Does this situation sound familiar? You have been tasked with implementing some new buzzwords in your marketing strategy, which sounds great and very exciting until you begin work on, say, an ABM project and realize very quickly that your database is too dirty and in some cases too lacking to actually support that type of advanced initiative.
As you start to dig deeper, you realize the problems extend way beyond the surface, and there doesn’t really seem to be anybody in your organization who can account for why things are the way they are, let alone what needs to be done to fix the issues. This is an all-too-common scenario. Despite the fact that the technology has been around for a while now, and that we have an increasing number of options to help solve problems and enable more advanced tactics; the fact remains that most marketers find themselves severely handicapped when it comes to actually trying to implement a revenue marketing strategy.
Author: Alyssa Hewitt