As expected, on a journey to revenue optimization, there are bound to be bumps and potholes to be battled along the way. According to a new study from the CMO Council in partnership with Pegasystems, marketers admit that compared to five years ago, it is far easier to connect with customers through new digital channels and campaigns, be it through social or even mobile experiences.
Marketers also note that access to rich intelligence and customer analytics has helped enable more relevant exchanges with customers…a vast improvement over engagements in 2011. But, marketers also admit that today’s landscape is one that is cluttered and confused, asking customers to sift through a mass of online and offline experiences. And, according to 35 percent of marketers surveyed, customer expectations have also skyrocketed as personalization and engaging on a deep one-on-one basis is the cost of doing business and no longer a novelty or competitive advantage.
The pressure to personalize and perform is higher than ever before…as is the expectation from organizations that marketing be the center point for customer strategy and revenue optimization. And marketers are not entirely sure they are ready to get the most of each customer opportunity as 67 percent of marketers admit that they are really only delivering on brand promises on some occasions, describing the pattern as more hit or miss than homerun.
The CMO Council and Pegasystems delved into detailed findings from their latest study entitled “Predicting Routes to Revenue: Identifying Real-Time Decisions for Business-Driving Engagement”. This webcast shared detailed findings and insights from a survey aggregating thinking from over 150 senior corporate marketing leaders. Among the key findings, we reviewed:
- Marketing’s rating of how well organizations are delivering on brand promises to customers
- Measures and metrics that define customer experience success
- The current state of analytics from predictive analytics to the ever-elusive 360-degree view of the customer
- Plans for optimizing revenue and maximizing engagement value over the next 12 months
The webcast also touched on best practices of industry leaders breaking through these data, analytics and experiences challenges to make the most of every engagement and relationship by feeding the always-on marketing brain.
Jenny Powell - US Bank; Liz Miller - CMO Council, Robin Collyer - Pegasystems