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New pressures for marketers Today’s marketers are under mounting pressure to demonstrate the direct connection between marketing programs and sales impact. Measuring return on marketing, particular marketing investment is hardly possible. Marketers need to show a positive feedback between outreach activities and bottom-line result such as new customer acquisition or even beter - sales revenue. But for many companies,mesurign marketing effort is still unreachable and therefore deficient lead management practices keep getting in the way. The landscape of business-to-business marketing has profoundly changed. Marketers face the formidable challenge of tracking leads from an ever-expanding array of channels in an increasingly complex purchase-decision process. In the past, marketing teams focused largely on raising brand awareness through creative work, but this is no longer true. Marketing departments now must be able to show—proof-positive—that their efforts directly contribute to new leads, customer acquisitions, sales, and revenue growth. Marketers working in the new landscape of business-to-business marketing face yet another challenge: how to manage an ongoing digital dialog with prospective customers. Today’s buyers use social media extensively, marketers need to be agile enough to keep them engaged and informed—not just in the early stages, but throughout the marketing and sales lifecycle. New solutions: a holistic approach Marketing automation software, which automates the process of moving leads through the sales funnel, can be part of this solution but clearly technology alone cannot make the difference. The solution lies in synchronizing processes and technology to better align marketing and sales and improve lead management. Marketing operations offers a way to coordinate people, processes, and tools. Marketing operations principles offer a holistic approach to optimizing lead management and provide the way from marketing spend to revenue through realized sales—one that examines how people, processes, and tools come together throughout the marketing and sales lifecycle. And evaluated software tools are improving both marketing and sales force automation. By taking steps to coordinate people, processes, and tools to manage leads, marketing leaders can more accurately measure and maximize return on marketing investment. The holistic approach focuses on three key activities: • Synchronize the efforts of cross-functional teams • Optimize lead management workflows • Close critical gaps in software systems Need to synchronize team efforts Marketing and sales teams often are not aligned in their processes and goals. Lack of synchronization between marketing tactics and sales objectives magnifies the difficulty of measuring performance. Marketing staff contend with the pressure of keeping the sales pipeline primed with leads. At the same time, sales personnel rout
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Optimize LeadManagement to AlignSales and Marketing
New pressures for marketers
Today’s marketers are under mounting pressure
Marketers need to demonstrate the direct connection between marketing programs and sales impact.
Measuring return on marketing,
particular marketing investment is hardly
possible
Marketers need to show a positive feedback between outreach activities
and bottom-line result such as new customer acquisition or even better
But for many companies, measuring marketing effort is still unreachable and therefore deficient lead management practices keep getting in the way
The landscape of business-to-business
marketing has profoundly changed
Marketers face the formidable challenge of tracking leads from an ever-expanding array of channels in an increasingly complex purchase-decision process.
Creative work
In the past, marketing teams focused largely on raising brand awareness through creative work, but this is no longer true.
Creative work
Show—Proof-Positive
Marketing departments now must be able to show—proof-positive—that their efforts directly contribute to new leads, customer acquisitions, sales, and revenue growth.
How to manage an ongoing digital dialog with
prospective customers ?
Today’s buyers use social media extensively, marketers need to be agile enough to keep them engaged and informed—not just in the early stages, but throughout the marketing and sales lifecycle.
NEW SOLUTIONS: A HOLISTIC APPROACH
New solutions: a holistic approach
Automation software
Which automates the process of moving leads through the sales funnel, can be part of this solution
But clearly technology alone cannot make the difference.
Synchronizing Processes
The solution lies in synchronizing processes and technology to better align marketing and sales and improve lead management.
MARKETING OPERATIONS OFFERS A WAY TO COORDINATE PEOPLE, PROCESSES, AND TOOLS
Marketing operations
Marketing operations principles offer a holistic approach to optimizing lead
management and provide
The way from marketing spend to revenue through realized sales—one that examines how people, processes, and tools come together throughout the marketing and sales lifecycle
AND EVALUATED SOFTWARE TOOLS ARE IMPROVING BOTH MARKETING AND SALES FORCE AUTOMATION.
