Strategies for Increasing Returns in Sales Automation Investments

Achieve Higher Returns on Investments Through Sales Automation

BOSTON, MA--(Marketwire - September 9, 2009) - Some organizations are not experiencing the returns they first envisioned when implementing a sales automation tool, according to a new research study published by Aberdeen Group, a Harte-Hanks Company (NYSE: HHS).

"The 2009 Sales Automation Report: Best-in-Class Strategies for Increasing Returns on SFA Investments" examined 212 organizations using technology to automate sales activity, found that leading companies are 1.6 times more likely than Laggards to be satisfied with the returns from their SFA or CRM tool.

"The value an organization derives from its SFA or CRM solution is due, in large part, to the sales processes formalized prior to implementation, the ability to customize the tool to match these processes, the information contained within the system, and the use of the tool by sales," says Peter Ostrow, Research Director, Sales Effectiveness, Aberdeen Group. "The returns an organization receives from its sales automation tool often times fall squarely on the shoulders of the organization itself, not the solution provider."

The report reveals what leading companies have been able to achieve through their sales automation initiatives, such as:

--  A 48% improvement in the percentage of sales representatives achieving
--  Year-over-year improvement of 3% in lead conversion rates
--  An average of 5% improvement in customer acquisition
--  Year-over-year bid-to-win ratio improvement by 6%

A complimentary copy of this report is made available due in part by the following underwriters: Jigsaw and MarketZone GOLD. To obtain a complimentary copy of the report, visit:

Visit for additional access to complimentary Customer Management Research.

About Aberdeen Group, a Harte-Hanks Company

Aberdeen provides fact-based research and market intelligence that delivers demonstrable results. Having queried more than 30,000 companies in the past two years, Aberdeen is positioned to educate users to action: driving market awareness, creating demand, enabling sales, and delivering meaningful return-on-investment analysis. As the trusted advisor to the global technology markets, corporations turn to Aberdeen for insights that drive decisions.

As a Harte-Hanks Company, Aberdeen plays a key role of putting content in context for the global direct and targeted marketing company. Aberdeen's analytical and independent view of the "customer optimization" process of Harte-Hanks (Information - Opportunity - Insight - Engagement - Interaction) extends the client value and accentuates the strategic role Harte-Hanks brings to the market. For additional information, visit Aberdeen or call (617) 854-5200, or to learn more about Harte-Hanks, call (800) 456-9748.

© 2009 Aberdeen Group, Inc., a Harte-Hanks Company
451 D Street, Suite 710
Boston, Massachusetts 02210-1928
Telephone: (617) 854-5200
Fax: (617) 723-7897

Contact Information: Media Contact: Peter Ostrow Aberdeen Harte-Hanks (617) 854-5373