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== Challenge 1 : Delayed allocation ==
January through March (1-3) marketing put out a targetted campaign with the code code001. April through June (4-6), they put out a different targetted campaign to a different group. They use code002. The sales process takes 2 months to complete. Someone signs up in March, but the sale completes in May. How will the reporting differentiate the sales as attributable to the correct campaign.
== Challenge 4 2 : [Timing] For business process outsourcers and sales teams that use tv and radio advertising, burst contact is a real challenge. A tv add goes at 19:30 in the middle of evening viewing. There is a flood of calls into the contact centre. Staffing for burst activity is very difficult to coordinate as with teams in house and outsourced, the marketing department needs to coordinate with sales to make sure there are staff there. This is further complicated when broadcasters don't stick to schedules or for pricing reasons timed schedules are moved slightly. So imagine the same ad goes out 30 minutes late. The staffing was fine for 19:30 but at 20:00 there is normal / minimal staffing. All the calls go on hold or worse the calling customers are left waiting so long they hang up.Proper allocation ==
== Challenge 3 : Numerous marketing campaigns ==
Larger companies have larger budgets and larger teams in marketing and sales. It is not uncommon for medium sized businesses to have anything up to 30 different targetted advertising campaigns on the go. Larger company also means larger sales teams. They have to be trained on what campaign is using what advertising. For this reason, a lot of companies have break downs between marketing and sales. The overhead on sales to accurately capture which sale started with which campaign, often lead to breakdowns in proper data capture. == Challenge 4 : Timing == For business process outsourcers and sales teams that use tv and radio advertising, burst contact is a real challenge. A tv add goes at 19:30 in the middle of evening viewing. There is a flood of calls into the contact centre. Staffing for burst activity is very difficult to coordinate as with teams in house and outsourced, the marketing department needs to coordinate with sales to make sure there are staff there. This is further complicated when broadcasters don't stick to schedules or for pricing reasons timed schedules are moved slightly. So imagine the same ad goes out 30 minutes late. The staffing was fine for 19:30 but at 20:00 there is normal / minimal staffing. All the calls go on hold or worse the calling customers are left waiting so long they hang up. == Challenge 5 : Speed of metrics == The speed of getting information back to the marketing teams can often be slow. This lack of speed can result in lots of lost revenue and options. For example if an ad doesn't go out on radio, unless marketing are watching all the radio ads, they won't know if it happened or not. If a tv campaign is not generating any interest without the sales data, they won't know whether to continue or pull the advertising. The old adage of if you're going to fail, fail fast and fail cheap. == Challenge 6 : Dark art of marketing == Marketing for the complexity in manipulating customers into interest can lead it sometimes be refereed to as a dark art. Even putting an ad on tv doesn't guarantee that people will call. Here is a fascinating look at product research and how through the use of data clustering marketing is able to focus on groups. Targetted advertising uses the same principles. http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce Another fascinating view of how marketing impact works through advertising. http://www.ted.com/talks/seth_godin_on_sliced_bread == Challenge 7 : [Data preparation] == There is often a lot of data captured during the sales process. Often quite sensitive data. Whilst marketers need as much information and metrics as possible, data protection must be adhered to. This adds an overhead of data preparation and can slow up the information coming back from sales to marketing departments. If an external media management company is used, the data has to also be filtered to ensure that no potential customer information is leaked outside the organisation.
=== Challenge Solution 1 : [Delayed allocation] ===
=== Challenge Solution 2 : [Proper allocation] ===
=== Challenge Solution 3 : [Copious Numerous marketing campaigns] ===
=== Challenge Solution 4 : [Timing] ===
=== Challenge Solution 5 : [Speed of metrics] ===
=== Challenge Solution 6 : [Dark art of marketing] ===
=== Challenge Solution 7 : [Data preparation] ===