The digital transformation of marketing and sales departments has a peculiarity that comes to light in the implementation and learning phase: new ideas always emerge that become improvements. These are immediately applied to the company and this is when all the benefits explained in the article Advantages of Company Digitalization: Also Marketing and Sales are unleashed .
The trigger is always the same: "if we can do this, then we might as well do this, and this, and..."
But before all this, there is a process to follow, which we explain below.
Step 1 for digitalizing marketing and sales departments: defining objectives.
In this case, when we talk about objectives we are not referring to marketing objectives, but to the department's objectives from a procedural point of view.
Here are some examples of procedural objectives for the digital transformation of the marketing department:
Reduce the time spent reporting on the performance of different campaigns.
Automatically calculate the ROI of the set of actions, and of each of them separately, with guarantees that the calculation is being done correctly taking into account factors such as single or recurring bulgaria business email list purchases, customer retention, etc.
Obtain real-time information on all marketing actions being carried out to reduce reaction times to any incident.
Provide easy-to-use tools that allow the team to create advertising pieces with the least investment of time and guarantees that the company's corporate identity standards are being respected to ensure consistency in the design.
And if we talk about the sales team , good examples would be these:
Knowing the interests of potential customers before contacting them in order to improve the success rate.
Have an automatic qualification system that scores potential clients and allows the sales team to prioritize their efforts.
Having all of a contact's information accessible and gathered without having to resort to different sources or platforms. Everything in one place and all within reach of a click.
Automate information processes so that no business opportunity is lost due to time differences, sick leave, vacation periods, etc. Potential customers should always get what they are looking for when they are looking for it. Otherwise, they will find it elsewhere.
Use a single platform that integrates all the tools you need and that are interconnected: email, meetings, budgets, observations, registration of commercial actions, sales...
These are just a few examples. Each company must define its own.
A good starting point is to make a list of those tasks that take the most time to complete and require the most human resources, because one of the main objectives of digitalisation is precisely to optimise time.
Step 2 for the digital transformation of marketing and sales departments: specifying processes.
As a result of the analysis carried out in Step 1, it is now time to define the processes. And, as always, there is nothing better than an example in which we see how we transfer a non-digitalized process to one that is:
NOT DIGITIZED: When a contact sends a form from the web, two processes are set in motion:
Marketing: Analyzes the source of traffic and tries to find out, using filters in analytics tools, which specific ad or keyword triggered that contact. When you find out, you put the data into a spreadsheet.
Sales: Once the form has been received, someone in the company begins the process of contacting the potential client and finding out what they want, where they live, and several other things that will determine which member of the sales team will be given the responsibility of managing this contact. Once all this is clear, the information will be sent to the Sales Department so that they are informed and, in turn, forward the data to whoever will be responsible for the follow-up.
After this action, two things can happen:
It is a failed contact, of no interest to the company.
It's an interesting contact.
In the first case, you need to notify your marketing team to "de-count" the contact and their traffic sources from their ROI spreadsheets.
In the second case, the sales manager will spend his time finding out the contact's level of maturity and preparing the information that he wants to receive from the company.
He will probably write a very polite email in which he will attach files with the requested information and the rest of the formulas that are part of traditional sales alchemy.
DIGITIZED: The form on the website is created with the aim of obtaining the necessary contact information to trigger automated processes.
For example, in the form there is a field with a drop-down list of the company's products or services so that the contact can select those of interest and another with the geographic location.
Marketing: Access your personalized dashboard and get all the information you need without having to do anything (except filter by dates) because the reports in that dashboard were configured at the time to be automatically generated by cross-referencing the necessary data.
Sales: No one intervenes in the management of the assignment of the contact to the corresponding member of the sales team. Or in their rejection due to lack of interest. The entire process is automated, from the immediate sending of the information that interests the contact, to the creation of tasks for the assigned salesperson and the prioritization of these according to the qualification of the contact.
