The issue of marketing and sales alignment is a common theme across organizations spanning all industries given that these two departments tend to work towards uncommon goals. However, when one considers that the true role of marketing is create demand and the historical role of sales is the create value, the two departments are ripe for alignment in ways that can increase sales productivity as well as marketing ROI. Marketing automation supports this process of offering three key contributions: campaign management, marketing operations, and reporting.
Campaign Management offers the ability to have sales provide marketing with ideas for campaigns that cross channels. Marketing then develops relevant and personalized campaign messages across email, mobile or social media, including providing the list segmentation and dialog with the target audience. Marketing Operations provides the tools to make the communication of requests from Sales to Marketing both efficient and visible. Marketing Operations provides Sales with the ability to not only communicate with marketing, but also access to the marketing calendar, assets, and costs associated with lead generation activities.
Marketing automation can also support sales and marketing alignment by providing reports that detail marketing activity, performance as well as efficiency. This is a very long conversation that requires a bit more information as to your specific need.
To discuss this in greater detail, please give us a call directly at 484.845.1040!
