The main goal is to: "Make the numbers go up."

Having deployed numerous fully integrated CRM programs, it is important to create an analytics foundation that will test and track creative, channels, lists, tradeshows and events, even public relations to the extent possible. At the same time, there's a lot to be said for also "taking the temperature" the old fashioned way by simply asking Sales "how do you rate the quality of the sales leads?"

In addition to CRM systems, outside platforms, such as Meltwater or Cisions can track public relations effectiveness. Dun & Bradstreet and others can provide a Customer Profile Analysis, segmenting customers by SIC or NAICS codes which, in turn, help to determine the best forward-looking direct marketing programs.

Above all, it is important to stay focused on improving the core Prospect-to-Cash (P2C) metric that tracks the velocity and dollar volume of lead conversion to revenue.

Lastly, by integrating back-office cost accounting with CRM systems, marketing teams can optimize budget spent by creating, in effect, a line-item ROI tracking of all marketing activities.