Sales and Marketing Technologies Continue to Underwhelm

By Allan Alter Print this article Print

November 2006 Customer Strategies Survey, Part Three: Analytics, competitive intelligence, call centers and salesforce automation meet the expectations of only about 60% to 75% of users.

Applications rarely become ubiquitous, no matter how much fuss and bother there has been about them. Case in point: the technologies that are supposed to be transforming sales and marketing. Technologies like customer analytics, competitive intelligence and salesforce automation are used by only 40 percent to 60 percent of respondents. Blogs and podcasts? They're used by a scant 10 percent. And satisfaction with these technologies could be much better than it is.

If CIOs aren't thinking hard about what technologies they should be deploying and what value they're getting from what they've deployed, they should. One suggestion: Don't just look at what technology can do for your customers; look at what technology can do for your salespeople.

For more data and analysis, see CIO Insight's Research Center blog at go.cioinsight.com/researchcentral

Next page: Invest in people, improve at analytics.

This article was originally published on 2006-11-14
Executive Editor

Allan Alter has been a specialist on information technology management, strategy and leadership for many years. Most recently, he was editor-in-chief and the director of new content development for the MIT Sloan Management Review. He has been a columnist and department editor at Computerworld, where he won three awards from the American Society of Business Press Editors. Previously he was a special projects editor, senior editor and senior writer for CIO magazine. Earlier, Alter was an associate editor for Mass High Tech. He has edited two books: The Squandered Computer: Evaluating the Business Alignment of Business Technologies and Redesigning the Firm.

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