In the remote workplace, adding context to collaboration is critical. By embracing workflow automations, marketing and sales can focus on what they do best: understanding their customers and creating a better experience for them, helping to cultivate customers for life rather than pushing products and creating buying cultures. The human element is much more fundamental to building trust and long-term relationships with customers. In a work-from-home scenario where employees are logging in more work hours than ever before, it’s time to let the technology do the heavy lifting. By combining them into a single integrated CX platform, everyone benefits from quick access, real-time insights, and 360-degree views. Often, this can lead to customer insights that are differentiated and critical information that is stored in separate systems. Most modern marketing teams rely on marketing automation platforms (MAP), while sales teams engage with CRM platforms.
The best way to support this environment is to unify your data. Rather than tasking the other team with providing one-off content and campaigns, marketing and sales should be in a continual collaboration loop based on the latest interactions and real-time customer data. The key is for both teams to understand how they can meet each other’s needs. What landing pages and email nurtures are having the most significant impact? Which sales scripts work best? Where are sales and marketing efforts resulting in upward returns on investment, and where do you need to make adjustments? These are the kinds of questions marketing and sales teams need to answer together. In the era of remote working, (over) communicating is key to support necessary pivots and agility. Breaking Down the Silos by Creating a Continuous Feedback Loop Without access to a single and complete source of truth, companies cannot optimize CX. One-third reported that incomplete data was a major source of frustration, and one-half reported being unable to access customer data, in a single view, across all functions or parts of the business.
#Dynamic duo meaning full#
Our own survey reveals the difficulties that arise when companies are unable to extract the full value from traditional CRM systems. However, the reality is traditional CRM systems - which should be the lynchpin of any CX strategy - aren’t fit-for-purpose and are holding companies back. Where the Silos Startedįor years, companies have relied on their CRM systems to provide insights on customers and prospects to enable organizations to hone their CX strategies. Just as HD was introduced as the new standard for televisions, HD-CX aims to be something similar to the next frontier in CX - so companies can “see” the future. New normal best practices are being forged to help sales and marketing teams align and collaborate more successfully digitally not surprisingly, technology can be the great enabler via the combination of marketing automation and AI-infused CRM to support a high-definition CX (HD-CX) - what we are seeing as the new standard in CX that is helping companies achieve a crystal-clear view of their customers.
Worse, these low-quality, siloed experiences leave customers with lackluster impressions, and with customer experience (CX) more important than ever in the post-pandemic era, it’s imperative to close the experience gap. Marketing Technology News: MarTech Interview with Ellen Donahue-Dalton, Chief Marketing Officer at VillageMD Is it any wonder then - if you can’t formulate a picture of what your customers need and want - that you’ll fail to properly position your goods and services to meet those needs and desires? The crux of the issue is a low-fidelity customer view that forces sales and marketing to adopt a “fly blind/best guess” approach – astoundingly archaic in today’s data-driven enterprise. Poor marketing-sales alignment leads to both wasted effort and poor performance.
And nothing exasperated the disconnect between sales and marketing greater than today’s remote work reality. This is frustrating both for marketers and for sales.Īll too often this dynamic exists in organizations: marketing and sales pushing back at each other when really, they are on the same team. Aside from complaining about not having the “right” leads - the kind that generate prospects that are primed and ready to buy. Your campaign is launched, leads come flooding in, and sales … well, sales does nothing. Everything is absolutely flawless - the creative is beautiful, the messaging is clear, and the lists are clean. Imagine that you have just worked for months on the perfect marketing campaign.
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