CRM changed the way ‘sales’ functions
Everything changed for good when the concept of CRM made its way into the business world. Suddenly, the computer became more users friendly and helpful. The name of the prospective clients popped up via alerts just at the right time part from comprising of all the necessary notes. It was high on efficiency level. Now, the sales reps were able to keep a track of all conversations. Eventually, sales did manage to get a boost and the results were visible across different sales oriented organization.
CRM did not change the way marketing functions
When a CRM came into existence, Marketing was continuing to be in dark ages. Companies were getting happy with the way catalog was developed, which was used for sending it to the lists of firms Although, CRM in the initial stages of its existence was found to be very useful for the sales team but the marketing teams were still functioning the old way.
CRM did increase the efficiency levels of a company but some of the common way of handling the calls was still following the old style. One of the foremost ways to judge the requirement and interest of a lead by just manually reviewing the details of a lead
How digital space came to the rescue?
Increasing the efficiency level of sales is good but those leads are needed that come with the right type of qualification. Marketing has potential to do much beyond sending out the catalogs and also going to the trade shows. The Internet has successfully been able to build the bridges for both the sales and marketing teams as mostly buyers search for their products online while the marketers can also meet and interact with them there.
But this is where marketing automation can come handy as it offers you the infrastructure to help a company in reaching its destination.
Both CRM and marketing automation are complementary in nature
CRM tools help transform sales in an organization, whereas marketing automation has been found to be helpful in completing the picture with the generation of leads and management of lead engagement levels.
So, it won’t be incorrect to say that a CRM tool can helps in organizing the information but also keeping track of the sales process. But, it won’t help engage with the potential clients. It may have the potential to capture the sales process but they are not responsible for executing it. Only a marketing automation can embeds strategy and also push the execution.
Many would say that the marketing automation tool is considered as the marketing counterpart of a CRM. They comprise of complimentary capabilities and boost each other. When both of them function together, they are able to offer support to the complete sales and marketing related processes such as developing interest among the buyers, closing deals while maintaining the buyer at the center of any process.
What do qualified leads mean?
Studies prove that right away no leads are ready for sales right away. Although, 61% of the marketers have been found to be sending leads directly to the sales, but 27% of these leads are qualified or are interested to go for the sales process. Management of lead to qualifying of sales ready leads are few of the most essential capability of the marketing automation tool.
Marketing automation is able to perform below mentioned functions –
- Offering support to early lead generation process.
- Helps in delivering and also boosting personalized, nurturing outreach to the clients.
- Incorporating and also using the CRM tool for executing different marketing tasks.
- Giving the sales aces to the personalized details collected via the potential clients and visitor tracking, this eventually helps the sales rep to get in touch with the clients.
- Keeping a close track of the campaign results and also the lead conversions via the funnel so that analysis can be carried out what is converting into sales and what is not.
- Offering the sales and marketing a formal structure for alignment.
Marketing automation tool is considered as the backbone of a company as it helps in creating ad also offering sales ready leads, completing the picture which a CRM draws.