ENGAGIO

Start with the big picture: I have heard from numerous marketing colleagues how easy it can be to get lost in the sea of complexity around their big data and MarTech options. At New Relic, we first start with defining the role of MarTech. What goals are we trying to achieve with MarTech and big data? Our Marketing department's capabilities not only depend on tools, technologies and data, but on people and processes too... Belly landed its initial customers with outside sales and "feet on the street." By 2015, Belly had gained a significant market presence, and shifted from a dominant outside sales team to a dominant inside sales team. We de-emphasized cold calls, and invested heavily in Web-based leads for this transition. We found that customer acquisition costs were 30% lower with inside sales than outside sales, and that inside sales were more willing to properly use CRM (Salesforce), giving Marketing more control. However, the shift to inside sales required that we retool our..

Also known as: Brightfunnel, MarTech Review, New Relic