Reading an interesting research summary in HBR that I wanted to share.
Whether you are a B2B or B2C company, the time taken to respond to prospects stimulus online can significantly change the ROI of your web presence. As this research shows, many firms are too slow to follow up on these leads. As HBR states:
– 37% responded within an hour
– 16% within one to 24 hours
– 24% took more than 24 hours
– and 23% never responded at all!
As companies are investing significantly to get prospects out of the web, they should have a much better turnaround, don’t you think?
Reasons not to do so include retrieving leads from CRM daily rather than on the fly, sales forces focusing on their own generated leads and rules for leads dispatching not effective enough (“fairness” can be damageable).
Where are you with this? Better know where your marketing ROI is headed sooner than later.
– Posted using BlogPress from my iPhone
A recent research from Aberdeen about Marketing Asset Management gives an opportunity to compare to the best in class.
Aberdeen uses 3 key performance criteria to compare:
- 44% of the sales forecasted pipeline generated by marketing, as compared to 2% contribution for laggards organizations,
- An average 9% reduction Year-over-year cost of market asset creation, as compared to a 6% increase among laggards,
- 15% average decrease in year-over-year time-to-market of content of all types and formats, as compared to an increase among laggards.
To achieve best in class performance, you need to
- Allow all geographies and business units to customize marketing content with proper control
- Centralize asset approval and distribution to expedite time to market and improve content
Why are so many things broken? In this entertaining talk – one of the favorites of Gel 2006 – gelconference.com/c/gel06.php
Seth Godin gives a tour of things poorly designed, the reasons why they are that way, and how to fix them.
Seth Godin at Gel 2006 from Gel Conference on Vimeo.