Omniture, Salesforce.com help marketers get a closer look at campaigns

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Omniture, an online business optimization software provider, and salesforce.com, an on-demand service solution for businesses,√°have joined forces to launch Omniture Closed-Loop Marketing on salesforce.com's AppExchange.

Omniture Closed-Loop Marketing for Salesforce provides end-to-end visibility into marketing results at each point in the sales cycle. It also automates the measurement of marketing's contribution and influence on the sales pipeline.

"The focus with Salesforce is they are the fastest growing on demand CRM provider and that is why we chose to focus specifically on them," said Mikel Chertudi, senior director of demand marketing at Omniture.

Using Omniture Closed-Loop Marketing, marketers can launch multichannel campaigns and see the impact on pipeline.

Reporting is available through Salesforce and Omniture dashboards and mash-ups without requiring additional data mart or reporting technologies. Tightly integrated with Salesforce CRM, Omniture Closed-Loop Marketing extends the value of Salesforce helps companies integrate the marketing and sales process, allowing marketing campaigns to be planned, executed, tracked and measured in real-time.

According to the Direct Marketing Association, business-to-business companies are spending close to $77 billion dollars to execute marketing programs, but are still largely unable to accurately determine whether the leads they are generate translate into sales.

"This will be good for marketers because they will be able to measure beyond a lead and dive into all the deeper metrics," Chertudi said. "They will also be able to optimize their multi-channel campaigns and get side by side analysis to see which of their efforts is generating the best ROI.

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