Factiva reshapes marketing for better lead generation

Abstract

In the fast-changing arena of on-line news and business information search and retrieval, markets do not stand still. And neither could the marketing function of three-year-old Factiva. The marketing organization leveraged new leadership, market intelligence, technology, decision-making tools, and a new mind set of collaboration to achieve a top-to-bottom, inside-out transformation. The results are a more customer-centric go-to-market strategy, a new lead generation infrastructure, better alignment with the sales process, and a marketing team that sees change as the name of the game. © 2006 Wiley Periodicals, Inc.