Clue Me In, Please
The justifications for current day Data Hoarding are really just as inane and counterproductive as hiding an important file outside of the system. The salesman who hoards his leads and prospects is hurting both himself and the company. He is not keeping his "hot leads" away from competitors or even in-house sharks looking for any crumbs. Instead, by thinking proactively and having his prospect info bounce up against existing client contacts and transactions, it permits him to see RFM data that he can use for upsell, cross-sell and offer packaging opportunities as a value-add. The brand director, by not sharing her latest product offerings and upgrades across the enterprise, handcuffs her client services and sales teams who have contacts clamoring for the most cutting-edge tools to improve ROI. Harvest that low-hanging fruit that provides quick, easy, effortless, revenue straight to the bottom line. And, following the theme of the opening scenario, having all these pockets of information going to waste as it stagnates in a desk drawer limits the ability of Analysts, Finance, Marketing, even HR to measure and forecast corporation-wide goals and initiatives.
The data you are sitting on is the single most valuable resource that your organization owns. Francis Bacon was right. Knowledge is Power. Gather it religiously, nurture it endlessly, enhance it vigorously. Most importantly, marry it to every other data touchpoint available with the ultimate goal of monetizing every insight it provides.
—Savoir, c'est pouvoir
Vince Pickett has 30 years of direct marketing data management expertise across multiple channels and industry verticals, utilizing a wide variety of management and analytic tools for both B-to-B and B-to-C success. Pickett has seen award-winning excellence and the good, the bad and the ugliest of practices used by clients where he and his teams have built or come to the rescue of client organizations. In his career with several service provider companies or as an independent consultant, Pickett advocates for clients to maintain the highest standards of complete and accurate information for every customer, prospect or lead being maintained within the marketing database. Above all else, clean data provides every marketer with the foundation needed to segment accurately for the most efficient programs that provide the greatest ROI.
This blog will look at recent findings, review the latest breakthroughs, ask questions about topics of debate and talk with industry leaders about what is on their minds. It will also, as the title suggests, keep things not quite so serious all the time.
Contact Pickett by email at firstname.lastname@example.org or follow on him on Twitter at @vbpickett.