By the nature of its name, a marketing automation platform (MAP) would imply the technology is only intended for marketing departments and their various tasks. However, this is also only part of the picture. A MAP can have effects across an organization from the epicenter of marketing. One of these places includes sales.
A recent study showed that 60% of companies that invest in MAPs and integrate with customer relationship management (CRM) systems, report exceptional alignment between their marketing and sales teams. This alignment is crucial to organizational success and is key in driving efficiencies for improved revenue. When an entire company is on the same page and operating with the same information, they are poised to serve customers more readily.
Investing in marketing technology like a marketing automation can have significant impact in the following areas, that assist both marketing and sales in converting prospects, achieving a sale and working towards customer loyalty.
One of the main reasons for investing in marketing automation is the lead nurturing capabilities. In fact, 68% of the study’s respondents say they use technology to automate the lead nurturing process. With so many different touchpoints in the sales funnel, it can be hard for marketing and sales to hit every point in the same stride as the customer. A MAP helps streamline the process and ensures not a single point is missed.
Many companies attribute a lack of lead nurturing to the 79% of marketing leads that never convert to sales. Lead nurturing takes effort and thoughtful consideration. With a lift from technology, lead nurturing throughout the marketing process becomes more comprehensive and handing it off to sales is then in turn more effective.
Lead Volume and Quality
The study revealed 63% of marketers use MAPs to increase lead volume while 59% aim to use it to improve lead quality. On both fronts, sales teams benefit as they collaborate with marketing on guiding customers down the funnel. A MAP enables both the sales and marketing teams to nurture leads from different sources in order. If done manually, the process of qualifying and nurturing leads would take thousands of man hours, something that is done by MAP’s in just seconds.
A MAP is also a valuable tool for qualifying leads based on certain criteria. Lead scoring is no longer a task with pencil and paper. Instead a MAP can look at the millions of data points determinant of your customers and bring you the exact demographic you are trying to reach. In investment in increasing your quality leads will increase your effectiveness in marketing and landing a sale.
Above improving lead potential and processes, a MAP integration with CRM greatly enhances the communication between sales and marketing. Communication of any kind, but particularly between these two groups, is a key contributor to success. The more sales and marketing are aligned, the better they understand customer needs and desires. The study showed that 62% of companies already use MAPs and of those, 94% report it is vital in a marketing strategy. Beyond the individual benefits, a MAP used wisely with CRM can create alignment and affect an organization from all angles.
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