Data: foundation of fact

We see it time and time again: companies with tens of thousands of contacts in their database, thousands of leads that “need to be followed up” and Marketing and Sales teams at loggerheads.

Marketing: “Why aren’t you following up these leads we’re passing to you?”
Sales: “Why aren’t you passing us any decent leads?”

We’ve already talked about what makes a lead a lead, so how do you get to the stage where you can start from a foundation of fact? It’s our good old friend: data. It can be the bane of our lives, but treated properly and with the respect it deserves, it’s our saviour.

Out of the entire database, how many have we touched in the last year? How many have responded or contacted us? Where have we had success? Why? What do they “look” like? What do we want to know about them that we don’t? How could we target our messages better?

Armed with the knowledge that well-cared for data can provide, we’re in a stronger position to create programmes which resonate with our audiences, making better use of our hard-won budgets, and not randomly “blasting” Financial decision-makers with the same message as User Buyers. That’s not a good look.

Even more importantly, when we acquire our leads, we can build enough knowledge about them and their behaviours to guide them through the sales cycle so when they’re passed over from Marketing to Sales, they’re ready to be converted!

Take a look at the difference attention to data has made in one software organisation:
http://www.panovus.com/case_studies/case_study_data_foundation_of_fact.pdf

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