A Brief Look Back in Time
I’m old enough to remember a world before Salesforce, when sales data resided in the IT department and every new report required a custom-built project.
The evolution of cloud-based, user-friendly CRM applications moved data out of IT and closer to the stakeholders, putting sales analytics at the fingertips of sales executives, and enabling reports to be conceived and built on the fly. This next generation CRM transformed how sales teams were managed and ushered in a new level of predictability to sales forecasting.
Back to the Future
Fast forward and today a similar evolution is under way in marketing. SaaS-based solutions like Keen’s are putting a brand’s full knowledge estate at the fingertips of brand marketers. These are the folks who feel the pain when marketing programs fail to demonstrate measurable financial results.