Picture, if you will, a busy urban coffee house. Over the hum of a dozen conversations and the buzzing grind of the espresso machine, we overhear a conversation between Denise Abrams, VP of Sales for FinTech Online. and Steve Jones, their VP of Marketing.
Steve is concerned about FinTech’s workflow tech stack, and how his department’s lead generation efforts aren’t trending well, despite high expectations from the C-Suite.
Steve explains how marketing invested in a pricey display ad campaign, offering an ebook they contracted from a heavy-hitter in the hedge funds space. Steve turns his laptop around, showing Denise a spreadsheet of new prospects.
“There were a bunch of forms filled out and ebooks downloaded, but none of the leads or opportunities in CRM were attributed to the campaign. Have your sales reps mentioned anything about talking to customers who mentioned the ebook?” Steve asks, hopefully.
Denise seemed surprised by Steve’s question. “We closed six multi-year contracts this quarter from it, and we’re forecasting four more for next year! That’s why I invited you for coffee today,” she said. Denise goes on to explain how her reps most likely used the campaign code in the CRM, and offered to check once back in the office. “Maybe with the excitement around qualifying for President’s Club, they forgot,” Denise offered.
Coffee is for closers, but revenue attribution matters too.
The ideal scenario for sales and marketing alignment is a campaign that generates lots of marketing qualified leads, which then go on to convert into opportunities and revenue. Yet despite best intentions, sales reps can forget to manually enter campaign codes for revenue attribution to campaigns when tracking opportunities.
Account executives deserve accolades for the deals they close, but their counterparts in marketing should also get credit for their activities which contribute to leads and closed revenue.
Automate fine details to enable creativity and optimize customer facetime.
Are your cloud marketing automation, sales tracking and contract management applications integrated by way of APIs to enable real-time data analytics? If your marketing team is focused on creating insightful content assets which compel prospects to connect with sales, your digital workflows should automate lead attribution.
Innovative cloud-based applications for sales and marketing professionals take the burden off the shoulders of your employees to search for specific campaign codes to cite as a lead source. Be it over coffee in a scenario like the one above, or in a prospective customer’s office, your sales and marketing applications should:
- Eliminate spreadsheets wherever possible
- Trigger workflows to alert sales or marketing executives when a deal is closed, or a contract is created related to a high-profile campaign
- Be mobile friendly, and/or facilitate remote access for employees while in the field
- Support digital signatures, so transactions aren’t delayed by paper shuffling
- Facilitate a cohesive flow of information from initial contact to quote/proposal to invoice and final payment for revenue recognition
Take these criteria into consideration when selecting a SaaS provider to support your business needs for your existing business, and as it evolves and grows. You should also keep them in mind when partnering with a professional services provider, as a capable consultant would need to understand how these processes are related.
Don’t hesitate to sketch out your business workflows on a whiteboard, and incorporate an inventory of the tools your teams are already using, which may cause bottlenecks or inefficiencies in your sales and marketing organizations.
The cost of adopting interoperable applications is likely far less than the price of keeping silos in place and not addressing the issue.
Recognize the full ROI of an integrated sales and marketing technology stack.
FinTech Online hosted their President’s Club event in Hawaii this year. Both Steve and Denise won awards, due in no small part to some large transactions which were won and attributed to the ebook campaign. Plans are in place to implement an integrated suite of management components for contract management, campaign tracking and closed deals.
Are your marketing campaigns generating leads and opportunities, but without the visibility to track the influence your promotional activities have on forecasted or closed revenue? Are there business process disconnects along the journey from a proposal to a signed contract and invoicing?
Take a closer look at the workflow tech stack that was purpose-built to accelerate your sales and marketing teams.
Contact Octiv for a custom demonstration today.