Given its industry and corporate strategy, the company I work for has six unique sales channels, each operating with its own products and services.
This mandates a personalized marketing style and can create a headache when identifying where to allocate precious resources. The struggle is prioritizing our marketing efforts to help each channel. Do we allocate heavy resources into a channel that has doubled in growth every year, or a more established channel that generates a substantial amount of the company’s revenue? This has forced us to consider ROI as the differentiating factor when prioritizing larger marketing resources.
To accomplish this, we need to integrate our marketing automation platform with our CRM system. — Read the rest of this article on TechTarget.com