Marketing Best Practices Adoption

January 10th, 2008

William Band

With contributors:

Summary

We surveyed 73 business and technology decision-makers and influencers to discover their strengths and weaknesses compared to 22 marketing best practices capabilities. We found that adopting marketing best practices challenges many organizations. In fact, fully 37% evaluate their use of marketing best practices as poor/below average. Organizations report significant deficiencies in the areas of marketing resource management, marketing campaign offer management, and outbound and inbound customer interaction management. As the battle for customers intensifies, enterprises are giving more scrutiny to the effectiveness and efficiency of marketing strategies, tactics, and ROI. How well does your organization stack up? Compare your organization to marketing best practices, pinpoint the best opportunities for quick wins, and build an action plan to close the gaps.

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