I think tools like Optimizely can track to the final sale if you have an online (ecommerce only) transaction. This works well when the user is expected to complete the transaction online and without changing computers or deleting their cookies during the consideration process.
If you have an offline sales process (where a salesperson takes an order in person or on the phone) or customers who pay by invoice, or a longer and more considered sales process (bigger ticket items), you need a closed loop marketing tool that connects your marketign leads database to the CRM that the sales team is using. HubSpot does this, and connects to Salesforce.com, NetSuite, Highrise, Sugar CRM, Microsoft Dynamics, ACT, Goldmine, or pretty much any CRM.
So, Optimizely for small ticket / ecommerce, and HubSpot for large ticket / offline sales.
I think tools like Optimizely can track to the final sale if you have an online (ecommerce only) transaction. This works well when the user is expected to complete the transaction online and without changing computers or deleting their cookies during the consideration process.
If you have an offline sales process (where a salesperson takes an order in person or on the phone) or customers who pay by invoice, or a longer and more considered sales process (bigger ticket items), you need a closed loop marketing tool that connects your marketign leads database to the CRM that the sales team is using. HubSpot does this, and connects to Salesforce.com, NetSuite, Highrise, Sugar CRM, Microsoft Dynamics, ACT, Goldmine, or pretty much any CRM.
So, Optimizely for small ticket / ecommerce, and HubSpot for large ticket / offline sales.
Thanks, Mike Volpe (CMO @ HubSpot)