Information and Communication Technology (ICT) Systems

Quality Marketing and Sales technology systems need to:

Provide the means of delivering high quality Business Information which is timely, accurate and facilitates insightful observations.
Support the Marketing and Sales personnel to integrate their effort in a transparent manner so that they can provide a cohesive and valuable experience to customers.
Provide “closed looped” information covering lead generation through to actual sales and thereby optimise the ROI on combined Marketing/Sales spend.
Capture and protect key information on customers/prospects as part of the company’s knowledge management and Intellectual Property.
Excellent Technology Systems are one of the key components of achieving better sales results and enhancing customers’ experience.

Scenario
Marketing was using one system to undertake marketing campaigns and generate leads. Sales was using another system to manage sales opportunities. There was no overlap so there was a lack of visibility of the Marketing/Sales end-to-end process, i.e. there was no closing the loop between Marketing & Sales. Marketing was unable to identify which campaigns/events generated the best leads and so couldn’t optimise their marketing spend whilst Sales had difficulty determining which leads to focus on.

Approach
Using their diagnostic approach, WT interviewed the Marketing, Sales and Systems personnel and quickly identified how to modify and integrate the ICT systems to deliver end-to-end visibility of an integrated Marketing and Sales process.

Outcome
The ROI of the Marketing and Sales spend as a percentage of revenue increased and the Marketing and Sales Directors were to able to manage their resources much more effectively and proactively to deliver a better overall ROI on the combined Marketing & Sales spend – the CFO was much happier as well.