Effectively Addressing Marketing Disconnects from Impacting the Customer Journey


    Disconnects in B2B sales or marketing can harm customer relationships and, in the long run, impact potential revenue as well. Brands must address any disconnects, whether internal or external, that may be affecting marketing objectives.

    Today’s fiercely competitive online marketplaces have increased pressure on brands to develop superior customer journeys. Given the range of e-commerce platforms and of MarTech automation, creating a flawless online purchasing experience is something that can be easily accomplished even by lean teams.

    However, adopting more advanced MarTech or related solutions is not the only way to improve and maintain a seamless customer journey that helps companies stand out from the competition.

    The real key is to connect systems, external goals, and internal processes while keeping in mind a consistent framework that emphasizes how a brand’s online purchasing journey should look like.

    At various points in the brand or product lifecycle, different businesses and teams will encounter different types of disconnects. The aim is to continuously assess what’s working and what isn’t, determine what needs attention and why, and then adopt the appropriate processes and tools to reconstruct any fragmented customer journeys and experiences. 

    If a business feels that there are too many disconnects in their online buyer journey, they should take the following into account:

    Using a Single Source of Truth to Realign Sales, Marketing, and Customer-Facing Strategies

    When different teams use various platforms to automate future campaigns, store their data, or even website triggers, it can have a significant impact on a brand’s go-to-market strategy or process.

    It is generally advisable to streamline processes by having these teams store their data and run their campaigns on a single automation tool or CRM. But, for businesses that prefer different platforms, a better process needs to be in place. One where sales and marketing leaders can gather to define what kind of customer journey or GTM strategy should be implemented and how before placing prospects into a unified tool or CRM that can enable both teams to drive a more uniform customer journey and align their messaging.

    Also Read: Convergence of MarTech and AdTech for a Better Customer Journey

    Internal Marketing and Sales Processes Should Be Aligned with the External Buyer Journey 

    It’s critical for sales and marketing leaders to resist adopting the latest capabilities or features of any tool without first determining whether they actually need them or whether their current tech stack can still support the same customer journey and experience. This is especially true in the SalesTech and MarTech ecosystem, which now offers far too many tools to choose from.

    Certain types of brand formats or journeys necessitate the adoption of different platforms, but the key is to keep the tech stack to a minimum and adopt fewer, more integrated systems that can improve internal operations and team alignment between marketing, sales, and other customer-facing teams.

    A framework in place with an intended brand lifecycle or flowchart can help teams implement the necessary processes and tools to meet that end goal.

    Also Read: How to Optimize Customer Journeys to Generate Profit

    Determining Where the Silos Is

    In a competitive market, it is more important than ever for brands to regularly test their online buying journey and website journey. Wrong links and a lack of coordination in terms of promptly responding to live chat prospects and website visitors are all things that can turn away potential customers.

    As much as sales and marketing teams must create systems that enable continuous testing and improvements, the other side entails identifying where silos exist and why in terms of execution, action, and response times.

    When brands use SalesTech and MarTech properly, they can improve customer journeys and experiences. The primary requirement centers on continuously assessing the status and efficacy of the real buying process, considering new ways to direct the GTM process, and learning more about what customers and prospects desire.

    It is important, not impossible, to create stronger and deeper customer connections in a crowded digital landscape.

    For more such updates follow us on Google News TalkCMO News.

    Previous articleCombating Digital Marketing Fatigue with Conversational ABM
    Next articleWhy Every Business Requires a Full-Funnel Marketing Strategy
    Prangya Pandab
    Prangya Pandab is an Associate Editor with OnDot Media. She is a seasoned journalist with almost seven years of experience in the business news sector. Before joining ODM, she was a journalist with CNBC-TV18 for four years. She also had a brief stint with an infrastructure finance company working for their communications and branding vertical.