英语翻译
Integrate Sales and Marketing – Create a Convergence for Better Lead Management
Sales and Marketing departments have been at odds with each other almost since the introduction of marketing.They have continually debated such issues as the quality of leads provided by Marketing to the Sales team and the effectiveness of Sales to develop those leads into revenue.
Talk with anyone in a Sales organization and a real disconnect between them and Marketing becomes obvious.Common complaints include “If I had better leads,my close ratio would be significantly higher” or “These leads are not the right target audience.”
The attitude is not much different in the Marketing department.Marketing team members often feel that Sales is not doing its job and only wants “orders” rather than having to work the deal.Issues from Marketing departments include “If the Sales team followed up on all the leads we provide them,then they would exceed their sales quota.”
This is a traditional problem that needs a modern solution to maximize marketing dollars and drive additional revenue for the company.
Business Drivers
Typically,companies spend 10 – 30% of their revenue on marketing activities.In today’s business environment,executives are carefully scrutinizing every penny spent within their organization to increase profits and shareholder’s equity.Marketing budgets are no exceptions.Executives want to ensure money is spent wisely and that they are achieving an appropriate return on investment (ROI).
At the minimum,Marketing departments are now required to quantify the ROI for each campaign.However,once the Marketing department can track ROI,executives demand the Marketing department to increase the ROI to drive increased revenue for the organization.That’s where Customer Relationship Management (CRM) solutions can help.Integrating Sales and Marketing efforts makes it possible to connect leads generated by Marketing to the resulting revenue generated by Sales.
What’s more,consumers have become increasingly leery of anyone trying to sell them anything.It is estimated that the average consumer sees over 1 million messages per year – almost two messages per minute.The firms that develop a strategy that offers true value to consumers in exchange for additional information may successfully increase the trust with customers,thereby increasing opportunities to sell them products and services.CRM can help build that trust by tracking how a customer wants you to communicate with them,whether by phone,email or written correspondence,capturing historical information about each interaction and then making that information available across an organization – whether that is down the hall or around the globe.
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