Text Box: Stressing the Obvious: Good Data Takes Ongoing Commitment Many companies, large and small, do not have actionable marketing data, and the reasons usually relate to failure to execute the data management system on a disciplined basis. The downside is huge: when data becomes obsolete, the organization no longer “trusts it,” leading to reduced use of it, leading to the horrifically common reality that we don’t market to our own highest-potential audience. Text Box: Data is Crucial: As discussed under Concept, but impossible to overstress… the Client Path Marketing concept depends on solid actionable data. Good data requires careful planning and diligent execution, and will not happen without a serious leadership commitment to data collection, organization, and archiving. The Right Tool: The right answer is affordable, easily implemented, easily updated, and smooth-as-silk in “filtering” (allowing selection of the Client Path sub-groups you’re targeting) then exporting to the communication tool that you are employing. Initial Load: If data presently exists in an electronic form, there is a good chance you can import into your newly selected system. This import may involve some heavy lifting, for example importing in subgroups to support your defined Client Path stages and filtering criteria. It may be necessary to go through imported data virtually contact by contact to assure the initial setup is correct. In some cases, substantial data may need to be entered via keyboard. Whatever it takes to achieve good data, it’s worth it. Data Capture: You may need to develop data capture techniques, for example, finding a reason for prospects or customers to “sign up for your mailing list.” This process might include on-site paper forms on-site, web-based form completion, collection of business cards, or something more creative. Whatever the needed system, diligent execution is worth the effort. Diligent Update (see box): Updating is key to good data, good results, and ongoing marketing efficiency. Protocols must be clear. Someone must be responsible. Two Sets of Data?: It is extremely common that businesses have at least two data sets: Accounting and Sales/Marketing. In many cases, an on-line Address Book (e.g. Outlook) becomes a third set. While it’s tempting to moan about inefficiency, the alternative is trying to support marketing programs with data not really intended to be actionable at the micro-marketing level, and that rarely works for the long term.

ActivatingData

**The CPMDataManager is a proprietary web-based application developed by Enfront.inc. Of course, it is compatible with Client Path Marketing requirements, as it was designed for that purpose. It is also integrates into a variety of Client Path tools.

In fairness, though, other data systems can also support Client Path Marketing initiatives.

 

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