- Customer relationship management tools organize customer and prospect contact
efforts and govern the usage of applicable data across the sales process
- Database segmentation tools provide a foundation for the storage and profitable
use of customer and prospect data, whether for prospecting or predictive
modeling purposes; and
- Marketing automation platforms serve as a “highway”
that organizes the flow of data, resources and strategic intent throughout the
The authors (rightly IMHO) identify the challenge as being to use these tools in such a manner that generates true incremental value. Technology available today can help build campaigns that listen and adapt themselves to better meet the evolving expectations of their audience. The challenge is to design listening strategies that intelligently leverage these capabilities....