Learning Management Systems

Marketing Automation Platform. The centralization of an organizationís demand creation efforts that combines both campaign management (outbound email, direct mail, and Web-based campaigning) and lead management (lead scoring, routing, distribution and portfolio campaigns) technology.

An online, interactive presentation of data and analysis; contrasted with a report thatís a static, often manual compilation of information in document or presentation format.

Responsible for the capture and dissemination of marketing information to the enterprise, be it performance metrics, data or strategy/planning initiatives and budgets, as well as the systems and processes that help generate this information in a systematic, predictable fashion.

A collection of marketing activities, processes and knowledge that describe campaigns, outline programs and introduce the library of available tactics for execution.

Market Development Funds

Market Intelligence

Marketing Resource Management

The ability to assign multiple scores to a lead, which can be useful for companies with multiple products or campaigns that need to be managed separately.

The process of reigniting stalled deals in the late stages of the demand waterfall in order to expedite and ensure that they convert to closed deals.

A limit placed on a lead score to prevent scores from being inflated by repeated actions or triggers (e.g. multiple downloads of the same whitepaper).

The execution of a series of related programs to a prospect base with the goal of driving multiple interactions over a concentrated period of time.

The score for a lead that indicates their interest in a specific product. An organization may capture multiple product scores.

The lead characteristic of being ready to engage with sales ñ a definition that is agreed upon by marketing and sales according to the profile of an ìidealî customer and a scoring methodology.

A process that runs potential targets through a series of internal and external variables to score and rank targets that have the highest propensity to purchase a product or service.

Transferring knowledge to sales reps, and then helping them more effectively share this knowledge with customers and prospects.

A collection of integrated marketing and sales content, tools, tactics and strategies designed around comprehensive client issues.

A formalized and continuous process to increase sales productivity through improving sales skills, optimizing processes and increasing knowledge.

The framework by which leads are scored (e.g. points, letter grades, etc.)

Sales Force Automation (tools such as salesforce.com or SAP). Allows salespeople to keep track of contacts/accounts/opportunities.

A technology framework that identifies four key layers of functionality needed to optimize demand creation engines. For an optimal demand creation engine to exist, all four layers must be integrated.

A model that displays five levels of leads from very unqualified (Level 1; a response to a marketing campaign) to very qualified (Level 5; someone with a defined need for your product or service, along with a timeline, budget and responsibility for a purchase).

Service-Level Agreement. A defined and socialized agreement between marketing and sales.

Small and Midsized Businesses

Sales-Ready Leads. A lead that is ready for sales interaction, often decided by a lead score

Technology, Recruitment, Enablement and Demand Creation. Represents the four most common (and critical) layers of B-to-B channel investment.

A score used to determine whether or not a specific action should be taken on a lead.

An event based on a change or update in status, demographic information, or user behaviour that causes a lead to proceed along a specific workflow branch or a new path entirely.

Inducing a customer to purchase more expensive items, upgrades or other add-ons. For example: service warranties on electronics.

Voice of the Customer. A broad, ongoing effort to evolve into a customer-centric organization, where both company resources and effort will be closely aligned with customer priorities.