Wednesday, March 2, 2016

Unit - 5 for HRM

Unit – V
Industrial relations – Trade unionism – Grievance handling – Collective bargaining and workers participation in Management.
Industrial relations

Definition of Industrial Relations

Industrial relation is defined as relation of Individual or group of employee and employer for engaging themselves in a way to maximize the productive activities.
In the words of Lester, “Industrial relations involve attempts at arriving at solutions between the conflicting objectives and values; between the profit motive and social gain; between discipline and freedom, between authority and industrial democracy; between bargaining and co-operation; and between conflicting interests of the individual, the group and the community.

Concept of Industrial Relations

The term ‘Industrial Relations’ comprises of two terms: ‘Industry’ and ‘Relations’. “Industry” refers to “any productive activity in which an individual (or a group of individuals) is (are) engaged”. By “relations” we mean “the relationships that exist within the industry between the employer and his workmen.” The term industrial relations explains the relationship between employees and management which stems directly or indirectly from union-employer relationship.

Need for Industrial Relation

Need of Industrial Relation has arisen to defend the interest of workers for adjusting the reasonable salary or wages. It also helps the workers to seek perfect working condition for producing maximum output. Workers/employees are concerned with social security measures through this. Industrial Relations is also needed for achieving the democracy by allowing worker to take part in management, which helps to protect human rights of individual.
In fact, industrial relation encompasses all such factors that influence behaviour of people at work. A few such important factors are below:
Characters
It aims to study the role of workers unions and employers€™ federations officials, shop stewards, industrial relations officers/ manager, mediator/conciliators / arbitrator, judges of labor court, tribunal etc.
Institution
It includes government, employers, trade unions, union federations or associations, government bodies, labor courts, tribunals and other organizations which have direct or indirect impact on the industrial relations systems.
Methods
Methods focus on collective bargaining, workers participation in the industrial relations schemes, discipline procedure, grievance redressal machinery, dispute settlements machinery working of closed shops, union reorganization, organizations of protests through methods like revisions of existing rules, regulations, policies, procedures, hearing of labor courts, tribunals etc.
Contents
It includes matter pertaining to employment conditions like pay, hours of works, leave with wages, health, and safety disciplinary actions, lay-off, dismissals retirements etc., laws relating to such activities, regulations governing labor welfare, social security, industrial relations, issues concerning with workers participation in management, collective bargaining, etc.
Scope of IR:
Based on above definitions of IR, the scope of IR can easily been delineated as follows:
1. Labour relations, i.e., relations between labour union and management.
2. Employer-employee relations i.e. relations between management and employees.
3. The role of various parties’ viz., employers, employees, and state in maintaining industrial relations.
4. The mechanism of handling conflicts between employers and employees, in case conflicts arise.
The main aspects of industrial relations can be identified as follows:
1. Promotion and development of healthy labour — management relations.
2. Maintenance of industrial peace and avoidance of industrial strife.
3. Development and growth of industrial democracy.
Objectives of IR:
The primary objective of industrial relations is to maintain and develop good and healthy relations between employees and employers or operatives and management. The same is sub- divided into other objectives.
Thus, the objectives of IR are designed to:
1. Establish and foster sound relationship between workers and management by safeguarding their interests.
2. Avoid industrial conflicts and strikes by developing mutuality among the interests of concerned parties.
3. Keep, as far as possible, strikes, lockouts and gheraos at bay by enhancing the economic status of workers.
4. Provide an opportunity to the workers to participate in management and decision making process.
5. Raise productivity in the organisation to curb the employee turnover and absenteeism.
6. Avoid unnecessary interference of the government, as far as possible and practicable, in the matters of relationship between workers and management.
7. Establish and nurse industrial democracy based on labour partnership in the sharing of profits and of managerial decisions.
8. Socialise industrial activity by involving the government participation as an employer.
Trade Unionism
According to Indian Trade Union Act of 1926 defines a trade union as any combination whether temporary or permanent formed primarily for the purpose of regulating the relations between workmen and employer or between workmen and workmen, between employers and employers or for imposing restrictive conditions on the conduct of any trade or business and include any federation of two or more trade unions.

Principles of Trade Unionism
Trade unions functions on the basis of three fundamental Principles. These are:
1. Unity is strength.
2. Equal pay for equal work or for the same job.
3. Security of service.

