Chapter 10. Best Practices in Marketing

Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.

—John Wannamaker

THIS CHAPTER IS FOR every member of the marketing team, because every part of the Salesforce.com system holds data and tools that can make your job easier. The Marketing department is usually the first or second organization in a company to adopt and effectively use SFDC. But the marketing team almost always makes mistakes in how they set up and use SFDC because they haven’t really looked deeply enough at their business process—what can be called “the life of a lead.” Consequently, marketing looks bad—and undermines system credibility—when SFDC reports are misleading.