As consumer, market, and employee demands have evolved tremendously, it has become challenging for the presales teams to execute successful marketing campaigns. Many enterprises have siloed marketing operations that do not deliver expected results as per the business objectives.
Right from the first marketing touch point that the prospect interacted with to the final point where the prospect was converted presales and the post-purchase journey of the customer, the presales, sales, and aftersales teams must work cohesively to manage the customer journey effectively throughout their lifecycle. The roles of ReVOps have evolved tremendously with the surge in the adoption of technology and changing consumer demands. If the presales teams are working in siloes with the other departments, and internally, it can have a tremendous impact on the conversion rates and customer experience. Bygone are those days when presales, sales, and aftersales teams could work in their own silo. In the current competitive environment, it has become crucial for businesses to streamline the interaction between teams and establish cross-functional teams.
Also Read: Three Strategies for Employing the Best Marketing Operations Team
Following is a playbook that CMOs can consider to smash the silos in marketing operations:
Ensure transparent communication across the departments
This might be one of the most common suggestions, but the most common reason for teams working in silos is miscommunication or wrong interpretation. Hence one of the most important factors to consider while smashing the marketing operations siloes is to establish workflows and tools that encourage transparent and clear communication that enables the teams to make informed decisions. CMOs should consider creating a better alignment between the presales, sales, and aftersales teams to smash the siloes. Moreover, it is crucial to create awareness amongst the marketing resources about the evolved customer expectations to ensure an enhanced experience at every touch point.
Keep revenue and pipeline Come as the top priority
It is crucial for the RevOps teams to effectively align their job roles and ownership of responsibilities and set clear expectations in regard to what they need from others.
CMOs can design and implement KPIs that teams can monitor to understand the capabilities to identify the siloes in the operations and make necessary adjustments based on them.
Businesses need to have individual KPIs set to monitor the performance of each department and comprehensive KPIs to evaluate the performance of the entire RevOps teams to accurately identify the gaps.
The marketing teams should be able to deliver measurable results and data that enable the sales teams to develop their pipelines. An enhanced marketing pipeline allows presales teams to gather valuable insights into touch points that bring customers closer to conversion. Designing and implementing a common set of goals and responsibilities will be the marketing team to break all the siloes and deliver optimum results. Offering better visibility into potential revenue and establishing cross-functional teams will help businesses to have an efficient lead qualification process that qualifies better leads in the sales pipeline.
Also Read: How CMOs can Enhance Their B2B Customer Experience
Implement effective marketing tools in the MarTech stack
The continuous evolution in the development of tools, applications, and technology in the business landscape has enabled them to manage processes and operations more efficiently. CMOs should consider exploring, evaluating, and implementing marketing tools that enable businesses to centralize the customer journey to get a holistic view of customer preferences and needs. Unifying the entire RevOps teams on a single platform will enable businesses to smash all the siloes in marketing operations.
With the evolving business landscape, marketing operations should have zero silos to improve the efficiency of their presales campaigns. The above-mentioned strategies will enable businesses to overcome all the marketing operations silos faced by the organization.
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