Marketing automation is the jurisdiction of the marketing department, right?
After all, the word “marketing” is right in the title…
Successful marketing automation processes, in fact, are a collaborative effort between the sales and marketing arms of a business. Without both sides contributing, automation will never be as effective as it could be.
Here’s exactly when and how the sales team should become involved in the process of marketing automation.
Before You Even Choose the Software Platform
Yes, you heard that right. Sales should play a critical role in evaluating potential automation platforms. They use it, too! Think of automation software as the backbone of your entire conversion process; without the right tools in place, no one can do their job all that well. The sales team should be asked for feedback regarding what they lack now (i.e. data regarding a lead’s journey thus far; organizational tools for follow-ups, etc.) and those considerations should be taken into full account when choosing software.
When Integrating the New Software
Sales and marketing should work together during the implementation of an automation platform. Ideally, sales and marketing teams will operate on a modified buddy system, each salesperson paired with one or more marketing minds. The training process should treat sales and marketing as one holistic entity, not two disparate arms of the same body. It’s best to get potential pain points out in the open upfront so everyone’s on the same page about how to deal with them during the actual sales process.
As Soon as a Lead Turns the Corner
What do we mean by “turning the corner?” The point at which a lead moves from the “Consideration” phase of the purchasing funnel to the “Decision” phase. If marketing’s job is to bring in interested, qualified leads, sales’ job is to convert those leads into sales. It really is that simple. Sales has tricks up their sleeves that marketing simply doesn’t. The point at which a lead’s objections to buying (i.e. price, lingering doubts about capabilities, etc.) can be answered one-on-one by a sales representative is the perfect time for marketing and sales to come together to brainstorm exactly what needs to happen next.
Once a Lead is Closed
At this point, it’s sales’ turn to loop in marketing again. A closed lead isn’t a dead lead… it’s still warm, and marketing needs to know how the latter portion of the sales process went in order to effectively re-market to that customer moving forward. Was the client frustrated about how long shipping took? Did they lean heavily on the customer support resources after they purchased? Knowing what kind of sale a lead turned into helps marketing understand how to better position the brand to serve their needs next time around. The automation process is a circle, in the end.
Sales and marketing are two halves of one whole. Without collaboration, the whole process falls apart, and the customer is ultimately who suffers.
Questions about how marketing automation software can bring your sales and marketing teams together? We can help with that.
Contact Sync today to talk shop. That is, if “shop” to you means marketing automation.