How can CRM improve sales and marketing collaboration?
Posted: Wed Dec 04, 2024 8:47 am
Although sales and marketing should have common goals – acquiring customers, closing deals and achieving high customer satisfaction – in practice they often work separately, implementing their own KPIs, and even conflicting with each other. Unfortunately, situations are still common in which salespeople complain about the low quality of leads provided to them by marketing, and marketers, in turn, are resentful of the sales department's failure to take up leads. Sales representatives are reluctant to get involved in marketing projects, while marketers are embittered by low marketing budgets… Do you know this from somewhere?
In this blog post, we will show you how a well-selected and used CRM system can improve the collaboration between sales and marketing departments.
Marketing and Sales – Conflict or Cooperation?
The fault, as usual, does not lie solely with one of the parties – the slovakia business email list main killer is the lack of cooperation between them, which translates into a lack of mutual understanding. To achieve this, common data sources, sharing knowledge about customers, as well as common goals, processes and standards that will turn internal friction into one coherent marketing and sales process are necessary. One of the methodologies that allows for effective design of the entire customer relationship process is the Revenue Operations approach, which you can read more about in our article .
It’s clear that if you give reps the right materials, tools, and resources they need to convert leads, they’ll close more deals and increase your company’s revenue. Sales enablement comes in many forms. Marketing provides reps with the resources they need to sell effectively, whether it’s videos, blogs, or product guides that support reps’ interactions with prospects.
However, modern marketing cannot be reduced to the role of sales support. By the time a customer contacts a representative, they have already completed a significant part of the purchasing process. It is the knowledge of what information they were looking for, what barriers they encountered, and what benefits they expect that gives salespeople the competitive advantage necessary to close a deal. This data comes from well-documented marketing activities.
The problem is that cooperation is not always perfect, information is often missing, it is transferred too slowly, it is incomplete, and all this results in reduced company efficiency. How can this be changed? CRM solutions come to the rescue.
How does CRM help in efficient lead transfer?
According to a Harvard Business Review study, you have one hour to contact a prospect and give yourself the best chance to speak to key decision-makers and convert them into customers.
See the problem? It's the transfer of leads. This is a particularly demanding process for sales and marketing teams, it should be very effective, done quickly and efficiently.
CRM can streamline your lead submission process:
with this tool you can score leads and
automate their transmission.
Based on individual criteria, marketing staff can quickly assign leads to sales representatives. This way, you can be sure that leads are forwarded to the right sales representatives at the right time.
Marketing teams can automatically assign leads based on their performance, the marketing campaign they were generated from, or their position in the sales funnel.
Instead of manually sending lead information from marketing to sales, a CRM system allows marketing teams to set parameters for what type of lead should be assigned to specific sales reps.
This automated lead transfer process allows for a smooth transition from marketing activities to successful sales conversions.
You can also use your CRM system to monitor and adjust lead scoring and routing rules as your business goals and market conditions change.
Select_CRM_e-book
How to generate high quality leads with CRM?
The one-hour rule only works if your lead transfer process prioritizes high-quality leads that are actually ready and able to buy.
In this blog post, we will show you how a well-selected and used CRM system can improve the collaboration between sales and marketing departments.
Marketing and Sales – Conflict or Cooperation?
The fault, as usual, does not lie solely with one of the parties – the slovakia business email list main killer is the lack of cooperation between them, which translates into a lack of mutual understanding. To achieve this, common data sources, sharing knowledge about customers, as well as common goals, processes and standards that will turn internal friction into one coherent marketing and sales process are necessary. One of the methodologies that allows for effective design of the entire customer relationship process is the Revenue Operations approach, which you can read more about in our article .
It’s clear that if you give reps the right materials, tools, and resources they need to convert leads, they’ll close more deals and increase your company’s revenue. Sales enablement comes in many forms. Marketing provides reps with the resources they need to sell effectively, whether it’s videos, blogs, or product guides that support reps’ interactions with prospects.
However, modern marketing cannot be reduced to the role of sales support. By the time a customer contacts a representative, they have already completed a significant part of the purchasing process. It is the knowledge of what information they were looking for, what barriers they encountered, and what benefits they expect that gives salespeople the competitive advantage necessary to close a deal. This data comes from well-documented marketing activities.
The problem is that cooperation is not always perfect, information is often missing, it is transferred too slowly, it is incomplete, and all this results in reduced company efficiency. How can this be changed? CRM solutions come to the rescue.
How does CRM help in efficient lead transfer?
According to a Harvard Business Review study, you have one hour to contact a prospect and give yourself the best chance to speak to key decision-makers and convert them into customers.
See the problem? It's the transfer of leads. This is a particularly demanding process for sales and marketing teams, it should be very effective, done quickly and efficiently.
CRM can streamline your lead submission process:
with this tool you can score leads and
automate their transmission.
Based on individual criteria, marketing staff can quickly assign leads to sales representatives. This way, you can be sure that leads are forwarded to the right sales representatives at the right time.
Marketing teams can automatically assign leads based on their performance, the marketing campaign they were generated from, or their position in the sales funnel.
Instead of manually sending lead information from marketing to sales, a CRM system allows marketing teams to set parameters for what type of lead should be assigned to specific sales reps.
This automated lead transfer process allows for a smooth transition from marketing activities to successful sales conversions.
You can also use your CRM system to monitor and adjust lead scoring and routing rules as your business goals and market conditions change.
Select_CRM_e-book
How to generate high quality leads with CRM?
The one-hour rule only works if your lead transfer process prioritizes high-quality leads that are actually ready and able to buy.