It’s a familiar story that marketing and sales departments are often misaligned. Marketing brings in leads, throws them over the proverbial “wall,” and moves on to the next lead.

This behavior is (usually) not intentional, but develops over time.

Marketing is busy with developing new campaigns to bring in new sales pipeline, and sales are busy working through the leads and prospecting into accounts. Which sounds smooth and functional, in premise, but there are some critical issues that cause this process and alignment to break down. For example, salespeople seldom create new contact records for everyone they communicate with, and marketing rarely communicates with sales when they’re launching new campaigns.

These gaps in communication, CRM adoption, and contact management cause not only sales and marketing misalignment, but missed opportunities for marketing to assist sales in moving deals through the pipeline.

AI can bridge these gaps.

Earlier this week, we saw firsthand here at how our own platform solves these issues. Below is a story of what happened and how our marketing team was able to uncover a massive open opportunity in hours with no extra work.

The Platform In Action

The story starts just before 8 p.m. Monday evening, when a sales rep was emailing a CRO who is a prospect hoping to book a meeting at one of the world’s largest enterprise corporations. He was fairly confident that his email would get a quick response because it was coming after an intro from a prominent Silicon Valley investor.

However, it wasn’t until 5:21 a.m. the next morning that the prospect replied and CC’d his team,  introducing them to and instructing them to “check us out” and arrange a demo of the platform.

This is when the platform automatically sprang into action. In Action | Marketing Team Reaches Open Opportunity In MinutesWhen the prospect’s response came in, the platform automatically created contacts in our CRM for each of the individuals that were CC’d in that email. Those contact records were enriched with precise information (including job title, phone number, etc.) and then were matched to the correct sales opportunity and account. Additionally, the contacts were also made available to our marketing team as a “new contact” at that target account.

Those new contacts were automatically added to an email campaign that our marketing team had scheduled for 6 a.m. that morning announcing our new series B funding (read more about our series B funding).

Thanks to the platform, the people that we learned about at 5:21 a.m. were automatically added as contacts in the CRM, matched to the opportunity, and received the marketing email at 6:00 a.m. and sent delighted responses congratulating us — further showing that the platform improves engagement by matching the right activities to the right people at the right time. In Action | Marketing Team Reaches Open Opportunity In Minutes

When the prospect CC’d his team, he looped in the people we needed to identify for the buying unit on the opportunity, and primed the ABM campaign’s reach to go after the full buying unit.

Additionally, when the prospect’s team attended a meeting with us they would now be well informed about who we were from the marketing email they’d received.

All of this happened with zero human effort. The platform executed flawlessly and automatically behind the scenes, allowing both the sales and marketing teams to walk into the office Tuesday morning at 9 a.m. with 20+ emails from prospects looking to learn more, along with a massive opportunity that was already pre-cooked.

Not too bad for less than an hour, and no additional work!

Ready to start leveraging the power of artificial intelligence to close more deals?

Find out how helps go-to-market teams gain visibility, increase productivity, and reduce operational expenses across the entire revenue team.

Schedule a Demo Today


The Marketer’s Guide to Identifying Decision-Making Units at Target Accounts