Building off my last post, we are now on the second way marketing automation provides job security for marketers from 5 Ways Marketing Automation Provides Job Security for Marketers. Below is the excerpt from the white paper:
“2. Automate the distribution of leads to sales and identify how many resulted in a closed sale:
One of the biggest challenges for B2B marketers is articulating marketing’s impact on closed deals. Marketing automation gives the CMO visibility into the entire prospect pipeline from unqualified leads to each closed sale. This allows both marketing and sales to run win-loss analysis by marketing mix, or campaign, for a coveted return-on-investment analysis. Most marketing automation solutions tightly integrate with CRM solutions such as Salesforce.com to close the loop between marketing and sales. This dispels the myth that field sales organizations are the sole source of new prospects, not marketing. Both organizations can have a clear view of each lead, where it was generated and the close potential.
Marketing automation solutions also deliver a tangible impact on sales efficiency. Sales can focus their finite time on real qualified opportunities (based on the internal sales definition of a qualified lead). Marketing automation helps shift the burden of prospect nurturing and cultivation to marketing, which is where it should be. Marketers and sales functions can collaborate in lockstep to optimize the entire lead lifecycle process with joint accountability and real tangible metrics to measure success.
Job Security Scorecard:
- Win-Loss analysis from one centralized tool
- Identify which marketing messages had the best influence on close rates
- Marketing becomes an advocate instead of an adversary to sales — delivering true “sales-ready” opportunities to the hands of sales reps
- Demonstrate exactly how many prospects engaged in a call-to action and how many of these converted on a periodic basis”
Download a free copy of 5 Ways Marketing Automation Provides Job Security for Marketers
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Tags: Marketing Automation
