Top of your list of things to do in 2008: refine your customer data quality and make sure you have appropriate access to it. That's what Forrester Research is telling B2B marketers that they need to be thinking about.
According to its B2B CMO Investment Priorities for 2008 report, half of all B2B marketers reckon that they will put more resources against creating marketing databases, cleaning up customer data, improving sales force automation and CRM integration.
“Marketers we interviewed agreed that more comprehensive customer data help them address prospects directly, understand specifically how they buy and more accurately measure marketing’s impact on business,” said Laura Ramos, VP-principal analyst at Forrester Research.
Now, how many of them will actually put their good intentions into practice?