Now that we’ve washed SA/MA’s laundry, let’s start putting it away.
The goal: Achieving harmony and interoperability between SA and MA to drive (and optimize) customer acquisition. In our 5 Minute MadTech series on Account Based Marketing, we explained the importance of lead generation quality over quantity, i.e., that it’s better to fish with a spear than a net. SA and MA leverage this idea by removing labor-intensive tedium from the process. It’s a complex ecosystem, though. Which is more important for your goals? How do you achieve the right balance?
The critical factors: Complexity and Transactional Volume.
Sales Automaton vs. Marketing Automation explains which tech should take the lead based on these two factors. Here’s our breakdown of that explanation:
- Low Complexity, Low Transactional Volume
If your business has a short sales cycle with a low sales volume, SA may not be the most important tool to consider. Simply put, “The effort of tracking every opportunity is more work that it may be worth.” Higher importance: MA
- Low Complexity, High Transactional Volume
“Marketing Automation is critical for the non-complex sale, where the speed and volume of transactions are the core of the business.” MA assists in identifying and nurturing prospects until the final sale can be executed, with lower costs per customer acquisition. Higher importance: MA
- High Complexity, Low Volume of Transactions
It’s extremely important to implement SA. “There are multiple stages and meetings to a new client acquisition, and you want to be managing the information around each.” Higher importance: SA
- High Complexity, High Volume of Transactions
“In this environment you need [MA] to attract and nurture a high volume of prospects through the initial buying process.” This allows the sales team to manage the pipeline with SA to depict who’s extremely close to the purchase decision point. SA & MA get equal weighting
According to The Huffington Post the digital marketplace “…has set a fast pace to lead conversion, and businesses have no time to lose on customers that may not convert at all. Sifting through leads consumes time and energy that can be utilized more effectively.” How are MA and SA evolving their tech to achieve even more value from automation?
In our next 5 Minute MadTech, we’ll dig into recent MA/SA tech innovations in measurement and analytics, and uncover how artificial intelligence may be the next big thing in the category. Are the robots getting their own, smarter robot overlords?
Author: Ayla Quinn