SAN FRANCISCO: Shift Communications has released its LeadSensor product, a service that helps executives track which PR and marketing leads turn into sales.
The proprietary service is designed to determine where leads come from - on website contact forms, calls centers, and other places where customers request information - and tracks those leads through the sales cycle.
LeadSensor remodels the way companies track this data, and is implemented as part of a one-time consulting project.
"The process allows a third-party to come in [and] break down the barriers between sales and marketing, in order to put the methodology in one nice package and potentially get a larger marketing budget," said Todd Defren, president of Shift.
The company has talked about the service to some of its clients and has already licensed it to technology client Vernier Networks.
Defren said that LeadSensor had been in development for the past two years. The methodology was co-developed with former client UpShot, which was acquired by Siebel Systems last year. A developer at UpShot went off on her own consultancy and also retains the right to sell to other companies.
Shift released a survey in January, featuring 100 sales and marketing professionals, which found marketing executives devalued the lead-generating power of PR professionals in comparison to their sales counterparts.
The company said that marketing executives lack the data and methodology to measure the impact of their marketing campaigns on closed sales. The lack of this information, the company asserts, makes it difficult to defend their marketing budgets.
Defren said the process is automated and works with any system a company may have in place.
The agency is contemplating offering the technology to other PR and marketing firms as a one-time licensing fee. Defren said he hopes more VPs of marketing will come to demand it from their PR agencies.