Sales and marketing tensions remind me of typical sibling rivalries.
There is blame; sales blaming marketing for providing bust leads.
There is whining; marketing whines that sales is failing to nurture hard earned leads to conversion.
Marketing feels underappreciated for doing all the heavy lifting and sales gets all the attention for making the sale…blah, blah, blah. Sound familiar?
Unfortunately, there are multiple junctures in the sales funnel when the process can go awry leading to missed opportunities, failure to close sales and lots of tension.
Studies indicate that the greatest likelihood for success is to better align sales and marketing, but how?
Arguably, the number one reason that your content marketing and sales processes are misaligned is because you are using lousy technology. With the right software tools, you can achieve better alignment, collaboration, accountability and communication.
Properly integrated CRM and Content Marketing Automation tools will enhance the entire sales process and quiet all the “family” drama.
CRM and Content Marketing Automation tools, when working in concert, provide a comprehensive picture of leads and clients throughout the entire sales cycle. You should be sure that your software tools offer the following features:
Aligned Content Marketing Automation tools and CRM can provide greater insight into campaign performance, improve lead generation and positively impact ROI
The handoff of market-qualified leads from the marketing department to sales is an outdated model. These days, best practices have evolved and qualifying leads is not generally the end of the road for marketing.
Technology has facilitated ongoing tracking of lead behaviors and continued engagement with consistent and relevant content assets, which empowers companies to reinforce their customer base, grow their pipeline and maximize the ROI of their campaigns.
And particularly because of this evolution, it is even more essential that you make use of a robust software solution that can help ensure that marketing and sales are well aligned. Because otherwise, you’ll just have to endure the bickering.
Have you experienced the benefits of fully integrated sales and marketing processes? Share your content marketing stories in the comments section below and make sure to share this post if you found it useful.We are thrilled to announce that MarketingWise is preparing to launch a next generation content marketing automation software solution. Make sure you are on our list so you can take advantage of our free trial when it becomes available.