Aligning sales and marketing can be difficult. Each department has their own tactics and opinions about how money should be spent, how leads should be converted, and how successful campaigns are defined.
It’s like the sales and marketing departments have opposing parenting style – both think they’re right, that the other one is wrong, and that they have the best interests of their children, or in this case their company, at heart.
Sales might want to take the tough love approach, in which leads have shortened sales cycle and are quickly qualified as cold if not responsive.
Marketing, on the other handle, prefers a more nurturing parenting style – interacting with leads through longer sales cycle, educating qualified leads into knowledgeable customers.
Marketing automation software aligns those opposing parenting styles, creating open communication and transparency across departments. Inside the software, qualified leads are clearly defined through the lead scoring model, eliminating department-based definitions, and disagreements, of what constitutes a qualified lead.
An MA system that effortlessly integrates with CRM keeps an open dialogue between Sales and Marketing, showing Sales reps the quality and quantity of leads in the system. Of course, there are endless marketing automation benefits for Sales, but here are the top three:
- Bye-bye cold calls: If used effectively, marketing automation should reduce the need for cold calling. Be sure to break this news to Sales late on a Friday afternoon, they’ll need the weekend to recover from a Mardi Gras-sized celebration.
- Instead of Sales “nurturing” prospects through phone calls, marketing will nurture them through email campaigns, website engagement, and events.
- Once prospects have been nurtured into qualified leads, they’re passed to sales to employ a multi-touch phone/email campaign. Sales reps will have access to all of the lead’s information in CRM, including their engagement, actions, website hits, etc.
- Reach out at the right time: Sales can track your corporate website with website visitor tracking software and see when high-value leads are engaging with the site. From there, they can call the lead and discuss their needs, and your solutions, based on their current website activity.
- When setting up lead scoring profiles based on website activity, you can even set alerts to go out to sales reps when a lead engages with a high-value page, such as demo requests, product information, or pricing.
- All of this information is stored in the marketing automation system, so sales can look at activity on an individual lead level or collectively to identify trends in website interaction – which pages are viewed the most, stayed on the longest, etc.
- Shorten the sales cycle: Everything we’ve worked for thus far has been to get us to this point. Research shows, nurtured leads close faster and generate larger deals because they feel educated and eager to buy.
- Marketing automation scoring eliminates the guess work as to when a lead is ready to be passed to sales. When a successful scoring system has been set up, then tested and altered as needed, the system passes them along once the lead has reached the minimum scoring threshold.
- As sales interacts with leads, their emails can be personalized using the system. Marketing can set up trigger emails on behalf of sales reps complete with: dynamic content and personalized information, based on the lead’s needs/interests.
While marketing automation software seems like the great uniter – it’s just the vessel that accomplishes sales and marketing goals.
A successful MA system is based on cooperation and collaboration. Work together to develop an engagement strategy, lead scoring model and nurture path that everyone can agree upon. A successful path should shorten sales cycles and increase ROI, as Sales reps now have the time, energy and resources to close more deals.