December 13, 2011

Yesterday I sent out 31 campaigns

And got a response rate of 97 %. Well, that is if you think like SalesForce. 
One thing that I’ve yet to come to grips with is the result of SalesForce’s influence in communication programs. When using the SaaS-based CRM solution, an email distribution is called a campaign. In my world of PR, a campaign is defined period of time in which a key message or intent is communicated using a series of tactics and tools (one of those tactics may be an email distribution in SalesForce) designed to influence an audience. This is nothing more than a language barrier between PR and marketing, but it’s one that can create confusion when discussing programs. My advice, be sure to establish some definitions up front. You may end up talking about to entirely different projects with very different scopes of work!


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