Ah, data. It’s in the news. It’s at all the conferences. Good grief, it’s even in your favorite magazines! Why hasn’t your organization scored with big data like the other guys? What’s holding you back? As it turns out, there are some typical roadblocks that frequently stand in the way of marketers being able to get a data marketing initiative up and running. Are these roadblocks tripping you up?
The ‘But We’ve Always Done It This Way’ Attitude
Big data will change the way you do most everything in marketing. It will change your customer profiles and how you conduct lead generation. The data forces you to prove the return you got on specific investments, and it will show that all your predictions up until now are, well, wrong. You won’t be able to do things like you always did because the data shows you a better way, and worse, backs it up with facts. To leverage big data for marketing, the old dogs have to be willing to learn some new tricks.
Old Technology and Legacy Systems
Was your marketing system designed when the ‘cloud’ meant no backyard baseball for the afternoon, ‘mobile’ meant the musical toy on your baby brother’s crib, and ‘big data’ fit on your 4-kilobyte Apple II? Technology has come light-years in the past few years, and legacy systems designed before the modern innovations simply won’t suffice in today’s data marketing environment. Get with your IT crew and invest in the future.
A Toxic Corporate Culture
Do the marketing team members have a passion for what they’re promoting? Is corporate culture so straight-laced that they refuse to embrace change and innovation? Are office politics and power struggles preventing the company from making sound decisions and grabbing data (and other opportunities) by the horns? Data-driven organizations must clear out all of the toxicity and negativity and learn to accept and embrace the changes brought by data and analytics.
If each department hoards their data stash like Hershey’s bars at a chocoholic’s convention, your data initiatives just aren’t going to work. In order to get a complete, accurate picture of the customer, the organization, and the future, the data analytics has to include data from finance, customer service, tech support, sales, marketing, production, etc. Data silos are a thing of the past.
Bad data costs businesses an estimated $600 billion per year. Bad data skews your analytical results, takes up valuable (and expensive) memory in your systems, and devalues your data’s worth. The sad part is, data cleansing is all it takes to eliminate redundancies in the data, clear out inaccuracies, and fill in data incompleteness.
ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.
To learn more about how ReachForce can help you optimize demand generation and your impact on revenue, check out our real-time web form enrichment demo, or request a free marketing data diagnostic. Get the power to let data drive marketing and higher performance.