At Opus Research, we talk a lot about Conversational Intelligence within single platform solutions and orchestrated across disparate systems. Business intelligence sourced at the right time, in the correct context, and made transparent to the right stakeholders, is fundamental to the health and success of an organization.

Zoho is an example of a company infusing intelligence and transparency into everything they do, from their AI assistant (Zia), to their Business Intelligence platform, and now with Marketing Plus, announced today. Marketing Plus focuses on marketing project and deployment orchestration, management, and measurement, providing stakeholders across the entire marketing organization with a unified view of collaboration details, campaign status, and performance. The solution integrates with existing Zoho apps as well as with third-party solutions across CRM (Salesforce, Microsoft, HubSpot), data and analytics (Google, Facebook, Survey Monkey), finance (QuickBooks, Xero, and Stripe), commerce (WooCommerce and Shopify), and advertising.

Zoho’s Prashanth Veeravalli Krishnaswami (Market Strategy, Thought Leadership, Research – CX) spoke with Opus Research about the challenges they faced in their own marketing organization and the problems they want to solve for themselves and other organizations.

Four key challenges to managing successful marketing projects:

1. Creating visibility across all projects: Regardless of the tools used by team members, progress can’t be stalled by lack of visibility or coordination between systems.
2. Ease of collaboration: Marketing Plus focuses on real-time project status, feedback, progress, and transparency in a common dashboard.
3. Maintaining a shared understanding of your customers: Marketing is on the hook for knowing the audience, if they have unreliable data, or if they don’t have shared tooling, it affects everyone downstream of the marketing team.
4. Tracking and measuring success: Marketing campaigns have a responsibility to revenue and growth and need to have measurable performance and outcomes.

In our ever changing multi-channel landscape, marketing teams are under additional pressure to differentiate campaigns per channel for maximum reach — and then measure resulting performance data from each of those channels. This level of coordination demands business intelligence and transparency within a compelling, collaborative platform that can “play nicely” with others, and that is the goal of Zoho’s Marketing Plus.

Categories: Conversational Intelligence, Articles