In our current mobile first constantly connected digital age where our interactions can be as basic as snapping a photo on our phone and sending it to our “story”, the act of sending an email to someone to convey a message seems somewhat antiquated. Right?
Analytics matters. Closing the loop matters. The buzzword for 2017 ‘AI’ matters (although perhaps most are not quite there yet).
So how do you achieve such a holistic approach to something as vague as ‘engagement’? Well, like anything sales is a process and the closer we can tie that process to insight about our customer the more successful we are at it. I call this sales engagement, and it’s trackable.
Today marks our release of our State of Sales Engagement blog series. Over the next weeks tune in to our feed for helpful tips and insights on what today’s most successful organisations are doing in the space of sales engagement.
Across industry verticals, CRM adoption is a recognised challenge. Often sales and marketing management will devise strategies to motivate improvement in CRM use, some instances via performance incentives and in other by authority.
Either way some basic CRM adoption challenges hold true as follows:
In an ideal world, sales and marketing would have open lines of communication but traditional divisions between marketing and sales teams often lead to uncoordinated strategy and execution efforts. Since marketing teams are usually not on sales calls and are essentially removed from the face-to-face sales process, they often are creating marketing materials in a vacuum.
In a world of mass communication technologies, one truth about communication hasn’t changed: People prefer to get information face-to-face.
With this in mind, how does one deliver an effective face-to-face engagement encompassing the balance between identifying the customer problems whilst articulating one’s own service or product value.
Gone are the days of when sales & marketing can continue to work in isolated silos, each with its own independent revenue goals and key performance metrics. In order to maximize revenue growth and ensure business goals are consistently met, today’s sales & marketing teams must be aligned and integrated, working in tandem to be better prepared at every step of the sales process.