Marketing may seem like more art than science, but, in reality, it’s a set of business processes like any other. That means that, just like any other business process, a lot of it can be automated.
Pegasystems is moving to accomplish that with a new update to its Next-Best-Action Marketing offering that is designed to allow marketing departments to respond to new opportunities in real time.
According to Steve Kraus, senior director of product marketing at Pegasystems, the newest release of the company’s marketing software allows marketing organizations to automatically trigger a series of events in response to any particular event. That capability, says Kraus, should lead to much higher conversion rates because, instead of waiting for someone to manually engage the customer, a series of actions can automatically be initiated.
Kraus says the goal for marrying BPM with marketing should be to significantly increase the cross-selling and upselling opportunities any organization has in a way that doesn’t depend so much on the insights of specific individuals.
While the divide between IT and marketing remains fairly wide in a lot of organizations, there is an opportunity to start leveraging IT to close that divide. The fact is that marketing is increasingly accounting for a much bigger percentage of the total IT spend within most organizations. The challenge is that when it comes to IT, most marketing organizations are not particularly efficient.