Some companies and organisations still think that the number of site visits they’ve had is a big measure of success. Others think that the number of leads generated by such sites or in fact “on the road” or telesales forces are other important success measures.
Important as such metrics are in looking at the big picture of a marketing sales enterprise, they are also at best a very partial measure and ones that can be deeply misleading.
As many people have discovered to their cost, it’s perfectly possible to have a massively successful website in terms of visitor numbers AND have lots of initial inquiries from that and other sources, yet still struggle to secure viable client engagements.
That’s why it’s important to consider a number of other critical customer engagement concepts, including ZMOT and FMOT.
Click here to download “From ZMOT to FMOT, build a bridge to commercialise online leads” to learn more about these acronyms and what your organisation needs to do in order to secure viable customer engagements in 2018.