Functions of Trade Unionism
 Some of the most important functions of the trade union are as follows:

i. Increasing Co-operation and Well-being among Workers:

The modern indus­try is complex and demands specialization in jobs. This results in extreme division of labor, which leads to the growth of individualism and development of imper­sonal and formal relationships. There is no common unifying bond among the workers.
It is in this context that the trade unions come into the picture and they promote friendliness and unity among the workers. Besides this, the trade unions also discuss the problems, which are common to all the workers. It is a platform where workers come together and know each other. The trade unions also provide some kind of entertainment and relaxation to the workers.

ii. Securing Facilities for Workers:

Most of the industrialists are not very keen on providing the facilities and proper working conditions to the workers. They are more interested in getting their work done to the maximum extent. In such con­ditions, trade unions fight on behalf of the workers and see that the facilities have been provided by the management.

iii. Establishing Contacts between the Workers and the Employers:

In present days, there are many industries, which have grown into giants. A single unit in a particular industry may employ hundreds of employees. Many times a worker or employee may not have a chance to see their managers. In this situation, the workers are not able to express their grievances before their employers, and even the management does not know the difficulties faced by the workers.
The trade unions play an important role in bringing to the notice of the employers the diffi­culties and grievances of the employees. They try to arrange face-to-face meetings and thus try to establish contacts between the employees and the employers.

iv. Trade Unions working for the Progress of the Employees:

The trade unions try to improve the economic conditions of the workers by representing their cases to the employers and try to get adequate bonus to the workers.

v. Safeguarding the Interests of the Workers:

Most of the industries try to exploit the workers to the maximum. They do not provide any benefits such as increas­ing their wages, granting sick leaves, giving compensation in case of accidents, etc. The workers are not made permanent even after many years of service and in some cases they are removed from service summarily. The trade unions provide security to the employees in such situations.

vi. Provision of Labor Welfare:

The economic conditions of the industrial workers in India are very poor. The standard of living is very low. A majority of industrial workers in India are illiterate or semi-literate. It is the responsibility of the trade unions to get them proper housing facilities and promote the socio-economic welfare of the laborers. The trade unions also try to arrange educational facilities for the children of the workers.
Grievance Handling

Introduction and Definition of Grievance:

A grievance is any dissatisfaction or feeling of injustice having connection with one’s employment situ­ation which is brought to the attention of management. Speaking broadly, a grievance is any dissatisfac­tion that adversely affects organizational relations and productivity. To understand what a grievance is, it is necessary to distinguish between dissatisfaction, complaint, and grievance.
1. Dissatisfaction is anything that disturbs an employee, whether or not the unrest is expressed in words.
2. Complaint is a spoken or written dissatisfaction brought to the attention of the supervisor or the shop steward.
3. Grievance is a complaint that has been formally presented to a management representative or to a union official.
According to Michael Jucious, ‘grievance is any discontent or dissatisfaction whether expressed or not, whether valid or not, arising out of anything connected with the company which an employee thinks, believes or even feels to be unfair, unjust or inequitable’.
In short, grievance is a state of dissatisfaction, expressed or unexpressed, written or unwritten, justified or unjustified, having connection with employment situation.

Features of Grievance:

1. A grievance refers to any form of discontent or dissatisfaction with any aspect of the organization.
2. The dissatisfaction must arise out of employment and not due to personal or family problems.
3. The discontent can arise out of real or imaginary reasons. When employees feel that injustice has been done to them, they have a grievance. The reason for such a feeling may be valid or invalid, legitimate or irrational, justifiable or ridiculous.
4. The discontent may be voiced or unvoiced, but it must find expression in some form. However, discontent per se is not a grievance. Initially, the employee may complain orally or in writing. If this is not looked into promptly, the employee feels a sense of lack of justice. Now, the discontent grows and takes the shape of a grievance.
5. Broadly speaking, thus, a grievance is traceable to be perceived as non-fulfillment of one’s expec­tations from the organization.

Causes of Grievances:

Grievances may occur due to a number of reasons:
1. Economic:
Employees may demand for individual wage adjustments. They may feel that they are paid less when compared to others. For example, late bonus, payments, adjustments to overtime pay, perceived inequalities in treatment, claims for equal pay, and appeals against performance- related pay awards.
2. Work environment:
It may be undesirable or unsatisfactory conditions of work. For example, light, space, heat, or poor physical conditions of workplace, defective tools and equipment, poor quality of material, unfair rules, and lack of recognition.
3. Supervision:
It may be objections to the general methods of supervision related to the attitudes of the supervisor towards the employee such as perceived notions of bias, favouritism, nepotism, caste affiliations and regional feelings.
4. Organizational change:
Any change in the organizational policies can result in grievances. For example, the implementation of revised company policies or new working practices.


