Aberdeen Group White Paper: Cross-Channel Campaign Management
Today, many organizations struggle to optimize online and offline marketing campaigns across an ever growing number of new marketing channels. CMOs are increasingly accountable for demonstrating Return on Marketing Investments (ROMI) across channels and initiatives. Despite an abundance of campaign management technologies (enterprise marketing management, lead management, CRM, marketing automation, email marketing and a variety of point solutions) marketing departments still struggle with campaign performance, campaign workflow, and campaign management; particularly across multiple marketing channels.
"Cross-Channel Campaign Management," a new white paper from the Aberdeen Group, explores how Best-in-Class organizations leverage cross-channel strategies to attain:
- 30% year over year increase in annual revenue
- 14% year over year increase in Return on Marketing Investment (ROMI)
- 22% year over year increase in customer profitability
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