Software
By taking steps to coordinate people, processes, and tools to
manage leads, marketing leaders can more accurately measure and
maximize return on marketing investment
The holistic approach focuses on three key activities:
• Synchronize the efforts of cross-functional teams
• Optimize lead management workflows• Close critical gaps in software systems
SYNCHRONIZING TEAM’S EFFORTS
Marketing and sales teams often are not aligned in their processes and
goals
Lack of synchronization between marketing tactics and sales objectives magnifies the difficulty of measuring performance.
Marketing vs Sales?
MarketingMarketing staff contend with the pressure of keeping the sales pipeline primed with leads.
SalesAt the same time, sales personnel routinely taking each opportunity to turn in onto represents.
To win support for ongoing marketing investment, marketing leaders need to be able to show the direct impact of expenditures on tangible business outcomes, such as growth in market share, increased sales, greater customer value, and increased profitability.
Communication gaps between marketing and sales make linking closed deals to marketing-generated leads practically impossible.
Today’s marketers typically need to mine and monitor responses from numerous channels while navigating workflows to distribute leads to sales staff is more important.
Spotlight on leads:
What goes wrong?
Lead management is the main issue.
It encompasses the methodology, organizational roles, processes, and technologies dedicated to providing sales teams with qualified prospective customer information.
This critical function dictates how customer
inquiries are captured, how leads are ranked, and what communications tactics are
applied to leads at each phase in the purchasing
process
Lack of scoring leads or nurturing prospects that are not yet ready
As a result, they lose a significant number of leads each year to neglect.
Predictably, in this scenario, sales personnel cherry-pick the most
promising leads andoverlook the others, resulting in high
lead-churn rates and wasted opportunities
Marketers need standardized processes for lead qualification, routing, and nurturing
Using marketing operations principles, they can classify opportunities, engage prospects with appropriate follow-up communications, and close the loop with sales teams to measure
campaign performance
How do you fix it?
The way to build an opportunity pipeline that generates higher conversion rates, more closed deals, and increased profitability is to fix lead management first.
By focusing squarely on aligning people, processes, and tools, you can
optimize and quickly scale lead-management workflows.
With an enhanced ability to track leads throughout the purchase-decision process, You can close the loop with sales to evaluate and take steps to maximize return on marketing investment
The result: your marketers will help sales teams get better leads and close more
deals
To implement a strategy for lead management based on marketing operations principles, start by taking these four essential steps ->
4 Keys
• Determine gaps.• Assure data quality.• Optimize processes.• Optimize processes.• Utilize advances in reporting and business intelligence.
Determine GAPs.Perform a high-level capabilities assessment that evaluates the staffing resources, process flows, and technology assets that support lead management.
Assure data quality
.Consolidate and cleanse lead-tracking data sources to enable streamlined, consistent performance measurement.
Optimize processes
.Define simple, repeatable processes and automated workflows to govern lead capture, qualification, handoff, and performance tracking tasks. Provide ongoing staff training on these processes and adopt a strategy of continuous improvement.
Utilize advances in reporting and business intelligence
.Deploy tools like marketing dashboards and web-based analytics programs to provide real-time visibility into the health and performance of the lead management process.
With these four key steps, you can establish consistent, repeatable processes that lead to
centralized lead management functions.
By applying marketing operations principles, you make it possible to create integrated systems that streamline lead management tasks
CREATE INTEGRATION SYSTEM Manage Your leads effectively
Taking a holistic approach to lead management helps to align your people, processes, and tools in a more effective way
By fixing lead management first, you lay the foundation for optimizing your marketing process from end to end, bridging the gap
between marketing and sales.
MANGE YOU LEADSATTRACT CUSTOEMRS
OPTIMAZE YOUR MARKETING EFFORT
Get YOUR MARKETING
TOOL NOW
CREATE PRODUCT LISTING
SET UP MARKETING CAMPAIGN
GET YOUR BUSINESS PROFIEL PAGE READY
CREATE JOB POSTING
What do you want to do?Click to get started
Glabex provides technologies dedicated to providing sales teams with efficient sales tools, marketing and promotional tools, as well as qualified prospective customer information.
