Article - Using the FUSEDIT Framework to combine lead and sales data for a CRM integration project

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AUTHOR: Ann Stanley and Ed Truman

This article introduces the FUSEDIT framework — a new framework for the integration of customer relationship management (CRM) sales and lead data that marketers can use to better understand the value of marketing leads.

The name ‘FUSEDIT’ is an acronym for the various stages of the process: function and purpose of the integration; unique identifier on form completion; storing of data in the CRM database and other platforms; extracting CRM data; destination and integration of data; insights and visualisation of data; and tactics for channel optimisation and using data for decision making.

To illustrate the benefits of the framework, the article presents case studies for two companies that have adopted it, namely, Domino Printing and Switch My Business. These case studies demonstrate how, in the context of a lead-generation business, CRM integration strategies can play an important role in marketing decisions.

The chapters of the article include:

• INTRODUCTION: THE UNIQUE CHALLENGES OF LEAD-GENERATION

• AN OVERVIEW OF THE LEAD GENERATION AND SALES PROCESS 

• INTRODUCING THE FUSEDIT FRAMEWORK FOR INTEGRATING LEAD AND SALES DATA

• CASE STUDIES

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Terms and Conditions of use: This PDF is for use by members of the GYDA Member Hub only and must not be shared externally in any way. This article was original published in the Analytics journal.