Sales and marketing should not be completely siloed departments, even though their day to day functions are different. In fact, the success of a company lies in creating the right kind of synergy between the two departments, so that both teams can work towards attracting quality leads. Marketing automation solutions can help both teams achieve their targets and gain a better understanding of where the conversions are happening. Sales automation, on the other hand, can provide valuable analytics from the sales cycle for the marketing department, which can help them make decisions. Here’s how the sales and marketing teams can benefit from automation solutions, which ultimately leads to improved alignment.
Quality vs Quantity
Lead quality is a bone of contention between sales and marketing. Marketing claims they pass on high quality leads, while sales says the leads aren’t relevant. The pipeline can get clogged with too many leads, some of whom have no interest in buying. And, with it, comes the the possibility of a really good lead slipping through the cracks because there are too many to manage! This spells trouble for sales and marketing, but it can be prevented with a little teamwork. First, you need to define your ideal prospect profile and the attributes that will make selling to them possible. Then, by scoring and grading leads with marketing automation, marketing can ensure that only high quality leads, who have a genuine interest in your product, make it into the funnel. This means sales does not have to waste time following up on cold leads.
Data On Demand
Automation solutions allow for real-time data collection, whether it is a new subscriber, prospect activity or measuring the success of a campaign. Marketing can see how prospects are interacting with the brand on their website, what they are looking for and their level of interest, which enables them to figure out which stage of the funnel the prospect is in. With this information, marketing can share this with sales, who can send relevant messages instead of generic email blasts. With marketing automation, you can segment your contact list and tailor messages based on various criteria, such as:
- Level of interest in the product/service
- Position in the funnel
And, on the other hand, sales organizations can share what questions and topics their prospects are raising, so that marketing can create collateral around those topics. Furthermore, by knowing the sales cadence and being informed on where prospects are in the funnel, marketing can use this information from sales to send marketing messages to specific prospects or promote certain items throughout different marketing channels to help facilitate those deals.
Have More + Better Conversations
Automated tasks and follow-ups mean sales reps don’t need to waste time on administrative tasks and can instead make more calls. Segmentation and customizable campaigns mean that reps can make each conversation count by ensuring that the right message is delivered to the right person, at the right time. Reps can even let marketing handle messages to prospects who are at the top of the funnel, so that the sales team can focus on having detailed conversations with prospects who are nearer to closing and need immediate follow-up.
The bottom line is that marketing and sales need to speak to each other to optimize their efforts, but they can use their respective automation platforms to take care of other administrative tasks so they can focus on the tasks that are the best use of their time.