I’m sure you’ll agree that increasing sales productivity translates into increasing revenue.
No doubt, you’ll also agree that sales reps should not be calling bad numbers (the result of poor data), bad leads (the result of poor qualifying by marketing) or leads that might be valuable sometime in the future, but for now are still quite cold.
Certainly, sales reps should NOT be spending their time on demand generation activities.
Interestingly, although everyone pretty much agrees on the above statements, a recent survey shows that almost 70% of the companies surveyed still struggle with lead generation, with sales executives reporting that the leads they get are just not good enough, and with sales reps taking on more and more demand generation responsibilities and performing them independently.
As I was reading through the survey findings, I was amazed that these issues can still persist, even in the era of marketing automation. After all, marketing automation is one of the best tools for keeping a clean marketing database. As I said before, several of the tools needed to manage your marketing database are built into marketing automation: removing duplicates; moving from titles to job functions when segmenting; dynamic progressive forms as a tool to append more information to the organic list; CRM integration; tracking opt-outs; and email deliverability status.
Marketing automation is also the perfect tool for dealing with another major concern mentioned in the survey – prioritizing leads, and sending only the sales-ready ones to sales. This is no doubt a difficult task to perform manually, but with marketing automation, tools such as lead scoring enable you to qualify prospects based on their engagement with your company, demographic profile, and timing, giving you the ability to independently score each dimension to provide a clearer picture of how a prospect fits your profile of a sales-ready lead. Once armed with this knowledge, you can make sure that only the truly sales-ready leads are handed to sales.
This tells me that many companies either haven’t yet adopted marketing automation, or they have adopted it but are yet to fully utilize its many benefits. I suspect that the latter group might have purchased expensive software that’s difficult to implement and operate and requires dedicated staff to maintain. These systems often end up shelved rather than used. Perhaps a look at the ease of use and simplicity of eTrigue is in order.Google+