CRM Special Report: Just One Question with E.piphany’s Jon Miller
3. Seamless customer conversations. Once marketers have mastered inbound and outbound contacts as separate functions, they coordinate their activities across channels to create seamless customer conversations. This will allow them to plan customer strategies and marketing efforts that maximize the value of the relationship at every stage of the customer lifecycle, without regard for the channel through which the customer will eventually receive the offer.
4. Marketing everywhere. True marketing transformation will occur when marketers can take the analytical understanding of customer value that they use when extending offers and apply it to the broader enterprise. When this happens, marketing will do more than create brand awareness and generate leads or sales; marketing will be the conductor that unifies customer-oriented strategies and processes across every channel.