Processes and Software Help Marketers Align Goals and Resources
"Customers today expect immediate responses to inquiries and ready access to any information they decide they want. They also expect to be able to use any mix of available channels to communicate and still encounter consistent interfaces and information across all of them. These customer demands and new online channels pose challenges for marketing departments. For example, the popularity of social media and mobile devices increases the difficulty of quantifying return on investment for campaigns and technology deployments and demonstrating the contribution of marketing spending to revenue generation."