October 4, 2010 – Surprise, surprise. The number one priority for marketers worldwide is revenue generation. Traffic equals customers, and it’s those customers who do the all important conversion and buy something. In a report discovered here, that shows regardless of the industry – technology, financial services, sports – this concern was at the top of the nominations. More surprising is the fact that more than fifty percent specifically cited revenue or pipeline creation. To keep pace with this new revenue mandate, marketers are leveraging marketing solutions to help with automation and measurement.

In a report by Forrester Research Inc., “Marketing teams often lack the skills or the technologies to integrate the essential insights…” The report continues: “When we ask marketers about their top technology themes, analytics and measurement feature prominently on the list.”  (The Marketing and Customer Analytics Software Landscape, Forrester Research, October 19, 2009.)

“More than ever before, marketers are being held accountable for generating revenue,” said Joe Payne, CEO of Eloqua. “Leading companies are no longer measuring marketing by anecdote. They are applying hard metrics to what was once considered a soft science.”

This is some serious business, too. “Our tight alignment with our field counterparts has allowed us to create a demand management taxonomy, clear roles and responsibilities, and reliable reporting that can determine the impact of our demand generating activities to closed business,” said Jennifer Pockell-Wilson, Senior Director, Global Marketing Operations at Polycom. “Without an open dialog and aligned goals and objectives, we would not be able to support our aggressive pipeline and revenue goals.”

Taxonomies touch every part of our world, whether we realize it or not.

Glenn Black

Sponsored by Data Harmony, a unit of Access Innovations, the world leader in indexing and making content findable.