Sales and marketing teams are often at war with each other. There is a good reason for this—sales people view marketing people as unproductive in terms of generating leads, quality leads at that. On the other hand, marketing people view sales people as those who do the least amount of work but get paid the most.
This friction has always existed in most ventures and the management is often stumped with how to handle it. It affects the profit margin adversely as people become dissatisfied with their jobs and go on to seek greener pasture. The age-old question remains: How can one effectively maintain a robust sales and marketing work force that positively impacts the company’s financial goals?
In recent years, many have turned to marketing automation software in hopes of reconciling these two warring aspects of the business. Although this approach is still in its infancy stage having been introduced in the past 10 years or so, it looks promising. As with any system, it has its strengths and weaknesses. But experts assert that automated systems are the way to go and will continue to redefine the landscape of marketing in the future.
What are the advantages of acquiring this system as opposed to sticking to traditional marketing methods? There are numerous advantages to this system which, when set against the template of the sales cycle, would make one agree that it is indeed a tour de force in its own right.
One such advantage is obviously lead generation. Leads come from different portals such as landing pages, web forms, business listings, referral programs, social media, affiliate programs, company blogs, article marketing, etc. Leads are extremely important in realizing your goals, and as a marketer, you should make every effort to nurture these leads and convert them into sales-ready prospects.
This is easier said than done especially if you’re relying on personalities to accomplish this work. With a competent marketing automation software in place, you may consider the battle half-won. A holistic software engages incoming leads, supplies them with irresistible information, nurtures them to pique their interest, and finally converts them so that they will be willing to take a chance with your products and services.
It is a smooth end-to-end process that eliminates friction between sales and marketing. It segues from one phase into another seamlessly without subjecting the customer to awkward gaps and pauses.
It is important to remember that a strategy must be set in place in order to actualize your goals. The system in itself cannot function without any preset strategies encoded by the marketer. The good thing is that these systems now come with effective marketing strategies that have worked with a variety of clients and businesses.
Aside from the sales process, the analysis provided by this software can prove to be indispensable. Figures such as website tracking, lost leads, qualified leads, unqualified leads, shortfall, traffic, etc. are valuable in terms of identifying and fixing loopholes in the system. In the end, there’s no way but up as you continue to improve and reshape the system to fit your marketing needs.