Although some cynics would argue there is no such thing as intelligence when it comes to marketing, the folks at myDIALS would beg to differ.
MyDIALS today launched myDIALS Performance Module for Marketing, which, according to myDIALS CEO Wayne Morris, is a software-as-service (SaaS) offering designed to create a structure for managing marketing more like a science.
The core issue that myDIALS is trying to address is that not only are there few tools designed to specifically manage the marketing budget, there's been little to no way to actually measure the impact of marketing. With this offering, Morris says marketing executives can draw a direct connection from any sale to the marketing effort used to generate that lead by linking myDIALs to customer relationship management software (CRM) from Salesforce.com or NetSuite.
In addition, Morris, who the past has been a chief marketing officer himself, says this new module provides a central platform for evaluating various approaches to marketing. Right now, each medium used by the marketing department comes with its own set of analytics tools. That makes it difficult to compare the effectiveness of one medium versus another. The myDIALS Performance Module for Marketing essentially applies the business intelligence software that myDIALs previously developed to the marketing discipline.
These days it's hard to make a case for the marketing budget without specific metrics to back up the effectiveness of every marketing dollar spent, Morris says. And with salespeople all too inclined to take full credit for every deal signed, the marketing department needs a tool to level the playing field when it comes time to defend the marketing budget.