According to SiriusDecisions, 68% of companies use marketing automation systems to do lead scoring, yet only 40% of sales people are getting value from it. When marketers are sitting on mountains of data, how could that be?The challenge with traditional scoring found in marketing automation is that it wasn’t built with a predictive-first approach. Point values are manually assigned and there isn’t any emphasis on the combination, concentration, or recency of signals. Points are just additive and the point differences between activities (e.g., downloading a whitepaper or visiting a pricing page) are essentially arbitrary. While it’s a starting point, it is easy to see why it is prone to false positives and why it is not trusted by reps.
Arguably one of the hottest cloud events of the year is quickly approaching, and like many folks we’re gearing up for another exciting Dreamforce in San Francisco this month. With lots of Salesforce-related buzz going around, including rumors of an Analytics Cloud announcement, we thought we’d share a reading list to help everyone get up to speed. Here are a few articles that will get you ready for some quality Dreamforce networking:
Marc Benioff’s leak of the imminent Salesforce Analytics Cloud announcement probably peaked your interest. Check out these thoughts from our head of marketing, Jamie Grenney, about whether this move will shake up the predictive space.
“Salesforce is putting the spotlight on the data-driven sales and marketing movement, and asking companies to re-imagine how they operate based on data. While rear-view analytics are great, they can be even better when complemented with forward-looking predictions.”
Salesforce’s recent acquisition of RelateIQ is sure to be another hot topic at Dreamforce. Read what our CEO, Vik Singh, had to say about it in VentureBeat. Feel free to share your thoughts below about whether Salesforce is really ready to integrate predictive capabilities.
“As the world moves to predictive, the big question is if these automation players can integrate predictive properly. Is Salesforce.com ready to make the hard trade-offs to support predictive-first by designing a system around data intelligence? Or will third parties be able to innovate faster outside the core?”
Vik also recently expounded upon the “Predictive-First” revolution in TechCrunch, addressing how this new era of applications is changing enterprise software. His article is a great read for anyone following this space.
“By focusing on predictive as your key product differentiator, you can more easily prioritize a minimum viable product that is intuitive and powerful.”