Having trouble selling the C-suite on the need for marketing automation?
Particularly when you’re an SMB and strapped for budget and headcount, marketing automation can seem like a pretty significant investment — and it is. But as we’ve said before (and will say again), marketing automation can go a long ways towards helping small businesses do more with what they already have — and turning you, the marketer, into an army of one.
So how do you communicate this to upper management? We believe a well-laid strategy is the best place to start any marketing initiative, and we’ve put together the resources to get you started. Follow these steps to form your strategy, and download our free powerpoint template below to build your own presentation on how you plan to achieve marketing automation success.
Outline Your Goals
It’s one thing to tell your boss that marketing automation will deliver real results for your company; it’s another to outline how. Start by asking yourself the questions below, to get a true understanding how marketing automation will impact your company in particular. Then share your long- and short-term goals with your boss to show you’ve thought ahead.
- Who is your ideal buyer? What indicates a good fit for your product?
- What actions taken on your site might indicate that a prospect is ready to speak to a sales rep?
- What ratio of sales engagements currently result in a closed deal? What steps can you take towards improving this ratio?
- Are you using your website for lead generation? If so, how can you expand this?
- How can you incorporate cross-channel marketing into your efforts?
- What are your current KPIs, and how can you show each department’s value?
Set Some Dates
Getting marketing automation up and running can seem like a sizable task, but keep in mind that you don’t have to have everything running right off the bat — and that you’ll have plenty of help along the way. An implementation specialist can help you set up basic features so you can start seeing results as soon as possible, and you can work your way towards more advanced features as you have more bandwidth. Talk through a plan with your vendor and lay down some goals for dates when you’d like to have things set up by.
Share the Numbers
The best part of selling the C-suite on marketing automation? The numbers speak for themselves. So share a few, as well as a few case studies of other companies like yours that have seen success with marketing automation. All of the information you need is out there, but there’s nothing like a well-organized presentation to drive your point home. Good luck!
Companies with mature lead generation and management practices have a 9.3% higher sales quota achievement rate. (CSO Insights)
Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Gartner Research)
Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. (Forrester Research)