Automate and Align!
How Automation Can Bring Sales and Marketing Together
“Automation is not our enemy… Automation can be the ally of our prosperity.” – Lyndon B. Johnson
Sales and marketing alignment is a key business challenge, as companies struggle to keep these two key functions working together effectively and efficiently. How big a difference can a company make by improving alignment? Recent research indicates that results can include:
- 38% higher win rates
- 36% increase in customer retention
- 27% acceleration of profit growth
- 36% faster business growth
There are a number of proven methods and best practices for improving sales and marketing alignment… beginning with simple, non-technical changes like scheduling more meetings that include both teams. We’ll share more of these ideas in future blog posts. For now, let’s take a brief look at how automation can help.
Start With CRM Adoption
Do you have a CRM platform? Most companies do. The important question is: is it getting used? There are many ways that CRM can help drive automation that more efficiently moves leads through your sales funnel. However, if the organization is not already living in the CRM system on a daily basis, the work you put into this automation will be for naught. If you have a CRM adoption challenge, think about whether you have the right product for your organization. Is it too complex? Have you set it up correctly to align with your business model and sales approach? Is the data up-to-date and organized? Has your team been trained in how to use it? There are dozens of reasons why people avoid using a CRM platform. Address those, and you can move on to automation.
Bridging Gaps Via Automation
When you leverage CRM data for automated communications, you not only make your sales and marketing more efficient; you help build common ground with shared ownership of the the lead generation and nurture processes. Examples include:
Lead Record Completion ‒ tools for finding online data from LinkedIn and other sources to complete lead records will help create a more robust CRM database while saving time for everyone involved
Lead Qualifying and Prioritization ‒ when you use automated processes for lead scoring, sales will spend less time on unqualified leads and marketing can more easily target leads with relevant content
Campaign Response Tracking ‒ with information on which leads are responding to various marketing campaigns, salespeople gain insights that lead to more meaningful conversations, while marketing can continue to improve personalization and improve messaging
The very processes required to implement CRM-driven marketing automation will create better alignment between sales and marketing, as these teams work together to define the requirements for each process and share the resulting insights.
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