Closing the Gap between Sales and Marketing

BY Maximizer
October 24, 2013

It never fails to surprise me why Marketing and Sales don’t collaborate more closely. Like two children too similar to get on with each other, they war and fight over lead qualification, timely follow ups and any of the many activities and facets which tie them inseparably together.

I was even more surprised when I heard software was bringing them closer together! For a long time, Marketing software has just been a way to automate some of the heavy workload while offering a way to measure marketing specific metrics, but in the new online age, it’s undergone a bit of a revolution.

With the latest marketing software, you can now view far more information about prospects and customers than ever before, thanks to their online habits  and what’s best is that sales are finding this prospect intelligence vital too.

4 key ways sales people benefit from marketing software:

1. Leads – the latest marketing software is completely automatable, operating off levels of relevant customisation and perfect timing which complete some of the hard work for sales people. This ends a major point of contention, as Sales no longer waste their time calling leads that aren’t interested, but are instead given leads that have shown a high level of interest via the company’s website or social media presence.

Plus, this more filtered approach to passing leads provides sales with the opportunity to approach each lead in a timely way.

2. Insight – online habits, previous purchases, communications and service tickets can all be presented in one consolidated, quick to view place, making the sales person’s job easier with direct access to a contact prospect history.

If a lead comes in, regardless of whether they are a new lead or an existing customer, sales can view the key information in an instant, to quickly decide their best approach or dig deeper into their information for a higher chance at conversion. The wonderful thing is the data is instant, drawing from website visitors, social media accounts, site activity and pulling information for the CRM system.

3. Speed – sales can trigger automated courses of communications themselves, which can act to nurture leads and accelerate sales cycles. It’s a scary thought for any marketers to just let a sales person lose, but all the actual setup of content and timing is still safely in their hands, allowing sales to save time and just click a button.

This brings sales as a whole closer to the communications process and they can decide for themselves, having been in direct contact with a lead, which course of action is most likely to end in a successful and timely sale.

4. Closed Loop Reporting – One major issue with the online medium of gaining customers is its measurability. Many times, CFOs can be highly unhappy when sales and marketing can’t provide them with detailed and accurate figures on how much a sale cost.

When marketing software integrates with your CRM, the reporting possibilities are abundant. By linking your customer acquisition and retention tools, you can report on even the most detailed aspects of their history with your company.

These are just some of the ways my sales team and I use marketing software HubSpot with Maximizer CRM, but it’s such a comprehensive software that we’ve only touched the surface.

Find out how marketing software could help your sales people by visiting our HubSpot page.

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