Closed-loop marketing represents an evolving challenge for many organizations. While the promise of closed-loop marketing has been with us for over a decade, effective implementation can still be elusive – particularly for larger enterprises that have data and organizational complexities that can impact a smooth implementation.

As part of the architecture for a closed-loop system, it can be very helpful to agree a set of Closed-Loop Marketing Design Principles that can serve to guide decision making around applications, data, technology and processes. We often develop and facilitate agreement of a set of principles across marketing, sales, technology and finance teams. Below are a few examples of Design Principles that can serve as a starting point.  These need to be refined and tailored to your organization through a cross-functional facilitation process.


Example Design Principles for Closed-loop Marketing


Cross-functional Alignment

  • The CLM solution should be agreed by marketing, sales, finance and technology stakeholders.
  • Marketing and sales processes will be aligned to understand and track the life of the lead and continuously evaluate the sales funnel.
  • Common requirements should be satisfied through common business functions
  • Systems should support multiple business entities and stakeholders must understand & support the change
  • The customer buying lifecycle and stages should be agreed by both marketing and sales
  • Sales lead qualification should be a collaborative process
  • Sales professionals should be equipped to engage prospects into marketing campaigns
  • Business value will be achieved through a measured continual improvement approach
  • Revenue conversion information should be tracked back to attributed marketing activities
  • Analytical capabilities are cross-platform and help to calculate return investment
  • Business groups should understand the cost of the IT resources  they consume so that they  can optimize resources and manage costs.


Customer Audience Engagement

  • Audience engagement and communication should consider previous interactions and information
  • The digital experience will include controlled and amplified content
  • Web systems will help marketing track the life of the lead and be optimized to attract traffic and traffic origins
  • Marketing Automation will monitor online consumer/ visitor behaviors
  • Automated content delivery can be triggered for specific segments based on specific behaviors or rules.


Systems and Data Management Principles

  • Data should be captured once and validated at the earliest possible point
  • Ongoing data analysis takes place with each marketing communication
  • Systems will support integrated management of multi-channel acquisition programs
  • There must be one master source for each item of data
  • Only changes made to the master data source are valid
  • Changes to local replicas must be synchronized with the master.


Technology & Security Considerations

  • We  promote technology / system reuse before buy-before build
  • Access to IT systems and data should be controlled by role- and location-based authentication and logged
  • Entities (users, processes, locations etc.) should be identified by unique credentials
  • Components should be based upon open or industry standards and cloud technologies are preferred.
  • We shall reject the “best of breed” approach in the interest of timeliness, and interoperability
  • A cloud service should provide capacity on demand, from anywhere, on any device, and at any time.


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