Three Ways Marketing Automation Can Bridge the Gap in Marketing-Sales Alignment

    Three Ways Marketing Automation Can Bridge the Gap in Marketing-Sales Alignment

    In order to achieve higher ROI as well as strengthen collaboration with the sales department, CMOs need to capitalize on the various features provided by marketing automation systems.

    In recent years marketing has evolved to being less of a cost center to a more impact and ROI-driven function that influences results. However, the pace of progress also created an unprecedented disruption in the marketplace and makes it more competitive than before.

    While CMOs look for the latest ways to attract and engage their prospects in today’s multi-channel environment, tracking processes and leads from multiple sources are becoming increasingly complex. Therefore, it is vital for CMOs to set the proper fundamentals in place to help them abide by certain parameters to maintain the quality of leads from a growing number of channels. Additionally, marketing departments are also required to show their efforts that directly result in new leads, customer acquisition and business revenue growth. As the pressure from their C-suite counterparts mounts to drive B2B sales, CMOs should consider opting for marketing automation software.

    Solely relying on martech won’t help CMOs to solve their team’s marketing challenges. However, the right synchronization between various campaigns, processes and marketing technology can help align marketing and sales efforts and measurement goals to improve how the brand functions and the leads are managed.

    Also Read: Top Strategies for Successful Sales and Marketing Alignment in an Enablement Role

    Here are a few ways that marketing automation can help brands deepen their marketing-sales alignment:

    Synchronizing multi-team efforts 

    The lack of alignment between sales and marketing doesn’t provide a holistic view of the lead pipeline or the status of lead health for a brand. This makes it difficult for CMOs to measure as well as optimize their future marketing and even sales performance.

    With marketing automation software in place, CMOs can execute and track the various aspects of marketing expenditure and thus, provide a more unified overview to the marketing and sales leaders.

    Improving lead management workflow

    Often marketing and sales teams find it difficult to put proper lead scoring parameters in the right place. This leads to the departments facing challenges to nurture the right prospects that are in-market for a product or service at the right time resulting in high lead-churn rates as well as lost opportunities. Therefore, to address these challenges, CMOs need to opt for marketing automation systems to limit these lags and put reliable lead management workflows in place. This way, both marketing and sales executives can track an optimized workflow that will create not only a better internal process but also a more seamless end-user experience.

    Also Read: Driving Growth with Sales-Marketing Partnership 

    Enabling Marketing and sales maintain long-term data quality

    One of the core aspects that can strengthen the marketing-sales process is to optimize not only data intake but also data quality. With a unified marketing automation system in place, teams are empowered with a more analytical approach to lead management. Additionally, having the system in place enables them to boost data quality measures that will help sales teams to prioritize better leads as well as close more deals.

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    Vishal Muktewar
    Vishal Muktewar is a Senior Correspondent at On Dot Media. He reports news that focuses on the latest trends and innovations happening in the B2B industry. An IT engineer by profession, Vishal has worked at Insights Success before joining Ondot. His love for stories has driven him to take up a career in enterprise journalism. He effectively uses his knowledge of technology and flair for writing, for crafting features, articles and interactions for technology enterprise media platforms.