Closed Loop Marketing is a continuous process to deliver tailored omni-channel experiences that engage customers and drive conversions. By ‘closing the loop’, sales and marketing align around the end-to-end customer lifecycle and campaigns are measured for total revenue impact. The Closed Loop Marketing Architecture (CLMA) is a reference blueprint describing the stages of a modern marketing and sales campaign.

1. CLOSED LOOP MARKETING ARCHITECTURETM
Conversions
Orchestrate leads,
prospects and customers
through the marketing-
sales funnel responding to
customer behaviors and key
performance indicators.
INTELL
IGENCE
BUSI
NESS AUTOM
ATION
MARK
ETING
AUTOM
A
TION
SALESF
O
RCE
O
M
NI
CHA
NNEL
DATA
MANAGEMENT
Opportunities
Prioritize opportunities
and mobilize resources to
develop and plan marketing
and sales programs.
Insights
Develop and enhance
customer profiles incorpor-
ating personas, segmen-
tation and key value metrics
to drive audience strategies.
Analysis
Identify trends across the
customer lifecycle. Produce
behavioral and predictive
insights by reviewing data,
performance and metrics.
Marketing Automation
Configure and integrate
campaigns using business rules
to engage audience segments.
Optimize conversions,
nurture, qualify and score
leads to generate sales ready
opportunities.
Omni-Channel
Engage an optimal mix of paid,
owned and earned media
through digital, direct and
indirect channels to control and
deliver customer experiences
and interactions across the
customer lifecycle.
Salesforce Automation
Enable sales effectiveness with
tools, intelligence, assets and
services that track and manage
customer contacts, accounts,
opportunities and service
interactions.
Business Intelligence
Engage tools, applications
and methodologies to
develop and run queries,
create reports, dashboards
and data visualizations that
enable predictive analytics and
informed decision making.
Campaigns
Create and launch omni-
channel campaigns to deliver
relevant experiences and
communications throughout
the customer lifecycle.
Engagement
Deliver experiences that
engage customers and
capture intents, context,
actions and behaviors across
all channels and systems.
Data Management
Collect, store, index and
harmonize internal, external,
current and historic customer
data to enable a 360 degree
customer view, business
intelligence and relevant
communications.
EXPERIENCE LAUNCH
OPTIMIZE
CONVERSIONS
ENGAGEMENT
ANALYSISINSIGHTS
OPPORTUNITIES
CAMPAIGNS
Learn more at www.revenuearchitects.com/clma
Updated October 2015