2008: A Good Year For Marketing Equaling Sales

The always erudite Denis Pombriant of Beagle Research posted some great thoughts in his post last week, outlining some of the major trends we saw in 2008 and what we can expect to see in 2009.

In addition to some of the obvious, such as software-as-a-service and platform-based CRM solutions, I was particularly tweaked by Pombriant’s comments on marketing and lead generation. 2008 was a big year for marketing vendors, and as Pombriant says, many companies began to realize that the sales cycle was “getting a little long in the tooth.”

Such is the case, it seems many businesses are finally starting to perfect the lead generation process, and the further integration between Web 2.0 capabilities and CRM systems should only help matters. Smart marketers, particularly in the B2C model, are learning how to leverage Web 2.0 technology to track much of the unfettered content to initiate transactions, build brand recognition, and create opportunities for sales by refining customer segments.