When we talk to sales reps at Top Performing companies, here’s what we generally hear about the benefits of marketing automation in the context of sales:
1. Accountability for marketing performance.
Marketing can take ownership of generating a sufficient volume of leads that actually meet sales qualification expectations. That means the entire lead lifecycle – from inquiry to customer – can be measured and tracked. Over time, organizations can benchmark conversion in each stage, including estimating the number of qualified leads marketing needs to source and how much it costs to drive that volume based on expected revenue targets.
2. Reps have more reasons to reach out and engage prospects.
CRM-marketing automation integration turns CRM into a strategic source of insight for reps who become more likely to log in and use their CRM the way it was intended to be used. Naturally, this means marketing automation can also increase CRM adoption among sales reps.
3. Sales doesn’t have to qualify as many leads.
For Top Performing organizations that use marketing automation, lead qualification happens in marketing and opportunity qualification happens in sales.
4. Best practices in sales become scalable.
Marketing automation makes targeting buyers scalable because you can set up campaigns to run on autopilot. New prospects enter the correct nurturing campaigns automatically, receiving the right message at the right time, whether you have one or one thousand prospects in the pipeline.
5. Marketing automation helps reps stay in touch with prospects that aren’t ready to buy.
Marketing automation allows reps to actively monitor leads they have engaged, including flagging their activity and alerting reps of buying signals. Nurturing a prospect who has already engaged with sales requires entirely different messaging than nurturing a prospect who was just introduced to your brand. Marketers can set up campaigns into which sales reps can drop contact records in order to keep in touch with them over time. If and when a prospect engages with one of those campaigns, the rep can reach out and re-engage at just the right time.
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