Manufacturing journalist, Thomas R. Cutler recently profiled, The Role of CFO’s in Sales and Marketing in AccountingSoftware411.com.
The full article can be read at http://www.accountingsoftware411.com/Press/PressDocView.aspx?docid=9619.According to Cutler, “There is a fundamental disconnection between sales and marketing and the CFO may serve as the moderator in the conversation about the efficacy and effectiveness in Advanced Contact Management (ACM), Sales Force Automation (SFA), Business Intelligence (BI), and Customer Service and Support (CSS). “ The Role of the CFO in the Marketing DepartmentCompanies spend tens of thousands of dollars on trade shows and marketing promotions, but almost never close the loop to determine the effectiveness of marketing outreach efforts. While a strong vice-president, Marketing Director, or CFO should be paying close attention to these data, without a CRM (customer relationship management) solution and the appropriate reporting it becomes an impossible task. The result: instead of using vital (often limited) funds to drive additional business from profitable marketing programs, companies just continue with business as usual repeating the same programs without measurement of success.Cutler asserts, “CRM (customer relationship management) solutions can help address wild sales force practice by deploying a structure that does not allow the sales team to take control the business. The structure tells the representative what margins are required and what discounts they are able to offer the customer. The results are pricing integrity, sustainable profitability, and more accurate sales reporting. Ultimately these are CFO functions and overseeing the structure to ensure these corporate practices is part of effective technology selection to enforce better sales behavior.â€
About TR Cutler, Inc.:
TR Cutler, Inc. (www.trcutlerinc.com) was founded by Thomas R. Cutler almost a decade ago. Cutler maintains extraordinary relationships with clients, journalists, editors, trendsetters, and key business leaders worldwide and has become a key resource for those writing about the manufacturing sector. Thomas R. Cutler is the most frequently published manufacturing journalist and serves as contributed contributing editor more than three hundred publications annual. The scope of publications ranges from Automation.com to Quality Digest. A sample of Cutler’s feature articles can be located on the TR Cutler, Inc. website.
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Thomas Cutler
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