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Executive Perspective: Why Sales Needs Automation More Than Ever

Sangram Vajre, Director of Marketing at Pardot, explains why sales needs marketing automation now more than ever.

79% of marketing leads never convert into sales. (MarketingSherpa) tweetbutton

By 2020, 85% of interactions between businesses and customers will be done without human intervention. (Gartner) tweetbutton

By 2017, the CMO will spend more on IT than the CIO. (Gartner) tweetbutton

In 2007, it took an average of 3.68 cold call attempts to reach a prospect. Now, it takes 8. (TeleNet and Ovation Sales Group) tweetbutton

Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Gartner) tweetbutton

What do all of the above stats have in common? While some deal with marketing and some with consumer preferences, they each show how much the B2B industry has evolved over recent years — and how much it will continue to evolve in the future.

But the question remains, with buyers conducting a majority of their research on their own, and marketing doing all of their usual “presales” activities by providing information and nurturing prospects, how can the sales process evolve to keep up? Chances are, if sales reps continue with the “spray and pray” approach of the past, and spend all of their valuable time cold calling (which, as the stats above indicate, is becoming less and less effective), the good leads are going to find a competitor who responds faster and actually listens for their buying signals.

This is where marketing automation comes into play. While commonly assumed to be a tool for marketers, we’re entering an age where sales reps are the ones who need marketing automation more than ever. Think about it: as a sales rep, wouldn’t it be great to:

  • Have a set of hot leads to review in the morning with your cup of coffee, instead of wondering where to start the day?

  • Call prospects based on their activity, when they are thinking of your company or product, instead of waiting for the phone to ring?

  • Get a qualified lead in your queue based on the “best fit” criteria that you set, rather than wondering if this is the right lead to pursue?

It’s time for sales to start focusing on what they do best, which means letting marketing handle the “presales” function of warming up the leads so that sales can act as a closer and make quota, fast.

Are you ready to see what marketing automation can bring to the table? If so, check out our Sales Playbook, which includes more information on how sales can use marketing automation, by clicking on the banner below!

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