When it comes to growing the success of your business, the sales and marketing departments consistently butt heads with one another. The long-standing rift between the teams is based on a desire to perform—the sales teams want to nurture more qualified leads, and the marketing teams want recognition and credit for closed deals. In our constant struggle to identify innovative ways to align our internal teams and drive results, we often fail to see how the investment in technology can help, making collaboration seamless and the business more successful.
During a recent visit to a well-established partner, it became even more apparent how vital a robust CRM and cutting-edge marketing automation tools help to ease the antiquated sales/marketing stress. This amazing client works with us as a strategic partner to harness the full capabilities of their CRM and marketing automation to drive the business forward and take the company to the next level. If we all have a unified vision for our companies and clients, we can effectively and efficiently work together to achieve our business goals.
Higher Customer Retention Rates
Organizations with tightly aligned sales and marketing functions experience 36% higher customer retention rates and 38% higher sales win rates.1
Building a sales and marketing ecosystem helps address the goals of each department, creating a streamlined experience for customers all while providing a 360 degree view of each customer for the sales team. Marketing departments benefit immensely from improved lead generation, automated lead qualification and assignment, targeted messaging, and the ability to tie revenue to campaigns. On the other hand, the sales teams boost performance by tracking prospect’s behaviors and tailoring conversations to their activity and interests. They receive sales-ready leads (through nurturing), utilize real-time activity alerts, and can access lead information in one central interface. Building a sales and marketing ecosystem allows for a single source of truth – a system where the internal team can continuously interact with prospects and customers to better understand what they are doing and what their needs are. The CRM and Marketing Automation tools complement each other by acting as the engagement system for the lifecycle of the customer and creating a single sales, marketing, and engagement funnel.
Increase in Sales Opportunities
Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads.2
Some core benefits of sales and marketing working together include:
Or Greater Increase in Revenue
Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months.3
- Improved lead management and top of funnel alignment
- Automated lead qualification and assignment helps marketers:
- Track their ROI
- Target and segment marketing communications
- Assigning sales-ready leads in a timely and relevant fashion
- Integrated CRM and Marketing Automation allows you to sync information bi-directionally, meaning that an update to a record in your CRM will automatically be made in your marketing automation system (and vice versa)
- Aligned teams 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 that might cause leads to drop out of the sales process entirely
More Revenue From Marketing
Companies with aligned sales and marketing generated 208% more revenue from marketing.4
- Source: MarketingProfs
- Source: DemandGen Report
- Source: Gartner Research
- Source: MarketingProfs