5. Employee relations:
Employees are unable to adjust with their colleagues, suffer from feelings of neglect and victimization and become an object of ridicule and humiliation, or other inter- employee disputes.
6. Miscellaneous:
These may be issues relating to certain violations in respect of promotions, safety methods, transfer, disciplinary rules, fines, granting leaves, medical facilities, etc.
Collective Bargaining
The ILO defines Collective Bargaining as negotiations between an employer, a group of employers or one or more organizations of employers on one hand, one or more representatives/organisations of workers on the other, with a view to reaching an agreement over working conditions and terms of employment.
Michael J. Jucious has defined collective bargaining as “a process by which employers, on the one hand, and representatives of employees, on the other, attempt to arrive at agreements covering the conditions under which employees will contribute and be compensated for their services”.
Characteristics of Collective Bargaining
1. It is essentially a group activity rather than an individual or unilateral action.
2. Flexible attitude of both the management and the union is encouraged.
3. It is a bilateral process.
4. It is an ongoing and dynamic process.
5. It is complex in nature because of the process and techniques adapted in resolving the issue.
6. It performs legislative, judicial and executive functions.
7. It is both an art and science.
Objectives of Collective Bargaining
1. To foster and maintain cordial and harmonious relations between the employer/management and the employees.
2. To protect the interests of both the employer and the employees.
3. To keep the outside, i.e., the government interventions at bay.
4. To promote industrial democracy.
Importance:
The need for and importance of collective bargaining is felt due to the advantages it offers to an organisation.
The chief ones are as follows:
1. Collective bargaining develops better understanding between the employer and the employ­ees:
It provides a platform to the management and the employees to be at par on negotiation table. As such, while the management gains a better and deep insight into the problems and the aspirations of die employees, on the one hand, die employees do also become better informed about the organisational problems and limitations, on the other. This, in turn, develops better understanding between the two parties.
2. It promotes industrial democracy:
Both the employer and the employees who best know their problems, participate in the negotiation process. Such participation breeds the democratic process in the organisation.
3. It benefits the both-employer and employees:
The negotiation arrived at is acceptable to both parties—the employer and the employees.
4. It is adjustable to the changing conditions:
A dynamic environment leads to changes in employment conditions. This requires changes in organisational processes to match with the changed conditions. Among other alternatives available, collective bargaining is found as a better approach to bring changes more amicably.
5. It facilitates the speedy implementation of decisions arrived at collective negotiation:
The direct participation of both parties—the employer and the employees—in collective decision making process provides an in-built mechanism for speedy implementation of decisions arrived at collective bargaining.
Process of Collective Bargaining
The collective bargaining process comprises of five core steps:
1.      Prepare: This phase involves composition of a negotiation team. The negotiation team should consist of representatives of both the parties with adequate knowledge and skills for negotiation. In this phase both the employer’s representatives and the union examine their own situation in order to develop the issues that they believe will be most important. The first thing to be done is to determine whether there is actually any reason to negotiate at all. A correct understanding of the main issues to be covered and intimate knowledge of operations, working conditions, production norms and other relevant conditions is required.
2.  Discuss: Here, the parties decide the ground rules that will guide the negotiations. A process well begun is half done and this is no less true in case of collective bargaining. An environment of mutual trust and understanding is also created so that the collective bargaining agreement would be reached.
3.  Propose: This phase involves the initial opening statements and the possible options that exist to resolve them. In a word, this phase could be described as ‘brainstorming’. The exchange of messages takes place and opinion of both the parties is sought.
4.  Bargain: negotiations are easy if a problem solving attitude is adopted. This stage comprises the time when ‘what ifs’ and ‘supposes’ are set forth and the drafting of agreements take place.
5.  Settlement: Once the parties are through with the bargaining process, a consensual agreement is reached upon wherein both the parties agree to a common decision regarding the problem or the issue. This stage is described as consisting of effective joint implementation of the agreement through shared visions, strategic planning and negotiated change.
Workers Participation in Management
Definition
According to Keith Davis, “Workers’ participation refers to the mental and emotional involve­ment of a person in a group situation which encourages him to contribute to group goals and share in responsibility of achieving them”.
In the words of Mehtras “Applied to industry, the concept of participation means sharing the decision-making power by the rank and file of an industrial organisation through their representa­tives, at all the appropriate levels of management in the entire range of managerial action”.
Characteristics:
The following are the main characteristics of WPM:
1. Participation implies practices which increase the scope for employees’ share of influence in decision-making process with the assumption of responsibility.
2. Participation presupposes willing acceptance of responsibility by workers.
3. Workers participate in management not as individuals but as a group through their representatives.
4. Worker’s participation in management differs from collective bargaining in the sense that while the former is based on mutual trust, information sharing and mutual problem solving; the latter is essentially based on power play, pressure tactics, and negotiations.
5. The basic rationale tor worker’s participation in management is that workers invest their Iabour and their fates to their place of work. Thus, they contribute to the outcomes of organization. Hence, they have a legitimate right to share in decision-making activities of organisation.
Objectives of WPM
1. Increase in productivity for the benefit of all concerned to an enterprise, i.e., the employer, the employees and the community at large.
2. Satisfaction of worker’s urge for self-expression in the matters of enterprise management.
3 Making employees better understood of their roles in the organisation.
In ultimate sense, the objective of WPM in India is to achieve organizational effectiveness and the satisfaction of the employees.

