It’s a simple truth: marketing and sales teams that successfully work together, win together.
And yet, in too many organizations, marketing and sales teams are still operating in silos, with disparate priorities, separate tools, and very little communication. Marketing is focused on generating as many leads as possible and wonders why hard-earned deals are going nowhere, while sales complains that leads are low quality and can’t be worked.
The most important thing to keep in mind is that both teams ultimately have the same goals: to close more business, in less time, and to scale efforts to reach as many new prospects as possible. The disconnect lies in misalignment of tools, data, and communication — and this can be fixed.
We recently held a webinar about the major benefits of integrating the platforms on which each team relies: your CRM system and marketing automation. Let’s take a look at a few of the benefits discussed, and how they impact both marketing and sales. And don’t forget to check out the full recording for more information!
Benefit 1: Standardized Lead Qualification (Recording: 4:55)
Marketing automation’s lead scoring and grading capabilities automatically qualify leads based on both demographic and behavioral data. This information is synced between platforms, allowing sales reps to see a prospect’s score and grade from within the CRM.
For marketing: Take the manual labor out of lead qualification. Talk to your sales team (don’t forget that aligning communication is as important as aligning tools!) to determine what your top identifiers are for a qualified lead. Set up your customizable scoring and grading model based on these criteria, and let automation do the rest!
For sales: Identify your most qualified prospects at a glance, prioritize your time accordingly, and rest assured that a lead is worth your time before you ever pick up the phone.
Benefit 2: Automatic Lead Assignment (Recording: 10:02)
Leads can automatically be assigned to the correct sales rep once they reach a predetermined threshold.
For marketing: Cut one more tedious task out of your day (manual lead assignment) and avoid disagreements with sales reps over unfair lead distribution.
For sales: Rest assured that the lead assignment process will be standardized and fair, and will be passed over a threshold that you determine as indicating sufficient sales-readiness.
Benefit 3: Relationship-Building with Colder Leads (Recording: 11:51)
Build automatic drip nurturing campaigns that will distribute valuable content to colder leads over time, via what appear to be 1:1 emails from the assigned sales rep.
For marketing: Increase the value of your database by nurturing leads that may not be ready to buy yet (and may have otherwise slipped through the cracks). Furthermore, ensure that you’re delivering quality and approved messaging (let’s be honest, writing content isn’t necessarily your sales team’s strong suit).
For sales: Let marketing kick off the relationship-building process for you, freeing up your time to focus on the hottest prospects and ensuring that colder leads are sales-ready and prepared to talk business before you get on the phone with them.
Check out the full recording on this webinar to learn more about what the integration between marketing automation and your CRM will look like, and the benefits for both sales and marketing. Salesforce user? Learn more about the particulars of the Pardot-Salesforce integration in our free eBook, Salesforce for B2B Marketers: The Complete Guide.