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May 2, 2016 •Mike Rose
Technology is threatening the sales and marketing departments, and how these departments and the people within them interact. How is your company turning technology into a strength to win at business development?
Remember SWOT (strengths, weaknesses, opportunities and threats)? Strengths and weaknesses are within our control. Opportunities and threats are like Easter eggs; they are out there for everyone. Let’s take control and set up our business development process for success.
This three-step process will turn a technology threat into a business development strength.
Step 1 – Invest in Marketing Automation
What is Marketing Automation? Marketing Automation is software that provides the ability to automate many basic marketing tasks, such as emails and social media. This not only makes these tasks easier, but also more effective as there is a repetitive, scalable system that works 24/7.
Marketing Automation is certainly becoming more popular and there are many excellent products available in the marketplace today. The leading marketing automation software integrates the ability to truly customize the automated marketing messages around the needs and wants of the prospect.
Here at Mojo Media Labs, our preferred marketing automation software is HubSpot. HubSpot not only offers a complete suite of marketing tools; but they've brilliantly added an integrated CRM into the tool as well, which makes Step 2 even easier to achieve if your company currently doesn't have a CRM in place.
Step 2 – Integrate Your CRM with your Automated Marketing Software
Nine out of 10 businesses I speak with know they have a CRM issue. Whether because of its adoption rate, poor quality records or some other issue, they know they could improve in this area. I actually just spoke at a national sales meeting for a company that was struggling with CRM adoption. After educating them on this process, they all — including their marketing manager — were fired up to adopt the new CRM.
“I wanted to reach out and let you know how pleased we all were with your presentation at our Sales Meeting. All I have heard from our Reps since the meeting is “ROE this” and “ROE that”. Way One, Way Two, and Way Three! You made a huge impression on the team and were the highlight of our meeting. Great JOB!” – Jim, National Sales Manager
They understood the what, they just needed to see the why. The what rarely inspires; that’s why we have why.
So what does integrating your CRM with your Automated Marketing Software look like? With HubSpot, the CRM automatically sinks with marketing tools and works in the background to “effortlessly capture score and hand off leads to your sales team.” It gives your salespeople an instant, updated glance at content, channels, marketing performance and leads, meaning they can easily plan for the next step in hopes of closing the deal.
Step 3 – Create Real Time Report Dashboards
Customer relationship management and automated marketing software are tools. I would call them data sources, the details of your business development program. [Dashboards help us rise above the view at the ground level and see from a window of a much nicer view over your business development landscape.] social post link
If step one and two are done properly, setting up reports and dashboards will take less effort. Furthermore, dashboards should be customized for the leadership team, sales and marketing managers and sales and marketing individual team members.
To measure is to know. If you don’t measure it, you cannot improve it. – Lord Kelvin
The new business development is a team effort that involves many departments within the organization. When motivated individuals are provided with the right process and tools, the business wins.