Levels of Participation:

We are therefore highlighting here these levels briefly ranking them from the minimum to the maximum level of participation.

Informative Participation:

This refers to management’s information sharing with workers on such items those are concerned with workers. Balance Sheet, production, economic conditions of the plant etc., are the examples of such items. It is important to note that here workers have no right of close scrutiny of the information provided and management has its prerogative to make decisions on issues concerned with workers.

Consultative Participation:

In this type of participation, workers are consulted in those matters which relate to them. Here, the role of workers is restricted to give their views only. However the acceptance and non-acceptance of these views depends on management. Nonetheless, it provides an opportunity to the workers to express their views on matters involving their interest.

Associative Participation:

Here, the role of the workers’ council is not just advisory unlike consultative participation. In a way, this is an advanced and improved form of consultative participa­tion. Now, the management is under a moral obligation to acknowledge, accept and implement the unanimous decision of the council.

Administrative Participation:

In the administrative participation, decisions already taken are implemented by the workers. Compared to the former three levels of participation, the degree of sharing authority and responsibility by the workers is definitely more in this participation.

Decisive Participation:


Here, the decisions are taken jointly by the management and the workers of an organisation. In fact, this is the ultimate level of workers’ participation in management.

CRM Unit - 5

Unit- V

Database Marketing – Prospect database – Data warehouse and Data Mining – analysis of customer relationship technologies – Best practices in marketing technology in Indian scenario.

What is database marketing?

Database marketing is a form of direct marketing that uses databases of customers to generate targeted lists for direct marketing communications(See also Direct Marketing). Such databases include customers’ names and addresses, phone numbers, e-mails, purchase histories, information requests, and any other data that can be legally and accurately collected Information for these databases might be obtained through application forms for free products, credit applications, contest entry forms, product warranty cards, and subscriptions to product newsletters.
Using our opening example, a database at a technology store might well be able to produce a list of customers who had purchased similar products and might be interested in a new promotion. These databases, once built, allow businesses to identify and contact customers with a relevant marketing communication.
Features
 The salient features of database marketing include:
ü      Extending help to a company to reach its target audience;
ü      Stimulating the customer demand; and
ü      Recording and maintaining an electronic database of the customer, and all commercial contacts, so that the business firm could improve their future contacts and devise a more realistic marketing strategy.
 Characteristics of Database Marketing 
§  Each actual or potential customer is identified as a record on the marketing database.
§  Each customer record contains information (used to identify the likely purchases of particular products and how they should be approached) on:
§  Identification and access (eg. Name, address, telephone No)
§  Customer needs & characteristics (demographic and psychographic information about customers, the industry type and decision making unit information for the industrial customers)
§  Campaign Communications (whether the customer has been exposed to particular marketing communication campaigns)
§  Customers past responses to communications done as a part of the campaigns
§  Past transactions of customers (with the company and possibly with the competitors).
§  This enables the firm to decide on how to respond to the customer needs.
§  The database is used to record the responses of the customer to the firm’s initiatives. (e.g. marketing communications or sales campaigns).
§  The information is also made available to the company’s marketing policy makers which enables them to decide:
§  The target markets or segments appropriate for each product or service.
§  The marketing mix (price, marketing communications, distributions channel, etc) appropriate for each product in each target market.
§  This step is vital in relationship marketing.
§  The marketing campaigns are devised in such a manner to provide the most relevant information that the company is seeking.

