If you’re a salesperson, I know what you might be thinking when you hear the phrase, “marketing automation”: “What’s in it for me?” The answer is “a lot!” Though they are sometimes at odds over their methods, marketing and sales really do have the same goal in mind…to increase revenue and profit for the company.
Though these automation tools may have the word “marketing” in them, they are very much geared toward helping with sales success. Simply put, marketing automation assists in improving the sales cycle. It helps the marketing and sales departments build stronger connections and relationships with current and potential customers. It works to ensure the sales team has strong, sales-ready leads. Whether they admit it or not, part of marketing’s role is to help the sales department bring in more revenue for the company. Marketing automation software can help accomplish this.
According to a recent report by Regalix, 86 percent of marketers using a marketing automation tool said it has greatly improved nurturing and lead management. Another study showed 50 percent of marketers found automation software grew and improved sales and marketing alignment. Other statistics:
14.5 percent of users saw greater sales productivity
12.2 percent projected reduction in marketing overhead
Marketing automation is a secret weapon for a successful sales team, nurturing leads until they reach a qualification threshold set by you and your sales division. Which do you think your sales team would prefer, cold calling or warm calling qualified leads?
Marketing automation’s job is to help in set up your sales team for success. By using properly configured lead scoring, your company can weed out time-wasting leads and focus efforts on the strongest prospects. Qualified leads keep the sales team focused and motivated. Marketing automation contributes to 50 percent more sales-ready leads, at a 33 percent lower cost per lead.
And if a lead is a perfect match for your product or services, but isn’t ready to purchase at this time? Marketing automation can help in this instance too! Lead nurturing helps your company build a relationship with the prospective customer until they are ready to make a purchase.
Pairing your marketing automation system with CRM makes it even better. When, sales and nurturing activity can be tracked in real time. Sales teams can determine if and when prospects have interacted with your campaigns. More opens and click-throughs mean greater interest. Greater interest could indicate a strong lead and potential sale.
Marketing may the first word in “marketing automation”, but the benefits aren’t limited to the marketing team. When sales take maximum advantage of marketing automation, they will receive stronger, more sales-ready leads. And the more qualified leads your sales team has to work with, the better chance they have to make the sale. Win-win.
About the Author:
TopLine Strategies delivers the complete integration and development of sales, marketing and customer service technologies that enable corporate clientele to improve revenue streams and strengthen customer interactions. Our project management and consulting is designed to achieve timely delivery, 100 percent user adoption of the technologies we implement and deliver measurable returns on investments for our clients.