posted at 04:51
Author: Barry Levine
Wed, 12 Nov 2014 12:00:29 +0000
Full Circle CRMs new $3.8M will help connect tops and bottoms of more funnels
Full Circle CRM has landed $3.8 million to continue its mission of making Salesforce data better. The San Mateo, Calif.-based company, founded in 2010 by Salesforce veterans, offers a Marketing Performance Management solution that runs on the Salesforce1 Platform. The key idea, the company said, is to use a company's data in Salesforce to better determine which marketing campaigns have the greatest impact on revenue, connecting marketing spend with sales results to assess return-on-investment. "We help marketing people accurately track their campaigns," Full Circle CEO and cofounder Bonnie Crater told VentureBeat. She said the new money will be used for product development, sales, and marketing of her company's solution. "CEOs want to know, what is the impact of the marketing spend?" The real trick in managing the data inside Salesforce, she said, is to "Make sure you track all the stages," in particular connecting marketing data and sales data. Full Circle's chief competition, she said, is the spreadsheet, since connecting the various data components in Salesforce is often done manually. Business intelligence tools also probe the connections in the data, she noted like a spreadsheet, they extract the information out of Salesforce while Full Circle employs it within the platform.

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