Good discussion starting on the SiriusDecisions blog about the challenge of tracking inbound activity. This is not an academic matter, as inbound becomes increasingly important and yet marketers are struggling to track inbound through to revenue.
Analyst Jonathan Block notes (boldface added), "In our experience, there is a technology and process gap in populating records with inbound activity, particularly social. Most organizations track the lead source and, if they're lucky, the interaction that closed the deal. Consequently, few have a handle on their existing marketing mix, to say nothing of adding inbound to the mix. It's definitely a combination of all the technologies you mentioned; however, few organizations have the right tools and processes in place so it's more manual and requires marketers to roll up their sleeves and get analytical."
My personal wish list is case studies on companies that are doing this well.
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