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Integrating Marketing, Sales, and the ChannelProduct Type: Market Research ReportPublished by: IDC Published: November 2004 Product Code: R104-17574 Description
This IDC study defines the salient points of the lead generation?to?lead closure process, discussing why it can be enormously challenging. The roles of marketing, sales, and partner organizations are examined, along with how current CRM applications stand poised to help manage this process. IDC believes that the traditional role of CRM applications will expand as organizations themselves begin to resolve the existing internal conflicts. Using a third party ? in this case an application ? many points of contention can be minimized. "The lead management process is one simple, yet critical element of most businesses that exemplifies the failures of internal coordination and processes within organizations. Cross-departmental business-flow issues can start to be addressed with the use of application technology, but will not be solved without support by internal management." ? Mary Wardley, IDC vice president, Enterprise Applications and CRM Software Table of Contents
Table of ContentsIDC Opinion In This Study Situation Overview Lead Generation to Lead Closure: Marketing and Sales Integration Figure: The Marketing and Sales Funnel Figure: Lead Processing: Steps and Costs Figure: The Business Process Gap Incorporating the Channel Figure: Partner Integration Process Transparency Utilizing Application Functionality Benefits Challenges Business Commitment and Departmental Responsibilities Establishment of a Business Process Support for Partners Future Outlook Essential Guidance Learn More Related Research Synopsis |
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