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Consumer Research


Customer data crucial to effective channel marketing

Customer data crucial to effective channel marketing

The majority of resellers believe that having full customer transaction history details on their CRM systems and not just in their accounting systems would make a significant impact across their business in both sales and marketing departments.

Marketing directors in particular, would see the most benefit, according to new findings released by web based CRM provider,

The survey revealed that 97 per cent of the marketing director respondents in the channel feel that having transactional details such as invoices and credit information easily accessible in the CRM system would allow for more targeted and effective campaigns leading to more leads and greater opportunities.

Despite this view, the research also found that 33 per cent of CRM users are unable to realise the full potential of their systems by not having these details in their CRM systems from the outset. These resellers are unable to capture this data within their existing system as their accounting information is held in separate accounts systems unrelated to the CRM.

As a result, they are unable to manage their sales and marketing operations as effectively as they would wish. In addition, just short of half of all sales directors surveyed felt that having real-time visibility of this type of information would allow for greater efficiency within the sales team.

The research results reflect a growing need from resellers for a full ‘prospect to cash’ view to be accessible within their CRM systems by consolidating CRM and accounting information in one place and available to all. Unfortunately not many CRM solutions have the ability to create invoices or credit notes within the system and therefore the accounting is handled separately.

This leads to ‘islands of information’ being created where data has to be entered twice. Removing this duplication is seen as key to improving business effectiveness.’s web-based CRM solution manages the whole customer lifecycle including invoice production that can be exported to the accounts system for year end accounts and VAT returns.

John Cheney, CEO, comments, “The recession has made it crucial for businesses to take advantage of every sales and marketing opportunity, by ensuring their campaigns are as targeted as possible.

"It’s clear that marketing directors within the channel realise this, but many sales directors could be missing out on important opportunities as they are not making effective use of their customer data. Resellers must prioritise this understanding and may need to migrate to a CRM system that offers all customer information in one place.”

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