▷ Generate good leads… convert them even better!

SEO, Google Ads, Social Ads, Landing Page… Lead generation is often the number one goal of marketing. But once these leads are generated, how are they tracked? Did the salespeople end up winning them over? Sometimes it is difficult to reconcile marketing and sales. Thoughts in this article…

Marketing and Sales Alignment

While the end goal, which is to grow the business, is the same, the goals of the marketing and sales teams differ. On the marketing side, lead generation is the priority, and often on this scale: the number of MQLs (marketing qualified lead) that will be judged on marketing outcomes.

On the business side, the goal will be, from opportunities (potential customers, prospects, etc.) or existing customers, to generate as much sales as possible. All this after the relationship (sometimes over several weeks or even months) until closure.

Finally, on the management side, the goal is to be able to monitor the overall results of operations, from creating the first leads to signing clients and measuring the ROI of the entire system. Unfortunately, the mismatch between marketing and sales sometimes makes it difficult.

In particular, tension often arises around a CRM that salespeople are reluctant to update. Their main criticism of this type of tool is that it is designed for marketing and management and not for them – the sales people – who should nevertheless be daily users.

So how do you juggle marketing and sales for efficiency?

First of all, you need to understand that in general, the hardest part of teamwork is cooperation. between the difference. However, for the lead generation marketing process to be effective, a true synergy between salespeople and marketers is needed. Ensure that we are generating high quality leads for sales reps and make sure the assignment gets passed correctly. The meeting stage between the two teams is the most important. We often talk about it, but it is necessary to align the difference on common goal Operation success.

So technological tools are also very important to allow good collaboration, you need a system that adapts to different profiles. In general, the complexity of the tools discourages sales teams and reduces their ability to provide information on their expectations. They found the process to be time-consuming and unnecessary. Who wants to complete dozens of fields to check the follow-up of their work?

On the marketing side, the need for a CRM is greater because there is a need to manage a large amount of data. You can also use the tools to create landing pages, enrich data, automate emails, and so on.
On the business side, exchanges with potential clients are primarily manual because they require highly customized answers and you need a tool that can easily work with this limitation.
You have to understand that on the one hand we have a marketing team that needs a tool that manages a lot of data and on the other hand a sales team needs to follow a set of individual processes. However, in practice, it is often marketing that dictates the choice of a tool and salespeople are called upon to use and package it when it does not match their needs.

consequences : Many leads are lost somewhere between marketing and sales, reducing the value of the effort expended to zero.

It is therefore necessary to choose a system that makes it possible – easily and under good conditions – to transfer the leads generated from marketing to salespeople and then help them move forward in the sales process, to convert them into customers. .
So the app should allow salespeople

  1. Separate cold prospects from qualified leads
  2. Lead management.
  3. Follow the reminders effectively and decide what to do next.
  4. You have a vision about your current business pipeline.
  5. Business performance measurement.

You need a system that makes their lives easier and therefore makes them want to use it.

Prepare yourself to be effective: CRM Marketing vs. CRM Sales

If the number of leads and leads to follow is limited, a well-created shared Excel file is a solution to start with. However, a CRM-type SaaS tool needs to be put in place quickly to make it easier to monitor activity.

Behind the term CRM hides, in the end, 3 distinct uses:

  1. CRM Marketing: It is used to move the customer base or prospects to propose offers adapted to each of them, ultimately to generate new sales.
  2. Customer Support: This means being able to respond in the best possible way to customer problems and easy access to information about them and their history.
  3. Sales support or commercial CRM, here it is all about converting leads into customers.

If the first two cases clearly require structured information about the customer and thus the implementation of CRM once the number of customers becomes large, then the last case, the case of business CRM is different. It is different because for commercial prospecting management we do not have to deal with clients but with potential clients.

Source: nocrm.io

For a traditional CRM, which is often oriented towards marketing or customer support, it is all about the customer, while the business is oriented around prospects. This means that in general, a salesperson, to start working on a potential client, has to fill in many fields using a traditional CRM.

When choosing a tool, it is necessary to incorporate the sales team into the selection and to prefer Sales Help geared to CRM if you want the tool to be fully adopted. We will also ensure that creating a business opportunity is as simple as possible. If you look at the large CRMs in the market from this angle, they are often gas businesses, which certainly makes sense for companies with over a hundred employees and have a real ability to adapt the tool, but it’s not very effective for SME/VSE

One VSE/SMB solution is to have two specialized (and often inexpensive) SaaS tools talking to each other. The goal: to have a tool that adapts to the data level so that marketing can create and monitor acquisition actions and a tool for salespeople, focused on the use and ease of monitoring the sales process so they don’t lose their time. Knowing that operationally they are the ones who will be working on these tools on a daily basis.
Have a look at nocrm.io which provides a fairly good guide for business needs assessment and sales prospecting software.

to conclude

To conclude this article, here are two important things to remember for more efficiency:

1: Be sure to communicate regularly with salespeople, marketers, and management. This is for the constant discussion of everyone’s real needs and thus gradually adapting the processes so that everyone can work efficiently and above all in a consistent manner.

2: Streamline the various processes as much as possible to increase efficiency and pay very close attention to the transition phase between teams.

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