Aligning Marketing and Sales for Business Success

Ask someone who has never worked in a sales or marketing department whether or not the two functions tend to be closely aligned, and they will almost certainly tell you that they are and should be. Some might even express surprise that the two are in fact separate entities. Ask anyone who has ever worked in a sales or marketing department, however, and they will tell a very different story.

Without a sales process, you are doomed!

If you are lucky enough to run a business whose products just sell themselves - you can stop reading right now and do something more productive.

If however, like me - and the vast majority of the business community - you need sales people to help sell your products and services, then the importance of understanding and defining your sales process cannot be underestimated.

Website and CRM – A match made in heaven.

Put the website at the heart of our customer relationship management strategy. This blog summarizes what was done by and hopefully will inspire you to integrate your website more tightly with your CRM.

Marketing - reduce admin

1. Lead capture & process automation

The blog and knowledge base on Workbooks website offer a large amount of freely accessible content. But in order to support the sales team adequately and give them something tangible to follow up on, they also gate high-value content with Workbooks Web2Lead forms:

Simple Web forms

Try Now button

Used on their Contact Us page or for white paper download.

More advanced Web forms
With business logic and workflows are used for free trial. Once a free trial form has been submitted, a workflow will automatically create a user in Workbooks in order to allow for that person to access our Cloud-based CRM platform and start the trial. This automatically happens on submission of the form.

How to Explode Your Email Marketing ROI With Your CRM

With unsubscribe rates increasing, open rates decreasing and our inboxes being filled with more and more noise (source - how can you stand out in a crowd of offers, free trials and the promises of grand riches from millionaire princes? Tweet: How to dramatically increase your email marketing ROI with a CRM system.

More to the point, what does this have to do with your CRM?This could be you! If only you'd replied to the "millionaires" email with your credit card details, NI number & mothers maiden name!

With multiple technological advancements in CRM systems, there are now multiple strategies you can implement for explosive growth in your email marketing ROI.

This could be you! If only you'd replied to the "millionaires" email with your credit card details, NI number & mothers maiden name!

Strategies include:

  1. Boost ROI with upselling and cross-selling
  2. Set-up automatic event-based emails
  3. Benchmark campaign performance
  4. Reduce your email marketing spend
  5. Speed up with a direct integration

Keeping Track of A Busy Marketing Team Using CRM – A CMO’s Guide

Your marketing team are all busy working on campaigns, analysing website performance, driving social media activity, managing events – all trying to move the needle on lead generation and build your brand. But how do you keep track of all their activities, ensure they are focused on the right areas, hitting their targets and collaborating as a team?

Answer:  Use your CRM system to create and track activities, events and campaigns and use the data to report on targets.

Activities in detail

A core component of any CRM system is the concept of activities – things that need to be completed by a specific deadline. You can configure activities in many ways to suit your business needs and include as much or as little detail as relevant.

Below is an example of one of my team’s activities:

Using Marketing Activities in your CRM to Monitor Team Performance

Not only does creating activities in Workbooks allow you to monitor interactions with people and organisations, but they can also be used to monitor the performance of your marketing team (or any team for that matter).

You can use the ‘Type’ field within an activity record to group together your marketing activities. For example you could add a Picklist value called ‘Marketing General’ and another called ‘Marketing Deliverable’.  When your marketing team creates an activity they can mark up the activity as either Marketing General (for general tasks), or Marketing Deliverable (for important deliverables such email campaign releases or product updates etc.)

You can then report on your marketing team’s activities by using a filter of ‘Type contains Marketing’. You will then only see activities relevant to your team. By utilising filters in Workbooks you can view marketing activities that have a particular record state e.g. open or closed.

5 Key Steps to Getting Sales and Marketing on the Same Page

There is often a misalignment of sales and marketing in many organisations. This can result in tension between the teams which can impact the ROI of your lead generation activities.aligning sales and marketing ebook image

Combining marketing automation and CRM can aid with bridging the gap between your sales and marketing departments but there are a number of other considerations you need to make to ensure they are on the same page.

The Benefits of Marketing Automation for Small Businesses

Smaller sized businesses (SMBs) are following in enterprise-sized businesses footsteps and are reaping the rewards for adopting marketing automation technologies.

In today’s financial climate, SMB owners are highly focused on the ROI they are getting from their marketing. Newer technology advances are allowing this to become possible. And those adjusting quickly are reaping the rewards.

How Does a Lead Become Revenue?

Where does a lead come from? Marketing creates campaigns that generate interest with an audience. This ‘Demand Generation’ often comes in the form of engaging content, which can come from various marketing sources e.g. email campaigns, your website or events.

Marketing and Sales Alignment…Why Does It Matter?

By integrating sales and marketing data, both teams can benefit from deeper customer insights - helping everyone become more productive. 
Using Marketing CRM techniques sounds as though it oversteps the traditional boundary between sales and marketing. However, sales and marketing alignment brings benefits to the business as a whole which cannot be ignored.
Here are just a few of those benefits…Improved Data Sharing, Better Understanding of Customers, Enhanced Automation Capabilities

Measuring the Value of Google Adwords with a Web-Based CRM System

An effective web-based CRM system can help determine the quality of leads generated by a Google Adwords campaign.

Google Adwords is clearly one of the world’s leading advertising media, offering enormous potential for a more level playing field between SMEs and larger competitors. It is therefore a real shame that many firms are still struggling to quantify the benefits. Getting lead generation right is a fundamental component of the marketing activity. And, for marketers under increasing pressure to prove ROI, Google Adwords is compelling, with its analytics, tips and tricks for optimisation and refinement. But lead generation is not sales.

Marketers need to scrutinise in detail the quality of leads generated by the Adwords campaign and assess their worth against a number of criteria, such as: