Archives For marketing

Visionary marketers are quickly progressing beyond simple process automation for demand generation and nurturing programs. The reason is that the buying process is no longer simple. The selling/buying cycle is complex, with many players and personas. Both sales and marketing are about revenue and performance, make no mistake.  In order to accomplish sales and marketing targets (artificial or not), the marketing and sales teams need to work in concert; beyond simple (aka fluffy) collaboration. It is time to focus on people.

To be successful, your organizational selling processes need align with the customer decision cycle. The marketing team needs to transition from pure demand generation to becoming masters of customer engagement, helping the sales folks along the way. The selling process should focus on shepherding buyers through their buying journey. The strategy should not be to move a mass of buyers through a process optimized for management reporting. Instead, the strategy needs to design an efficient process optimized to take a qualified lead and make that lead an engaged, profitable customer. And, once the process is perfected…rinse and repeat.

Taking Stock of the Current State

The proliferation of customers’ digital touchpoints has accelerated requests for and the flow of information, especially in complex business-to-business decision cycles. Furthermore, organizations continue to struggle to predict where prospects will go to look for information. This unknown is causing marketers to do a bit of hair pulling. The idea of determining the right “marketing mix”’ feels a bit too much like a finger in the air strategy when trying to keep up with the vast array of possible touchpoints, along the customer journey.

Marketing and sales need to align their strategies and coordinate communications; both content and timing of message. In many organizations, the most apt descriptor for the relationship between marketing and sales is “frenemies”. Further, being in marketing is often like being an athletic trainer and never knowing if your athlete won the race. The marketing team has limited visibility into leads after they became “sales qualified” and are handed off to the sales team. This lack of insight prevents marketing decision-makers from testing campaign effectiveness or determining why something did or did not work.

Overcoming a Few (relationship) Obstacles

The relationship, at all levels, between sales and marketing is one of the most important relationships within any organization. This bond is personally critical to both the CMO and VP of Sales. The key point of friction is that marketers are focused campaigns and nurturing, while sales folks are focused on the deal and the only metric that matters is revenue. One team is looking at something built for the masses, while another is focused on an individual.

Sales and marketing processes are built with an eye on internal efficiency. However, sales processes need to be reshaped, and should also include an external focus towards the customer buying journey. This is most evident in how success is currently measured in many organizations; monthly and quarterly goals, such as: lead conversion, number of sales qualified leads and likelihood to close (by some artificial percentage).

The Path Forward

It is time to focus on positive customer outcomes and define organizational goals that support and even reshape marketing practices to drive effective customer engagement. This is about customers, not products, features or solutions. Work hard to balance pushing customers towards the next step and make sure you understand where they are in their buying journey. Once you understand where they are in the process, the right information can easily be shared. Context is a critical element within the buying journey. Customers need care and feeding – the right information, at the right time, on the right device.

We are no longer in the information age, we are in the age of customer centricity, customer focus and customer engagement. In order to succeed, the sales and marketing organizations need to match the selling process with the buyer’s journey. Yes, this is about customer acquisition and revenue generation, but it is also about lifetime value and establishing lasting company/customer relationships. Many factors have come together that extend marketing’s role much further into the selling process; even through the very end. Marketing is accountable for content creation, but they cannot do it alone, the sales team needs to come along for the ride! Marketeers and marketing leadership need to collaborate with sales folk and sales leadership to design and build a lead management process that makes sense to all players. Organizational alignment around the buyer journey is critical to success – hard stop.

After aligning goals and objectives within the team, the next logical step is to be do aligned on the processes required to support the customer journey. In the next post within the series, the focus will be on process improvement and efficiency.

While we often lump sales & marketing together – the truth is that all too often there are significant gaps in terms of how companies manage the process of turning a B2B prospect into a qualified lead, and passing that lead successfully to the right sales rep. Many factors can come into play that can cause sales and marketing disconnects – however, the good news is that by following a few simple rules, organizations can get sales & marketing teams in sync and keep them that way.

