Every Infer customer we talk with seems to share a new best practice that can benefit the entire sales and marketing community. Most recently, we explored how 20-year-old ShoreTel is infusing predictive insights into its mature demand generation workflows to drive dramatic efficiency improvements. This large telephony and unified communications provider has no shortage of leads, and recognizes that having more people to call isn’t necessarily better. Instead, their demand gen team focuses on working smarter by tightly aligning effort around those activities that deliver the greatest impact for the business.
In a recent conversation with ShoreTel’s head of demand gen (and one of Infer’s Top 25 Predictive Sales and Marketing Innovators), Carolyn Wellsfry Cheng described her company’s demand generation programs, predictive use cases, marketing challenges and cost-per-MQL measurement approach.