With increasing sales quotas, and programmatic marketing campaigns, it’s far too often that the speed of business kills communication.
Most enterprise organizations suffer from some degree of it, don’t know how to deal with it, or even worse, ignore its presence... the ominous sales and marketing misalignment.
As an example of how common this is, let’s take the typical B2B sales example of a sales manager looking to purchase software for her team.
The B2B Shopping Scenario
In an effort to improve her team’s performance, a sales manager finds her way to your website, engages with an interesting piece of educational content and completes a web form to learn more. Shortly after, the sales manager receives the relevant information and reaches out to speak with an inside sales rep to learn more about how your company’s solution might be able to help her team.
This is where things begin to break down.
The inside salesperson has a lot of calls to get to today and hasn’t researched the prospect’s organization, let alone reviewed the form she completed on the website.
This forces the prospect to repeat a lot of the information she’s already communicated via the form. Additionally, the salesperson’s messaging contradicts a lot of the website’s message, which confuses her. Nevertheless, she decides to meet with an account executive anyway to learn more about pricing.
After several meetings, she’s finally able to receive a quote for her team to implement the software. Then, just hours after receiving a quote from sales, she receives a promotional email from the marketing department offering deep incentives, which undercuts the salesperson’s prices.
This misalignment and lack of communication not only wastes time and company resources but creates a negative customer experience.
How could this have been prevented?
Use Data to Align Sales and Marketing
Sales and marketing are a lot like an orchestra. By themselves, they can make a lot of noise, but when they’re all working together they create a symphony.
Smart companies are choosing to leverage AI-driven orchestration with business customers, in order to align the timing of messaging and trigger the most optimal touch points from both sales and marketing. By collecting and analyzing customer and prospect data, companies gain the deep level insights that lead to not only cohesive messaging across the buyer’s journey, but can also identify customer subsets that might be of high priority or even previously ignored.
Let’s unpack this with an example.
A common organizational issue that can be solved by AI analytics and alignment between sales and marketing is called, “Buying Group Blindness.”
People.ai Can Help You Overcome Buying Group Blindness
Having a tier-one prospect visit your website isn’t necessarily a reliable signal of intent to buy, but as multiple members of the buying group appear, the buying signals of an account should strengthen.
However, most organizations surprisingly fail to identify multiple signals from the same account and miss out on opportunities. This is due to lead management processes that suppress additional buying signals from prospect organizations, as well as something SiriusDecisions refers to as, “Second-Lead Syndrome.”
Second-Lead Syndrome most commonly happens when an SDR (or LDR) receives a “lead” from an account which already has an open opportunity.
If your SDR’s are incentivized by booking meetings and creating new opportunities, why would they spend time on yet another lead from an account or opportunity that is already in the CRM?
This behavior causes wasted marketing dollars, a bad customer experience, and potentially lost deals.
But not all is lost. People.ai has an amazing solution to this exact problem.
Leveraging the power of artificial intelligence, the People.ai platform can detect that a “second lead” has entered the system and automatically convert it to the correct opportunity. This means that all of your buyers are on the right opportunity and no leads are left on the cutting room floor or passed up by an opportunistic SDR.
In this competitive environment, industry leaders need to have a cohesive orchestration of marketing and sales outreach to align with modern customer buying needs and behaviors. To succeed, organizations will not only need to have their hockey stick growth curves, increasing sales quotas, and omnichannel marketing campaigns, but also analytics (including artificial intelligence) to have successful lead management and positive customer buying experiences.
Ready to start leveraging the power of artificial intelligence to close more deals?
Find out how People.ai helps align not only your sales and marketing teams, but also gives your entire go-to-market team visibility into the buyer’s journey, increases productivity, and reduces operational expenses.