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 Customer.tv Marketing Software Jeff Pedowitz

Marketing Software Advice
CX

Marketing Software Selection & Deployment Success Factors

In this discussion with Jeff Pedowitz, CEO of Pedowitz Group, we explore the business opportunity, benefits and risks of marketing automation software, and why after 15 years adoption still remains low. Jeff aptly advises that marketing software can solve the illusive business problem of connecting marketing to revenue, and business leaders set out to apply marketing automation software to improve the six key areas of i) revenue acquisition strategy, ii) people, including organizational development, skills and competencies, iii) demand generation processes, iv) technology, including CRM, social media and marketing software, v) content and vi) revenue results. For marketing software selection success, Jeff suggests defining top use cases, considering current capabilities, stating clear goals and only then aligning with vendor technology. Success factors for marketing automation software deployment include verifying sales and marketing alignment, defining sales-ready leads, implementing Service Level Agreements, acquiring comprehensive content to be delivered over multiple channels, and using a phased deployment approach that includes both realistic expectations and a realistic plan.

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