Gone are the times when sales automation and marketing automation worked in two different spheres. When brands take a revenue-oriented approach, a co-action of sales and marketing automation can help close the high-value accounts much faster.
Sales and marketing teams need to work together to innovate and maximize performance. Integrating sales and marketing automation gives a unified view of the customer, engaging them at each stage of the customer journey. This blog post will elucidate how automation can bridge the gap and combine the power of sales and marketing!
The Sync
Sales and marketing automation need to work as one to understand the audience better, creating campaigns that are more targeted and helping the sales team effectively communicate throughout the buyer’s journey.
Marketing automation helps you understand your customer’s preferences, needs, and where they are in the funnel.
Sales automation aims at managing pipelines effectively, prioritizing accounts, and forecasting precisely. When you merge the capabilities of the two, the sales team is better able to score leads and gain beneficial information about the prospect, and the marketing team gains extensive customer information and learns what the audience needs, creating real-time, satisfying experiences.
The Tools
Marketing teams love analytics dashboards. They often use web analytics for hyper-personalized campaigns, zeroing in on customer behavior and buying patterns. If the marketing team passes on this crucial information to the sales team, they’ll generate actionable insights based on how the audience engages with marketing campaigns. Sales teams store pivotal data in the CRMs that can help the marketing teams create collateral and campaigns that address customer pain points and build robust connections.
CRMs, CDPs, and email automation tools can get both teams on the same page. There are intuitive platforms in the market that help with sales and marketing integration. The conflict between sales and marketing has always been about the leads. The marketing team believes the sales folks don’t follow up well or use the right communication, while the sales team stands a firm ground saying marketing doesn’t hand down relevant leads.
Customer Relationship Management tools provide numerous benefits, such as lead scoring, automating follow-ups, territory management, pipeline acceleration, and more. But Integrating CRM and marketing automation can go a long way. Sales and marketing automation will give you a clear view of how you acquired the customer, why the customer is using your product/service, what they need from your customer-facing teams and how they interact with your brand.
The Editor’s Note
The combined power of sales and marketing automation is impressive. It’s not about automating repetitive tasks; it boils down to creating new business opportunities. MarTech will play a key role in sales and marketing alignment. New marketing technologies are bringing sales and marketing closer than ever with aligned metrics that work for both teams. The AI-powered insights a MarTech Stack provides have the potential to revolutionize not just marketing but sales too.
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