New CMO Study Finds Marketers Guilty

A new CMO Council study only confirms what most business owners begin to suspect after investing a few hundred dollars in CRM and not getting any results.  Marketers generally fail to make proper use of CRM data. Of the companies studied in the report, only 16 percent rated themselves as effective with CRM; the majority felt that they had some distance to go before they could get the best by leveraging and integrating customer data.

“There is a lack of focus as to how to optimize revenue from existing customers,” said Donovan Neale-May, executive director of the CMO Council, New York. “In a year of economic restraints, marketers should be more concerned with cross-selling and upselling.”

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