Using the FUSEDIT Framework to combine lead and sales data for a customer relationship management integration project
Abstract
This paper introduces the FUSEDIT framework — a new framework for the integration of customer relationship management (CRM) sales and lead data that marketers can use to better understand the value of marketing leads. The name ‘FUSEDIT’ is an acronym for the various stages of the process: function and purpose of the integration; unique identifier on form completion; storing of data in the CRM database and other platforms; extracting CRM data; destination and integration of data; insights and visualisation of data; and tactics for channel optimisation and using data for decision making. To illustrate the benefits of the framework, the article presents case studies for two companies that have adopted it, namely, Domino Printing and Switch My Business. These case studies demonstrate how, in the context of a lead-generation business, CRM integration strategies can play an important role in marketing decisions.
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Author's Biography
Ann Stanley is the founder and Managing Director of Anicca Digital. She provides consultancy and training on how to implement the A10 Marketing Framework across various digital marketing channels, including paid, owned and earned, as well as technical media.
Ed Truman is Head of Analytics and Conversion at Anicca Digital, where he helps businesses to understand their customers better and drive business growth by improving website performance. Ed has worked in digital marketing for 15 years, holding various marketing roles within the voluntary sector.
Citation
Stanley, Ann and Truman, Ed (2020, May 1). Using the FUSEDIT Framework to combine lead and sales data for a customer relationship management integration project. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 5, Issue 3. https://doi.org/10.69554/NEYP6729.
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