learn about marketing automation and how it can benefit your business today.
A complete and comprehensive handbook for the application of data mining techniques in marketing and customer relationship management. It combines a technical and a business perspective, bridging the gap between data mining and its use in marketing.
In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing.
Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing.
This comprehensive guide to Customer Relationship Management (CRM) draws on Barton Goldenberg s 20+ years of experience guiding firms to a successful implementation of CRM solutions and techniques. Goldenberg demonstrates how the right mix of people, process, and technology can help firms achieve a superior level of customer satisfaction, loyalty, and new business. Beginning with a primer for executives who need to get quickly up-to-speed on CRM, the book covers a full range of critical issues including integration challenges and security concerns, and illuminates CRM s key role in the 24/7/365 real-time business revolution. CRM in Real Time is an essential guide for any organization seeking to maximize customer relationships, coordinate customer-facing functions, and leverage the power of the Internet as business goes real time.
CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar argues that, although the function of marketing has lost ground, the importance of marketing as a mind-set--geared toward customer focus and market orientation--has gained momentum across the entire organization. This book challenges marketers to change their role from implementers of traditional marketing functions to strategic coordinators of organization-wide initiatives aimed at profitably delivering value to customers. Kumar outlines seven cross-functional and bottom-line-oriented initiatives that can put marketing back on the CEO's agenda--and elevate its role in shaping the destiny of the firm.
Retaining all the tips, tactics, and strategies that have made Strategic Database Marketing the go-to resource for marketers who take their craft seriously, this classic guide gives you the most current tools and techniques for gathering and measuring metrics and making accurate predictions with them.
Emerging markets are set to account for 50 percent of the world’s total consumption by 2025. - McKinsey
Asia's retail sales will grow by 8.5% in US dollar terms by 2016, higher than the global average growth rate of 5.6%. - Marketing Interactive
By 2018, it is estimated that Asian retail sales will amount to US$10 trillion, much of which will be driven by India and China. - Marketing Interactive
The average business-to-business purchase is 57 percent of the way through the decision to buy before a supplier sales representative is engaged. - Google
During the last five years, the average sales cycle has become 22 % longer, typically with three more decision makers participating in the buying process. - Technically Marketing
When it comes to sales leaders, marketers, and customer service leaders, the info metrics shared say 81% plan to increase their use of CRM, 80% plan to increase mobile app usage, 82% plan to increase social media, and 81% plan to increase customer analytics.
On average, 23% of an organization’s data is inaccurate, incomplete or out of date.
15 percent of respondents at end-user organizations who report full integration among customer-facing systems.
- Score More Sales
More investment in mobile marketing solutions is a factor among small businesses polled, with 71 percent “somewhat” or “very likely” to increase budgets for marketing via mobile devices - Mobile Marketing Watch
New AT&T Small Business Technology Poll surveyed 1,000 small businesses nationwide and found that 66 percent of small businesses plan to invest as much or more in digital marketing - Mobile Marketing Watch
B2B small business marketers allocate 31 percent of their budgets to content marketing, and 57 percent say they are planning to increase this amount. - Business 2 Community
Wells Fargo was the largest lender to small business nationally in 2012, and had $32.8 billion in small business loans in 2012 making it the leader nationally - Biz Journals
Almost seven in 10 (68%) of the 701 marketers attending the DMA2012 and Forrester Research conferences in October 2012 who were surveyed said they will increase data-related marketing expenditures either slightly (20%) or greatly (48%) in 2013.
Delving beyond simple spending, the survey also found that only 12% of marketers have no plans to improve customer data methods this year.
Forty-nine percent of respondents said web analytics is the best channel for generatin - CMSWire
50% of leads are qualified but not yet ready to buy.
Only 25% of leads are legitimate and should advance to sales.
Research shows that 35-50% of sales go to the vendor that responds first.
79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance.
61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified.
57% of B2B org - HubSpot
Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost
Nurtured leads produce on average a 20% increase in sales opportunities versus non-nurtured leads.
- Customer Think