SALES & MARKETING COOPERATION

Transcription

1 SALES & MARKETING COOPERATION Organizational Efficiency Sales efficiency is enabled by close cooperation with marketing Tactical cooperation includes sharing data, identifying prospects, & developing process flow Technological Enablement CRM systems integrated with marketing automation to create a seamless buyer s journey Common technical platforms that close the gap between departments & allowing for closer cooperation

2 INTEGRATING TECHNOLOGY ACROSS SALES & MARKETING Demand Generation Adoption Marketing Tools Automated Tools for B2B Sales & Marketing Cooperation Demand Generation Integration Marketing & Sales Sophistication Aligning Sales & Marketing Overwhelming Use of Multiple campaigns Alerting Sales to Hot Prospects Triggered Actions Bring Sales & Marketing into Alignment 2

3 MARKETING AUTOMATION IS INCREASINGLY BEING ADOPTED AMONG B2B ORGANIZATIONS 56% of B2B have adopted marketing automation That represents an increase of 48% over the last 10 years Marketing organizations that fail to adopt marketing automation are clearly technological laggards in

4 87% of B2B companies that do NOT use Marketing automation are using Batch & Blast System 88% OF B2B COMPANIES CURRENTLY USE EITHER MARKETING AUTOMATION AND/OR SYSTEMS FOR OUTBOUND MARKETING 87% 87% of companies are using s to market - why not use marketing automation technologies to make it successful? 4

5 DEMAND GENERATION INTEGRATION IS WIDESPREAD Over the last 10 years the adoption of integrated CRM/Marketing automation systems has grown from 8% of B2B marketers to 87% 5

6 BARRIER TO ADOPTION OF INTEGRATED CRM/MARKETING AUTOMATIONS SYSTEMS No Need While marketing automation coupled with CRM systems is becoming the de facto standard in a majority of B2B organizations, there do remain barriers to adoption. Too Resource Intensive/Staff Time/Other No Approval The prime reasons for not adopting have shifted over time to more of a resource issue than a budget or management issue. Too Expensive No Budget 6

7 THE VAST MAJORITY OF RESPONDENTS WANT INTEGRATED MARKETING & SALES SYSTEMS 82% of B2B companies want marketing systems integrated with sales systems Sales Data Customer Service Service Calls Call Center Mailing Lists Campaigns Self Service Customer Data Internet Direct Mail Sales Force Customer 7

8 ITS TIME TO BREAK TO THE FRONT OF THE MARKETING PACK 8

9 MARKETING & SALES INCREASINGLY USE MULTIPLE CAMPAIGNS TO REACH PROSPECTIVE CUSTOMERS All of the surveyed organizations utilize more than a single campaign type. Over 70% of the organizations surveyed most recently were using 4 or more campaign types 9

10 THE SOPHISTICATION OF LEAD TRANSFER CORRELATES TO SALES RESULTS BEST IN CLASS SYSTEMS TRANSFER LEADS TO SALES IN REAL-TIME Time to transfer leads to marketing to sales Real-time 33% Daily Unsure 26% 26% The likelihood of connecting with a prospect is 10x greater if they are contacted within the first 30 minutes of an inquiry, visit, or response. Weekly Monthly 3% 12% 10

11 THE BENEFITS OF INTEGRATING CRM & MARKETING AUTOMATION SYSTEMS ARE EVIDENT 24% FASTER 3 YEAR REVENUE GROWTH 27% FASTER 3 YEAR P R O F I T GROWTH B2B organizations achieved 24% faster 3-year revenue growth, and 27% faster 3-year profit growth. SiriusDecisions 36% H I G H E R RETENTION R A T E S 38% H I G H E R SALES WIN R A T E S Organizations with tightly aligned sales & marketing functions enjoy 36% higher customer retention rates. They also experienced 38% higher sales win rates. Marketing Profs 11

12 CONCLUSION Companies that fail to adopt and/or integrate marketing automation systems into their marketing technology stack are at a competitive disadvantage Many of these same firms will find themselves unable to compete by

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