Further, a global survey in October 2014 of more than
300 US marketing executives conducted by Forbes Insights and
Turn, a provider of real-time data analytics products,
found that marketers proactive in leveraging data-driven marketing were “three times more likely than laggards
to report achieving competitive advantage in customer engagement/loyalty (74% vs. 24%) and almost three times more likely to have increased revenues (55% vs. 20%).”
Marketers also see benefits from marketing automation in being able to shorten the sales cycle and close deals more quickly.
“We’re focused on closing the deal. Shortening the sales cycle comes up, but the primary objective is ‘let’s close the deal’ and identify those prospects and customers who are a good fit for this product,” said Lawrence DiCapua, global leader of revenue marketing for GE. “Let’s nurture them to the point that they’re actually buying.”