Using the FUSEDIT Framework to combine lead and sales data for a customer relationship management integration project

Ann Stanley and Ed Truman
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Ann Stanley: Founder and Managing Director, Anicca Digital, UK
Ed Truman: Head of Analytics and Conversion, Anicca Digital, UK

Applied Marketing Analytics: The Peer-Reviewed Journal, 2020, vol. 5, issue 3, 223-232

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.

Keywords: CRM integration; lead and sales tracking; Google Analytics; Google Ads; Google Data Studio; lead generation strategies; B2B marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2020:v:5:i:3:p:223-232

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