Fidelity Investments of Boston, distributed, tracked and closed twice as many sales leads in less than half the time of its old system with its new enterprise marketing solution, according to Gartner Inc., of Stamford, Conn.
Gartner, in a case study just released, cited Fidelity as an example of a company that used marketing technology to produce quantifiable improvements in capturing, distribution and tracking leads and in closing sales.
Several vendors were involved in the creation of the new solution that focused on business processes, cross-functional business collaboration and technology. Among those vendors was MarketSoft of Lexington, Mass., which makes a product called Cross Sell Hub.
Cross Sell Hub captures inquiries and leads from Fidelity's Web site and customer-service call centers. Through its advanced rules engine, it automatically prioritizes and routes leads and cross-sell opportunities to the appropriate representatives in both customer service centers and branches.
The application also enables Fidelity to measure its cross-sell and campaign effectiveness, as well as coordinate activity and allocate resources between marketing, sales and customer service.
"Fidelity is a great example of what can be achieved when marketing, sales and customer-service processes are automated and managed with highly distributed rules," said MarketSoft President and CMO Mike Kozub. "Companies that take Fidelity's approach are going to stay ahead of the competition because they derive the most possible value from every lead they get."
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