Measuring Campaign Effectiveness
The importance of proper coordination between the sales and marketing functions of any organization is a matter whose importance cannot be overemphasized. Although both functions are geared towards maximizing sales and profits, improper coordination often leads to wastage of resources as the sales agents chase leads of low quality, delay the follow-up of leads or dedicate insufficient selling effort towards high potential leads generated by the marketing team. The selling units, on the other hand, more often accuse the marketing team of generating low-quality leads. This situation necessitates the need for an Integrated Marketing Communications Framework (Clow & Baak 2004). ...