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With marketing evolving over the years to become less of a cost centre and more of an impact and ROI driven function that can directly influence sales results, today’s marketing leaders have to adapt the use of their marketing automation and overall martech to appropriately measure and analyze different areas of their marketing, with the aim of constantly improving, enhancing and optimizing team efforts.

Marketing itself cannot make a difference to a marketing team’s challenges but the right synchronization between different processes, campaigns, marketing technology can better align marketing and sales efforts and measurement goals to improve how a company functions and how leads are managed.

A critical part of aligning sales and marketing functions involves using centralized platforms to capture customer inquiries across online and offline platforms, sharing this information between teams, using effective lead ranking and lead scoring processes to prioritize outreach based on it, identifying the best channels and type of communication tactics to drive collaboration and deepen engagement with those leads.

Marketing leaders who rely on strong marketing automation systems to limit these lags and put reliable lead management workflows in place that can be tracked and optimized in real-time by both, marketing and sales executives as the need arises will not only experience a better internal process but will also end up creating a more seamless end-user experience.

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