How B2B Marketers Can Increase Their Sales-pipeline Contribution by 10%?
Many of the tensions between marketing and sales teams stem from breakdowns in the lead management process. All too often the marketing team is passing over leads that aren’t sales ready, and the (understandably frustrated) sales team is choosing to pursue their own leads instead. This leaves customers lost in the mix — and when left to fend for themselves, your buyers will likely find a friend in a competitor that is doing a better job of catering to their needs. Revenue is left on the table. When these alignment issues exist at the top of the funnel, the company is losing out on new customers, and marketing is losing a chance to show their value as a revenue generator. To shore up these holes and perfect a lead management process that works for both teams, it’s essential to build an all-in-one marketing and selling tool that everyone can rely on. This is where marketing automation and your CRM come in.
“Creating a lead-to-revenue model is an integrated sales and marketing effort,” comments Tyler Lessard, CMO at Vidyard. “You have to break down the barriers between marketing and sales and start thinking about your revenue engine as an integrated model, from lead generation to lead scoring and all the way through the funnel.”
Once sales and marketing leadership agree to tackle this issue together, you’ll want to start building this integrated revenue model by examining the technologies needed to help align objectives across party lines. Your sales reps are likely used to working primarily in a CRM, but imagine a system that displays all of the relevant prospect and campaign information needed by both teams, all in one place. That’s exactly the kind of ecosystem you can create by integrating a marketing automation system with your CRM.
Think of it this way: if a CRM is primarily a sales tool, marketing automation is its marketing counterpart. Integrating the two systems allows you to sync information bidirectionally, meaning that an update to a record in your CRM will automatically be made in your marketing automation system (and vice versa). This keeps sales and marketing on the same page by giving them valuable insight into prospect activities, increasing the efficiency of the lead management process, and smoothing out kinks in the sales funnel that might cause leads to drop out of the sales process entirely.
With marketing automation working in tandem with your CRM, you’re creating a sales and marketing tool capable of streamlining troublesome sales and marketing tasks, such as:
• objectively qualifying leads so that only high-quality leads get passed from marketing to sales
• automating lead assignment so that leads are always sent to sales at the right time
• tracking marketing and sales touchpoints throughout the length of the sales cycle — in real time
• improving the relevancy of sales and marketing messages
• preventing non sales-ready leads from slipping through the cracks
• gaining insight into campaign performance to help prove marketing accountability
The chart below takes a closer look at how marketing automation and your CRM can cover the full spectrum of day-to-day sales and marketing tasks.
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