Doing Sales and Marketing Automations’ dirty laundry.
Both Sales Automation (SA) and Marketing Automation (MA) are best viewed as a funneling system through the progression of sales and marketing benchmarks. Some definitions:
Sales Automation: Part of customer relationship management (CRM); supports sales, marketing, and customer support. Typically offered as Software as a Service (SaaS).
Marketing Automation: Email + marketing software, capable of capturing web visitors, social engagement, and other relevant analytics.
In the grand scheme of things, marketing and sales departments work simultaneously, generating, maintaining and building client relationships. Ask yourself “How should SA and MA be implemented?”
Messy Marketing Automation
Industry expert David Raab explains, “A full 70% of marketers are either dissatisfied or only marginally happy with their present marketing automation package. Worse, and to the undoubted displeasure of the accounting department, only 7% are seeing tangible ROI from them use of the system.” In order to achieve optimal success rates, it’s important to remember that implantation is a marathon, not a sprint. There’s no room for underestimation of the task.
According to clevertouch, marketers underestimate the complexity of MA – and it’s full potential. “MA is much more than just a marketing technology. If we think that, we have fallen at the first hurdle, as this mindset underestimates the potential to drive change and new thinking through MA… [it] needs to be a project management approach – with milestones, objectives and continuous improvement tweaks along the way.”
MA introduces a new way of thinking, with, what seems like endless possibilities. However, according to TechCrunch Network, another pressure point is introduced. “A key contributor to the current state of marketing automation is the fact that its roots stem from email blasting.” Over time, the system gets layered with web activity friction. The result: A bloated system trying to do too much. Over-promising and under-delivering, is resulting in a backlog. That’s. Never. A. Good. Thing.
What’s more is that MadTech never ceases in demanding professional education, and the lack of industry-wide standardization is resulting in an extremely fragmented MA ecosystem. Good news, though: MA reaches it’s full potential when you achieve a thorough understanding of it’s sometimes cumbersome and technical features. Big upfront asks for implementation, to be sure, but take heart. After the storm, your sky will be full of rainbows. Double rainbows, even.
Sales Automation, You’ve Got Issues.
Sales teams tend to make their livings from sales, yes? Implantation time and training can cause
starvation friction. According to Harvard Business Review, “Reps will have to take some time away from selling to learn the new tools. Managers will become more aware of what is happening in the field, and the issue of customer ownership will be raised.”
The sales process is method-driven. It’s all about building and maintaining customer relationships. Taking time to change the way salespeople work is not an easy sell [aren’t we clever], especially when software isn’t supported with correct/efficient tech. CRM Blog Guy States, “Newer SaaS CRM systems can be slow if not equipped with sufficient internet bandwidth.” As the sales process takes place ‘in the field’ hindering salespeople with weak tech is decidedly uncool. CRM Blog Guy continues, “Training is a frequently under-planned and under-invested effort in software implementations.”
Summing it Up
MA’s full potential is often underestimated and unrealised, and SA’s training and implementation process creates static. There’s a lot to work out, but the devil you know…
Now that we’ve got the dirty laundry on the rinse cycle, our next 5 Minute MadTech will iron out how SA/MA can live in perfect harmony – without too much starch in the collar.
Author: Ayla Quinn