Advantages of Database Marketing
             The one-on-one marketing, which directs the customized offerings to individual customers, has provided an additional thrust to database marketing.  It has employed the database to capture the interactions between a firm and its customers at each point of time and utilizes the data analysis to search for patterns in these interactions.  These patterns provide the most attractive potential customers besides providing clues in customizing the products, pricing and promotions of a product.  When utilized in the proper manner, the database marketing could provide insights into the customer’s buying behavior across the product categories, so that the companies could devise their programmes and plans to the “whole customer”, then the customer seen only through the narrow view of their own products and brands.
 Disadvantages of Database Marketing 
§  The cost incurred in setting up the software and hardware requirements has made the database marketing expensive in its establishment.
§  The database often demands new skills and organizations from new analytical and decision-making skills in sales and marketing to a revamped information system organization that could support the entirely new class of users.
§  The database marketing depends on the data quality.  While the observational data is powerful, the corrupted observational data could be ‘powerful misleading’.  The quality also depends on the quality of analysis and the extent to which the databases are linked.
§  Till now, the database marketing has been primarily used as a tactical tool.
Prospect Database
Prospects are non-customers with profiles similar to those of existing customers. The prospect database should include as much information about prospects as the customer database does about customers. For obvious reasons, however, the prospect database does not contain any transaction history data. Marketer can use a prospect database to design marketing campaign to target prospects with the intent of acquiring them as new customers.
Data Warehouse
Development of a data warehouse includes development of systems to extract data from operating systems plus installation of a warehouse database system that provides managers flexible access to the data.
The term data warehousing generally refers to the combination of many different databases across an entire enterprise. Contrast with data mart.

Objective of Data Warehouse
·         Efficient distribution of information via the WEB
·         Minimize technical involvement by enabling users to generate and maintain their own reports.
·         Create a user-friendly reporting environment
·         Provide easy access to data from different sources
·         Lay the foundation and develop plans for full data warehouse development and implementation.

Characteristics and functioning of Data Warehousing

        A common way of introducing data warehousing is to refer to the characteristics of a data warehouse.
·         Subject Oriented
·         Integrated
·         Nonvolatile
·         Time Variant

Subject Oriented:
        Data warehouses are designed to help you analyze data. For example, to learn more about your company's sales data, you can build a warehouse that concentrates on sales. Using this warehouse, you can answer questions like "Who was our best customer for this item last year?" This ability to define a data warehouse by subject matter, sales in this case, makes the data warehouse subject oriented.
Integrated:
        Integration is closely related to subject orientation. Data warehouses must put data from disparate sources into a consistent format. They must resolve such problems as naming conflicts and inconsistencies among units of measure. When they achieve this, they are said to be integrated.
Nonvolatile:
        Nonvolatile means that, once entered into the warehouse, data should not change. This is logical because the purpose of a warehouse is to enable you to analyze what has occurred.

TimeVariant:

