Factiva reshapes marketing for better lead generation

✍ Scribed by Scott, Alan

• Book ID: 102391245
• Publisher: John Wiley and Sons
• Year: 2006
• Tongue: English
• Weight: 235 KB
• Volume: 25
• Category: Article
• ISSN: 1531-1864
• DOI: 10.1002/joe.20088

✦ Synopsis

Abstract

In the fast‐changing arena of on‐line news and business information search and retrieval, markets do not stand still. And neither could the marketing function of three‐year‐old Factiva. The marketing organization leveraged new leadership, market intelligence, technology, decision‐making tools, and a new mind set of collaboration to achieve a top‐to‐bottom, inside‐out transformation. The results are a more customer‐centric go‐to‐market strategy, a new lead generation infrastructure, better alignment with the sales process, and a marketing team that sees change as the name of the game. © 2006 Wiley Periodicals, Inc.