72 per cent of marketing managers said their companies make more than a quarter of their sales over the phone, with 46 per cent make more than half.
Flying blindDespite this, the report found that marketers rarely put systems and processes in place to track and analyse the phone calls they are receiving. Although an overwhelming 82 per cent of marketers say it’s important to link online marketing to offline sales, only 78 per cent link phone calls to marketing activity at the most basic campaign level. More than half of marketers say they don’t have a complete view of how their on and offline marketing activity is driving phone sales. The report shows how this is leaving marketers exposed; without a clear view of how customers research and buy their products. Another significant consequence is that sales are not being tracked or are being misattributed. For example, at least twice as many sales are made when conversions made over the phone – but influenced by online marketing – are included.
Marketing still operating in silosIt is also suggested that part of the problem stems from the fact that marketing teams are often working in silos and most don’t have visibility or responsibility for phone calls. Just 16 per cent said their marketing team has primary responsibility for tracking phone calls. Some 39 per cent of respondents said their call centre or customer service team has primary responsibility for tracking and analysing phone calls. An astonishing 59 per cent said that they’re not integrated with these teams. Image Source By Shané Schutte
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