'Marketing-Ready' Organizations Net Higher ROI and Customer Value, According to New AberdeenGroup Study; Joint AMA, SAS, and Aberdeen Survey Reveals Leaders Are Leveraging Art and Science to Grow Profitable Customer Relationships.BOSTON -- Building a "marketing-ready enterprise" provides significantly higher return on marketing investment (ROMI ROMI Return on Marketing Investment ROMI Rule Out Myocardial Infarction ROMI Rekey Operator-Machine Interface ) and is becoming the driving imperative for chief marketing officers (CMOs), according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. Aberdeen's new benchmark report, "The CMO's Strategic Agenda: Building the Marketing-Ready Enterprise." According to the report, a majority of "marketing ready" companies achieved better than 15% annual improvement in ROMI, gross revenues, and customer retention rates. Key findings include: --Leaders have market analytics, customer interaction applications, business processes, and infrastructure integrated across brands and product lines. --Best-in-class companies understand exactly the relationships their best customers want. --Marketing-ready companies are three times more likely to report a 50% ROMI than their counterparts. Nearly 600 members of the American Marketing Association The American Marketing Association, one of the largest professional associations for marketers, has 38,000 members worldwide in every area of marketing. For over six decades the AMA has been the leading source for information, knowledge sharing and development in the marketing profession. (AMA (Automatic Message Accounting) The recording and reporting of telephone calls within a telephone system. It includes the calling and called parties and start and stop times of the call. ) responded to Aberdeen's "Marketing Readiness" survey, designed in collaboration with the AMA and SAS Institute SAS Institute Inc., headquartered in Cary, North Carolina, USA, has been a major producer of software since it was founded in 1976 by Anthony Barr, James Goodnight, John Sall and Jane Helwig. . The study reveals that companies attaining 25% or higher annual customer profitability rates have similar advanced practices and processes: --Proactive monitoring of customer behavior and rapid response with highly relevant offers. --Customer profitability modeling and predictive analytics for multi-channel campaigns. --Tracking and aggregating customer touch-points to purchase or sales channel. "As marketing processes, competencies, and enabling technologies become more sophisticated, CMOs are aligning the marketing function with strategic corporate goals -- including customer intelligence, product innovation, brand, and reputation management," says Leslie Ament a·ment n. A person whose intellectual capacity remains undeveloped. , director of Aberdeen's Market Analytics research. As CMOs face increased pressure to demonstrate ROMI, marketing needs to be more agile, presenting the right offer, at the right time, to the most valuable customers. "To meet this demand, CMOs need customer intelligence tools, CRM (Customer Relationship Management) An integrated information system that is used to plan, schedule and control the presales and postsales activities in an organization. , and analytics to grow value and opportunities with the best customers," says Paul Bierbusse, senior director of customer intelligence at SAS (1) (SAS Institute Inc., Cary, NC, www.sas.com) A software company that specializes in data warehousing and decision support software based on the SAS System. Founded in 1976, SAS is one of the world's largest privately held software companies. See SAS System. . To obtain a complimentary abridged copy of "The CMO's Strategic Agenda: Building the Marketing-Ready Enterprise," follow this link: http://www.aberdeen.com/link/sponsor.asp?cid=2026 About AberdeenGroup Aberdeen (www.aberdeen.com) provides fact-based research and insights focused on the global, technology-driven value chain. Its benchmarking, market and solution assessments, sales acceleration programs, and conferences support Global 5000 value chain and technology executives and the solution providers who serve them. For more information on SAS, go to http://www.sas.com/. To reach the AMA, go to http://www.marketingpower.com/. |
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