So, here are a few sure fire methods for driving more alignment in your sales & marketing organizations as well as driving more revenue out of every qualified lead:

Agree on Terminology

It seems basic – but without mutually agreed upon definitions of what is – and what is not – a qualified lead, sales can suffer. Many marketing organizations are measured on metrics like lead volume, not lead quality. But by understanding that quality leads are what matters most – sales and marketing staff can come to common terms around lead status (such as a marketing qualified lead versus a sales qualified lead) and adjust marketing activity and expectations accordingly.

Use Data from Sales to Improve Lead Quality

Many times marketing is seen as a one-way street. The marketing team generates leads, throws them “over the wall” to sales, and that’s it. However, it is important to for marketing to both capture post-conversion behavior in addition to demographic and other telling data points. By creating a rich set of data after the lead is qualified, marketing can learn even more about what makes some leads more likely to close, and refine and re-tune marketing efforts to increase effectiveness and reduce overall spend, driving ROI and revenue.

Integrate Marketing and Sales Tools

When performing CRM deployments at even the largest and most sophisticated organizations, we’re often surprised at the lack of cohesion between the tools generating leads and the software sales reps use every day to close those leads. Fortunately, today integration technologies and the design of modern software tools make it easier than ever to create tight-knit, bi-directional integration. This allows marketing to better nurture and re-nurture leads that take time to close, and gives sales better insights into the behavior and information gathering lead go through before engaging in a sales interaction.

Deeply integrated marketing and sales tools, as seen here with data from IBM Silverpop seamlessly embedded into Sugar’s SFA UI, can build bridges between sales and marketing to drive enhanced conversion and close rates.

Deeply integrated marketing and sales tools, as seen here with data from IBM Silverpop seamlessly embedded into Sugar’s SFA UI, can build bridges between sales and marketing to drive enhanced conversion and close rates.

So, these are just three tips and tricks any organization can make in order to better align sales & marketing teams. Ultimately, shared goals and well thought out approaches to process can lead to success, aided by the proper use of technology of course. To see even more tips on driving even more sales from your marketing efforts, check out our free eBook by clicking HERE.

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Welcome to our roundup of customer relationship management (CRM) industry news from across the web. This week’s roundup will dive into the different ways you can leverage CRM from a marketing perspective. We’re hunting the ‘net for the latest and greatest, and bringing them to you here, in one convenient weekly post.

CRM can be an indispensable tool for marketers that wraps together many solutions, including prospect and customer targeting, multi-channel and multi-touch campaigns, as well as lead tracking and management. Here are some statistics on marketing functions that can be executed through a CRM system:

Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Source: Gartner Research)

89% of marketers said email was their primary channel for lead generation. (Source: Forrester Research)

Relevant emails drive 18 times more revenue than broadcast emails. (Source: Jupiter Research)

And here’s our latest collection of articles on how marketers can leverage CRM and improve their marketing campaigns across the board.

Empowering the Individual CRM User with Intelligent Data
Dun & Bradstreet (D&B) and SugarCRM have teamed up to announce their latest service offering with integrated business data. With D&B for Sugar, you will be able to better profile your prospects before you contact them as well as see growth potential inside new and existing customers. Segmentation and targeting just got a lot easier for your integrated marketing campaigns.
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The State of Marketing Automation Trends 2014 [Infographic]
“More and more companies understand that to remain competitive, marketing automation is necessary.” – Dayna Rothman

What do people search for when surveying the technology landscape for marketing automation vendors? The people over at Marketo and Software Advice have put together an infographic titled The State of Marketing Automation Trends 2014 that highlights what drives organizations to purchase these systems.
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How to Integrate Email Campaigns With the Rest of Your Marketing
This article emphasizes that email as a singular marketing tool will never be as effective as an integrated email campaign. Tying in social media, blogging efforts, mobile, and analytical data into your marketing campaigns can help effectively boost your reach while increasing your click-through and conversion rates.
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What are you waiting for? Work smarter not harder. I hope you enjoyed this week’s roundup with its focus on CRM with a marketing lens. Got ideas for other great articles we should include in future CRM Roundup posts? Let us know in the comments below!