Marketing and sales are notoriously independent.
But when the two team up, the results can be the stuff of legends.
One golden opportunity for teamwork between the two is the adoption of marketing automation.
Marketing automation uses software to qualify, score and nurture leads on an individual basis until each becomes “purchase ready.”
To pay off, marketing automation demands that marketing works with sales to perfect the “handoff” of purchase-ready leads; and sales works with marketing to perfect the “take-back” of not-yet-ready leads.
But merely introducing the software doesn’t mean marketing and sales, after years of acting like Lone Rangers, will suddenly partner up.
Mac McConnell, writing for Marketing Automation Software Blog, identifies three reasons organizations “get stuck” after adopting marketing automation—and how to tackle the issues:
Lack of fresh leads. Many organizations that adopt marketing automation soon discover they simply don’t have enough leads to fill the pipeline. In such cases, the marketing department should “go back to the drawing board,” McConnell advises, revisiting lead-generation activities that may have been discarded because they were thought to be low-yield. Tradeshows and rented direct marketing lists are prime examples. “Cast a wide net and revitalize tactics that have fallen out of favor.”
Lack of content. Other organizations can’t kickstart marketing automation because they don’t generate enough content—the gas that makes the engine run. The correction here is simple: the marketing department has to get on the stick. “Start working on fresh content that actually helps your buyer meet their goals, not yours,” says McConnell. Research reports are ideal. Buyers also crave short pieces, like checklists, executive briefs, industry overviews and glossaries.
Lack of a lead-scoring model. Marketing automation’s “secret sauce” is lead scoring, but many organizations never enjoy the recipe because marketing and sales can’t agree on definitions. The solution? Bring the two departments together, McConnell recommends. Insist they reach consensus on which attributes of a lead are important and which behaviors represent “buying signals.” That’s the only way leads can be scored.
To be successful in this era of change and engage more deeply with customers, we must embrace the reality that marketing now includes every part of the business. Marketing is the company—not just a department. We’re all marketers now. Join your peers in taking ownership of a revolutionary period in marketing effectiveness, efficiency and control at Aprimo Marketing Summit 2012 from February 28-March 1 at ARIA Resort & Casino in Las Vegas.
Three days of networking, sessions, demos, and more. It’s the one event that successful Aprimo customers consider a can’t-miss. There are sessions and training that will allow you to tap into the biggest selection of insights, tips, demos, panels, how-to’s, case studies, partner talks, trainings and more.
Top 3 Reasons to Attend
1. Thought leadership insights from Dan Heath, author of best-seller Switch; Porter Gale, who transformed Virgin America using social media; and Scott Bedbury , global branding expert responsible for Nike’s “Just Do It” campaign and Starbuck’s growth and repositioning.
2. Best practices from your peers – how they’re leveraging Aprimo products to take their marketing to the next level and improve their bottom line.
3. Multiple networking opportunities; the Aprimo user community is the heart and soul of the Summit experience.
Click on this link to learn more about this year’s Summit, including how to register! Aprimo Marketing Summit 2012