CRM MARKETING AUTOMATION

CRM MARKETING AUTOMATION

INTRODUCTION:

There has been a significant shift in business As a result of this shift; there has been a corresponding shift in how businesses measure profits and the investments which support or even drive these profits. A standard profit and loss statement shows revenue, expense and profits. In this type of model, Marketing communication costs are an expense. Measuring the expense of marketing Communication in the context of customers, promotions and results provides a model for treating the expense as an investment. Specifically, linking revenue and gross profits to the investment Provides a clear picture as to the return, providing ample justification for and an opportunity to improve the return.
Within this framework an organization can effectively focus efforts on reducing marketing communications costs and improving revenues. Positive results in these areas in turn improves the return on investment (ROI) and the profitability of the business. This model (paper) also suggests specific strategies and tactics to be pursued which will reduce the cost of marketing and improve revenue. While there are also significant business challenges in Pursuing such goals, particularly in relation to infrastructure, there are proven methods which successfully meet these challenges — methods whose results can have a dramatic impact. This paper focuses on the opportunity represented by marketing and specifically marketing Communications, in improving customer profitability and retention.


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