In a very timely move what with every firm closely watching their ever-scarcer marketing dollars, Treehouse Interactive has now included ROI tracking in its Marketing View product.

 

The new feature will work on each and every campaign launched from the system, regardless of sales model or CRM system. This includes dollars generated by the campaign, irrespective of whether a company sells B2B, through partners or online. Revenue can be attributed to campaigns to gauge their effectiveness and secure future marketing dollars or, in the case of online sales, assigned to individuals for more highly targeted marketing in the future.

 

To deliver this invaluable ROI functionality, TreeHouse has developed what it says is a new system of lead distribution. It attributes sales dollars to campaigns regardless of whether leads were given to direct sales teams, indirect sales teams or driven to an ecommerce site for online purchasing.

 

“Our customers have been screaming for real revenue-based ROI,” explains Erich Flynn, CEO at TreeHouse Interactive (News - Alert). “I am extremely pleased that TreeHouse is not only the first to bring this to market, but to be the first to do it regardless of sales model or CRM system. This really takes Marketing View to a new level relative to our competition.

 

“While our competitors talk about esoteric concepts like percentage of marketing qualified leads, we take the discussion all the way back to dollars generated against money spent on each campaign,” he adds. “In this market, only those marketers that can show real dollar-based ROI will be awarded the limited funding available to execute additional marketing projects.”

 

Mike Stinson, Vice President Marketing, Motion Computing points out that it is both challenging and time consuming to connect marketing campaigns with sales success. The new ROI functionality from TreeHouse will give his firm automated way to quantify its success without having to crunch the numbers on our own.

 

“[The Marketing View ROI tracking] is exactly the solution we needed for proving revenue contribution and more effectively determining which campaigns to produce based on the value they deliver,” says Stinson.

 

 The Marketing View demand generation/marketing automation product is also now available on the salesforce.com AppExchange. The move follows up on an integration announcement in September, 2008 between TreeHouse’s Reseller View PRM product and Oracle (News - Alert) CRM On Demand. Although the new lead distribution capabilities work out of the box with TreeHouse Interactive’s own channel sales force automation (CSFA) product, Sales View, the company’s objective is to be agnostic with respect to CRM systems.

 

“Salesforce.com (News - Alert) and Oracle are market leaders,” says Sanam Douangdara, vice president of business development, TreeHouse Interactive.“To be successful, we will need to continue to partner with these leaders and others. Our goal is to enable Marketing View customers to have a seamless experience regardless of the systems they have in place.”