Marketing Automation In Phoenix: How To Improve Lead Generation And Roi
An important goal of marketing automation in Phoenix is to bridge any gap between marketing and sales functions
. Because revenue is generated from both groups, reliable communication and a seamless relationship must be formed and managed. When sales and marketing initiatives are aligned and functioning as a cohesive unit, companies can improve lead generation and return on investment for its programs.Marketing automation in Phoenix can help achieve sales and marketing synergies by integrating and automating processes, using lead capturing tools, developing lead nurturing strategies and creating lead scoring criteria. When a company excels at this functions, they see meaningful results from their sales and marketing efforts.
How Marketing Automation in Phoenix Yields the Greatest Returns
A company needs three things to achieve the highest return on investment for marketing automation in Phoenix: a proven technology platform, fine-tuned internal processes and skillful staff to managethe processes and projects. Technology solutions dont work in a vacuum. People and processes must be added to the equation.
When a company has the right mix of technology, people and processes, the results from marketing automation in Phoenix can be impressive. According to a Sirius Research study, this pairing can result in four to five times more closed deals compared to using just the technology platform alone.
Often an effective system for marketing automation in Phoenix boils down to quality versus quantity of leads. Sophisticated marketing and sales teams have come to appreciate the value of generating the right leads. They no longer want to generate massive amounts of leads and waste time qualifying them. Instead, they want to know the leads they work are qualified from the get-go.
The Effects of Lead Generation in Different Scenarios
The success of any lead generation program, and the degree to which sales and marketing departments work well together, can be directly related to the technology, people and processes mentioned above. But, what happens if one or more of these requirements is out of whack?
Lets take, for example, a company that has no marketing automation in Phoenix or internal lead generation processes. In this scenario, sales and marketing rarely work together for a common goal. Marketing tries to generate as many leads as possible and then routes them to sales for closing.
A large number of questionable leads will not result in closed deals if sales and marketing dont working together to define target markets and lead management through the pipeline. For example, using only e-mail as lead generation tool and contacting tons of prospects typically results in very low response rates. This low performance can take its toll on the sales and marketing relationships.
A lack of trust develops for the leads generated by the marketing department. And, the marketing department may think the sales organization is not properly managing the generated leads.
In the second scenario, a company purchases marketing automation in Phoenix, but doesnt develop the internal sales and marketing processes to take full advantage of the solution. Marketing automation provides significant benefits like refining target markets and distributing specific content to contacts based on established criteria.
Using marketing automation alone yields a fairly low response rate. Data may be improved, but too many unqualified leads still exist in the funnel. Actually, the response rates are similar to the scenario described above (no marketing automation and no internal processes), yet the company has increased its costs.
The final example involves what we talked about initially: deploying marketing automation in Phoenix with internal processes and highly qualified sales and marketing teams. The two teams work together to define important lead criteria and prospect management processes. When processes are defined, marketing automation can be used in a more meaningful manner.
Functionality like lead scoring, routing and nurturing becomes an integrated part of the overall effort. As a result, lead quality improves and closing ratios increase.
Its important to not technology alone with not solve issues between marketing and sales. Without properly defined and managed processes between the two organizations, success will be limited. With solid, proven processes in place, technology can be used to streamline and enhance sales and marketing efforts.
by: Sheila Kloefkorn