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For Technology Product Management & Marketing Professionals
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April 9, 2008 Case Study: Business Objects' Dashboard Aligns Marketing Tactics With Sales Resultsby Laura Ramos with Bradford J. Holmes, Christina Lee |
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Executive Summary
Business Objects implemented a global marketing management system and dashboard to give its marketing executives line-of-sight visibility from initial prospect contacts to closed deals. Technology marketing professionals can learn from Business Objects how integrating business intelligence tools with marketing management can not only shorten campaign planning and execution but also get sales and marketing working off of the same numbers.
This is an excerpt
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