The following was written by EBQuickstart Vice President of Professional Services Doug Phelps and originally published via Pardot.com
Both marketing and sales teams face challenges in developing buyer relationships and communicating effectively with clients and prospects and with each other. Challenges like overly-complicated workflows and passing marketing qualified leads don’t just make for less efficiency, they can also have a direct impact on the customer experience. Tools like marketing automation platforms can help streamline these processes for both marketing and sales.
These five challenges your sales teams face can all be solved by creating a clear workflow and streamlining your processes with marketing automation:
CHALLENGE #1: MULTITASKING
Sales reps are juggling discovery calls, qualifying calls, closing calls, and prospecting tasks that simultaneously require their attention – balls inevitably get dropped.
Marketing automation tools like Salesforce Engage allow quick communications to occur so more opportunities can be effectively managed without sacrificing your nurturing and prospecting efforts.
It can be hard for sales reps to prioritize who they should contact first. All prospects are important right? And if you don’t prospect, you won’t know who in your database can make a business decision for your product or services. If you don’t follow up with those identified decision makers, you can’t vet them for interest. But if you don’t contact the most interested candidates in a timely manner, you may lose them to competition or make them feel that your business doesn’t keep its commitments. The prospect will judge your service team by your ability to properly stay focused and deliver the right message at the right time. Salesforce engage allows you to quickly communicate to more than one opportunity at a time allowing you to effectively manage without sacrifice your prospecting, nurturing and closing abilities. It even allows you to ‘multiply yourself’ and send more than one email at a time using Variable Tags to personalize the content.
CHALLENGE #2: MISCOMMUNICATIONS BETWEEN SALES AND MARKETING
These two departments don’t always see eye to eye or communicate in real time resulting in conflicting or unrelated communications with prospects.
Marketing automation can streamline the process of passing marketing-qualified leads (MQLs) to prospects. Marketing can then turn their attention to supporting sales with content and driving engagement.
How many times has your sales team received emails that start like this: “I got this email from your marketing team and I don’t think they know we are talking…” Messages like this are egg on the face of a professional sales person who always wants to present the right message at exactly the right time. If the marketing and sales teams aren’t in sync, it can make the entire business look bad in the eyes of the customer. Using a marketing automation platform, you can leverage automatic alerts so that your sales reps are instantly notified when marketing has passed them a lead. And if they aren’t ready to close, sales can then bounce leads back to marketing by adding them to nurturing campaigns to warm them up to a sales-ready state – all from a single dashboard.
CHALLENGE #3: INFORMATION ACCURACY
Sales reps are often left to craft their own emails and often those emails might be inaccurate or ineffective.
Marketing automation allows your marketing team to craft an encyclopedia of accurate and effective email templates that can be utilized by sales reps as they see fit.
Each sales rep needs to engage with their prospects and clients, but every rep and every buyer is different. This can lead to non-standardized email messages and varying levels of success when reps are communicating with prospects and clients. It can be especially difficult for new reps who need structure to get off the ground. With automation, marketing can ensure that all reps have access to marketing-approved messaging and on-brand templates and content that can be quickly and easily accessed by all members of the sales team.