Campaign management tools often sit aside of the sales and CRM toolset, designed in the belief that marketing needs to control the implementation of a campaign stages and that is all. There is little integration in these tools, yet integration helps create a ‘closed-loop’ approach, where the total cost of marketing, from the conceptual stage through to the communication itself, can be measured. There are few opportunities to launch leads when they appear from the campaign tools to the sales force resulting in delay that can cause the lead to die. Worse still it can take so long to measure the effectiveness of the campaign that a number of other subsequent campaigns will have gone through, thus rendering the measurement obsolete.

Campaign tools should be at the heart of your CRM strategy

Campaign tools should be at the heart of your CRM strategy. They stimulate revenue ideas, drive through communications and introduce bundling and promotions that need to be communicated at every level. Above all, they place a huge demand on the resources of your CRM so if implemented badly, you can find your call centre or sales force over stretched and ill prepared.

Adopting a 'closed-loop' approach places the campaign toolset at the heart of the CRM strategy. Closed loop marketing uses the data that drives the CRM to generate new business propositions through campaign executions delivered via both digital and conventional methods.

Let QGate and Anderson Baillie help put campaign effectiveness at the heart of your CRM approach with using 'closed loop' marketing. To get started please contact our CRM experts.