An archived version of this Briefing is available for playback. ITSMA members with online access may access the archived Briefing by clicking on the “Playback” button above. Nonmembers who purchase the Briefing will receive an email with a link to the archived replay.

ITSMA’s research shows that data driven marketing is linked to improved sales performance and market share. Marketers need to apply the same discipline to leads and lead management that sales people apply to their pipeline management and forecasting. To improve marketing’s relevance and impact, marketers must do more than report marketing’s performance and justify the marketing budget. Unfortunately, few are leading edge users of marketing data, able to link marketing to business impact. In this Web briefing, ITSMA’s Julie Schwartz and Patricia Seybold Group’s Sue McKittrick highlight results from ITSMA’s most recent online member survey on data driven marketing and share the key trends and best practices you need to move beyond proving marketing’s worth to using data to improve marketing performance and value to the business. We also have an in-depth case study on how one company, ArcSight, an HP Company, has evolved its data driven marketing capability from marketing metrics to business metrics. Meagen Eisenberg, Director WW Programs, Marketing Automation, Operations and Field Marketing, shares the company’s three-year journey and lessons learned.