        In order to discover trends in business, analysts need large amounts of data. This is very much in contrast to online transaction processing (OLTP) systems, where performance requirements demand that historical data be moved to an archive. A data warehouse's focus on change over time is what is meant by the term time variant.
Typically, data flows from one or more online transaction processing (OLTP) databases into a data warehouse on a monthly, weekly, or daily basis. The data is normally processed in a staging file before being added to the data warehouse. Data warehouses commonly range in size from tens of gigabytes to a few terabytes. Usually, the vast majority of the data is stored in a few very large fact tables.
Data Mining
Data mining techniques are the result of a long process of research and product development. This evolution began when business data was first stored on computers, continued with improvements in data access, and more recently, generated technologies that allow users to navigate through their data in real time. Data mining takes this evolutionary process beyond retrospective data access and navigation to prospective and proactive information delivery. Data mining is ready for application in the business community because it is supported by three technologies that are now sufficiently mature:
  • Massive data collection
  • Powerful multiprocessor computers
  • Data mining algorithms
The Scope of Data Mining
Data mining derives its name from the similarities between searching for valuable business information in a large database — for example, finding linked products in gigabytes of store scanner data — and mining a mountain for a vein of valuable ore. Both processes require either sifting through an immense amount of material, or intelligently probing it to find exactly where the value resides. Given databases of sufficient size and quality, data mining technology can generate new business opportunities by providing these capabilities:
  • Automated prediction of trends and behaviors. Data mining automates the process of finding predictive information in large databases. Questions that traditionally required extensive hands-on analysis can now be answered directly from the data — quickly. A typical example of a predictive problem is targeted marketing. Data mining uses data on past promotional mailings to identify the targets most likely to maximize return on investment in future mailings. Other predictive problems include forecasting bankruptcy and other forms of default, and identifying segments of a population likely to respond similarly to given events.
  • Automated discovery of previously unknown patterns. Data mining tools sweep through databases and identify previously hidden patterns in one step. An example of pattern discovery is the analysis of retail sales data to identify seemingly unrelated products that are often purchased together. Other pattern discovery problems include detecting fraudulent credit card transactions and identifying anomalous data that could represent data entry keying errors.
Data mining techniques can yield the benefits of automation on existing software and hardware platforms, and can be implemented on new systems as existing platforms are upgraded and new products developed. When data mining tools are implemented on high performance parallel processing systems, they can analyze massive databases in minutes.
Analysis of Customer relationship Technologies
CRM (customer relationship management) analytics comprises all programming that analyzes data about an enterprise's customers and presents it so that better and quicker business decisions can be made. CRM analytics can be considered a form of online analytical processing (OLAP) and may employ data mining. As Web sites have added a new and often faster way to interact with customers, the opportunity and the need to turn data collected about customers into useful information has become generally apparent. As a result, a number of software companies have developed products that do customer data analysis.
Benefits of CRM Analytics
CRM analytics can provide
1. Customer segmentation groupings (for example, at its simplest, dividing customers into those most and least likely to repurchase a product);
2. Profitability analysis (which customers lead to the most profit over time);
3. Personalization (the ability to market to individual customers based on the data collected about them);
4. Event monitoring (for example, when a customer reaches a certain dollar volume of purchases);
5. What-if scenarios (how likely is a customer or customer category that bought one product to buy a similar one)
6. Predictive modelling (for example, comparing various product development plans in terms of likely future success given the customer knowledge base).
 Data collection and analysis are viewed as a continuing and iterative process and ideally over time business decisions are refined based on feedback from earlier analysis and consequent decisions.
Benefits of CRM analytics are said to lead not only to better and more productive customer relations in terms of sales and service but also to improvement in supply chain management (lower inventory and speedier delivery) and thus lower costs and more competitive pricing.
Best Practices in Marketing Technology in Indian Scenario
  • Top Performers are four times more likely than Everyone Else to adopt marketing automation tools.
  • We are now entering the age of relationship marketing, and it’s proving to be challenging because the legacy / disconnected marketing infrastructure we relied on decades ago was never designed to support relationship marketing.
  • Conversion events are a measure of how effective your marketing and sales efforts are at driving top line growth. Top Performers have an affinity for measuring and optimizing individual interactions inside the buying and sales cycle and they make optimizing the path to revenue scalable and manageable using lead scoring within marketing automation tools. 
  • The minute two or more channels (even the web, landing page, or email) play a role in driving prospect or customers to purchase, a centralized multi-channel platform with lead scoring capabilities will be essential to optimizing the path to revenue.
The 7 Essential Best Practices for Integrating Marketing Technology with CRM are:

  1. Use lead scoring to prioritize leads and increase CRM adoption. 
  2. Allow reps to push sales-ready leads that are not read to buy back to nurture marketing campaigns.
  3. Use prospect behavior to route leads to appropriate campaigns or even sales contact.
  4. Automate the next best action for reps from within CRM.
  5. Close the loop on measurement by using marketing and sales data in reporting and analytics.
  6. Implement a bi-directional flow of data between marketing and sales technologies. Giving marketing and sales visibility into how a contact actually engaged with the brand.
  7. Nurturing should account for all marketing and sales channels a prospect chooses to engage in, which demands a multi-channel platform and the ability to route leads accordingly.