Synching marketing and sales to achieve more

Marketing and sales teams that use technology to identify the prime time to engage with customers are more likely to deliver better business results. Andrew Moravick, senior research associate of Marketing Effectiveness and Strategy at Aberdeen Group, explains why

Rebecca Gibson
Rebecca Gibson
By Rebecca Gibson on 07 January 2016
Synching marketing and sales to achieve more

This article first appeared in the Winter 2015 issue of OnWindows.

What are the biggest challenges facing sales and marketing teams?
Marketing and sales professionals must deliver more measurable results than ever. Technology removes uncertainty – there’s no ‘we can’t measure that’ or ‘our gut feeling is good enough’ anymore. These teams also need to operate like independent businesses, showing profitable returns to their wider organisations. Aberdeen’s research (see: No Longer Sitting at the Kids’ Table: Sales Management Finally Grows Up) shows that 74% of Best-in-Class sales teams focus on profitable, bottom-line revenue now, rather than the top-line, gross sales revenue of the past. Best-in-Class marketers are 2.3 times as likely to track leads and revenue down to specific content assets (see: Tracking & technology: Two Keys to Best-in-Class Content Marketing).

How will customer engagement evolve in 2016?
Now that marketing and sales teams function like businesses, they will focus on finding the right moments to target people, rather than trying to engage them everywhere. Our research (see: CEM Executive’s Agenda 2015: Leading the Customer Journey to Success) shows that companies with established processes to manage customer journeys significantly outperform their peers in everything from social media mentions, to customer win-back rates. Behavioural data, customer feedback and other insights help teams to target people at the opportune moment, saving time and sparing customers from random and annoying outreach efforts.

In what ways can marketing teams empower sales associates to boost sales?
It’s all about knowledge sharing. Aberdeen’s research (see: The Subtleties of Supporting Sales Enablement with Content Marketing) indicates that marketers who actively support sales with content drive 69% more revenue growth year-over-year, compared to those who don’t. Sellers equipped with ¬marketing-made assets are more effective at closing deals, especially when they are informed by customer interviews, in-depth data and analytics. Marketers also benefit from sales insights. If the marketing team’s efforts are in synch with what sellers are saying when closing deals, the whole experience is more cohesive and compelling for the buyer.

How will new technologies help to personalise the customer experience?
Personalised customer experiences can either be relevant and valuable, or overly specific and creepy! Before deploying new technologies – such as beacons, mobile, the internet of things and more – companies should identify how they will measurably improve operational challenges. Data analytics and customer relationship management systems can provide insights on what’s already happening and help develop processes, but they should also be aligned to measurable objectives. It’s not about how these technologies can support a personalised customer experience, but how they can make that experience valuable to both customers and businesses.

All research reports referenced in this article are available via



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