| 9/18/2009 - Account-based Marketing (1020 kb) |
| One-to-one marketing is one of the most important concepts in customer acquisition and loyalty. What do you do if your company sells to other businesses? Account-based marketing is not only an opportunity to manage your dialog with customers, it is one of the greatest tools to demonstrate marketing effectiveness and better align your organization with sales. Join this conversation on account-based marketing. |
| 9/14/2009 - Customer Data Quality (1 mb) |
| Without current, complete, and accurate customer information, companies are flying blind. Analysis is suspect, campaigns are poorly targeted, money is wasted and marketing and sales are constantly at odds. There is a solution. Join this conversation on customer data quality and Extraprise will share some critical best practices. |
| 6/30/2009 - Sustainable Marketing (806 kb) |
| Extraprise defines what's required to develop a sustainable capability to market effectively through the vicissitudes of the current economy. Utilizing techniques like continuous improvement, real-time measurements, and a customer-centric focus; Extraprise develops a systematic approach that enables a cogent, quantifiably-driven response, even to the most turbulent of environments. |
| 4/15/2009 - Case Study: Fortune 100 Wealth Management Firm (891 kb) |
| Follow the transformation of one of the one largest wealth management firms, as they leverage their Siebel enterprise marketing suite to dramatically improve their response management capability resulting in a doubling of volume with no increase in headcount, while reducing cycle time, and reducing dependence on IT. |
| 2/25/2009 - Siebel Marketing Operations (74 kb) |
| Elevate your marketing performance and learn more about our Marketing Operations Support capabilities with this informative brochure. |
| 12/29/2008 - Cut Your Marketing Budget, Not Your Strategy (52 kb) |
| Sometimes, no matter how hard you try, you have to accept budget cuts. What follows are some ideas that will save your budget without reversing all the hard work you’ve already put into your marketing plan. |
| 8/6/2008 - Extraprise CRM Survey Report (130 kb) |
| Survey Results from Extraprise's CRM Support Survey conducted at the 2008 Collaborate Conference. |
| 12/6/2007 - The Best Database Marketing Discoveries for B2B Companies (84 kb) |
| Database marketing helps companies identify trends, plan and execute targeted, trigger-based campaigns and create a closed-loop marketing and sales environment. The best B2B companies have not only discovered how to effectively analyze and discover customer opportunities, but they also know how to generate better conversion rates which significantly impacts marketing ROI. This white paper illustrates how implementing specific B2B database marketing tactics improved the results and effectiveness of each company’s overall marketing spend. |
| 10/23/2007 - Developing Better Data To Support Decision Making (171 kb) |
| Let’s face it, customer data, in all its forms and permutations is the lifeblood of any company. Without current, complete,
and accurate customer data companies are flying blind. Analysis is suspect, campaigns are poorly targeted, and marketing
and sales are constantly at odds. For B2B companies in particular, data issues often dominate marketing’s thinking—or at
least they should. |
| 12/5/2006 - Achieving Closed-Loop B2B Marketing (105 kb) |
| What do CRM and Database Marketing have to do with one another?
Everything. No development could change the database marketing industry more than customer relationship management. Over the last ten years CRM initiatives have generated as much change and sparked more debate than any other corporate concept. Companies have realized (many through failure) that CRM is only one step in the path to customer optimization.
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| 7/21/2006 - B2B vs. B2C Marketing (401 kb) |
| Where does the marketer turn to sort through these challenges? Increasingly, they work with a database marketing company to help them understand their customers better and execute more targeted acquisition and retention programs. For B2B marketers, the search for the right database marketing firm has been particularly frustrating becausetraditional database marketing companies developed systems and techniques that are usually B2C-centric. |
| 11/1/2005 - CMO Survival Guide (208 kb) |
| Strategy, brand, advertising, design,
public relations and all the other sizzle in marketing are only as good as the real meat that
supports them. This support comes in the form of clean and complete data, efficient business
processes, accurate and integrated systems, and, of course, intelligent people to make sense of
it all. Accepting the importance of these four items: data quality, business processes, systems, and
people is vital. In fact, it will help you keep your job. This report offers a four step approach
that can help arm CMO’s with the tools necessary to learn from prior practices, prove ROI,
embrace accountability, and create and implement programs necessary to increase the
effectiveness of their entire marketing organization."
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| 6/1/2005 - The Realities of Achieving the Single View of the Customer (1001 kb) |
| "Achieving a “single view of the customer” has long been promoted by software vendors as one of
the fundamental reasons for investing in customer management technology.
The concept has an intuitive appeal and the thinking behind it is: “Use a system to record each
interaction with a customer and make this data visible to all employees so they can leverage
organisational memory to maximise the value of each subsequent ‘moment of truth’…”"
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| 4/1/2005 - Achieving the Vision of a Truly Customer Centric Organization 2004 (245 kb) |
| Most CEOs by now have a customer centric vision of the future where CRM is fully embedded in
their organisation. This paper is intended to help bring clarity by revisiting
the fundamental logic of CRM, identifying practical next steps to move the discussion forward
and questioning whether, in the age of the customer, companies can afford to wait." |
| 12/31/2004 - Marketing Transformation: How to Lead the Revolution (487 kb) |
| "Marketing is in the midst of its most significant transformation in the last thirty years. Strategy has
reached an inflection point as the profession undergoes a revolution, not simply another step in its
evolution. External drivers such as globalisation, privacy legislation, technology changes, and the
saturation of traditional marketing channels have caused many companies to take a step back and
rethink their traditional approach to customers. Internal company pressures to demonstrate that
marketing spend is having a measurable impact on the bottom line are also pushing the
transformation agenda to the top of many companies’ list of priorities."
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| 11/1/2003 - Meaningful Measurement - Using Key Performance Indicators to Drive CRM (2 mb) |
| "The old truism “you can’t manage what you can’t measure” has encouraged many organisations to
adopt a “measure everything” approach to CRM.
The amount of data afforded by new channels (e.g. data-rich web journeys vs. anonymous store
visits) would seem to facilitate this approach and yet, for the abundance of data available, and the
number of measurements taken, there seems to be a dearth of insight forthcoming. For instance,
how many CRM implementations have you come across which are able to produce credible ROI
statistics?"
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| 4/1/2003 - Leading a Customer-Centric Organization: Time for Honest Introspection? (494 kb) |
| "Try naming a few exemplar customer-centric organisations and you’ll quickly conclude that
nobody’s perfect. Whilst most companies have derived some value from their approach to
Customer Relationship Management (CRM), not everyone feels “richer for the experience”.
Today’s leaders typically have some visionaries in their teams who are keen to press on with
their CRM journey, whilst others, who have emerged a little battered and bruised from first wave
CRM, want to rest, consolidate their position, (lick their wounds?), etc., before making the next
push forward."
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| 12/31/2002 - The Impact of Organisational Climate on the Successful Implementation of Customer-Centric Vision (595 kb) |
| "It’s often claimed that happy employees make happy customers and numerous academic
studies cite the strong correlation between organisational climate and customer satisfaction.
If only the cause and effect relationship were so simple! Whilst all will concede that an
employee’s attitude is affected by the climate in which they work, “organisational climate” itself
is hard to define, harder to measure and nigh-on-impossible to assign an accurate monetary
value to. Consequently, initiatives with “improvement of the organisational climate” as their
sole raison d’être have tended to lose out in prioritisation wars between internal projects."
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