Marketing and sales teams have a tendency to be big users of technology. After all, they’re expected to manage thousands of customer relationships and report on how each of their activities supports business goals.
We’ve come a long way with artificial intelligence and machine learning, but as every sales and marketing leader knows, there’s still not one platform to rule them all in for sales or marketing. With that in mind, sales and marketing leaders are looking for dead simple integration tools that provide the right dashboards and drive better person to person interactions.
Dead Simple Automation and Integration of Sales Tools with CRM
For most companies, the customer experience can be hard to track across numerous, disjointed touchpoints. Now, as it becomes easier to automate the collation and connection of the myriad data points, it’s becoming easier to create sophisticated and delightful customer experiences.
“There’s this huge ecosphere of touch points, and it used to be just essentially impossible to track it all down,” said Michael Raab, Head of SMB, Lyft. “Now we can have these amazing, sophisticated, and sort of delightful experiences for people interacting with their brand. And, it’s starting to be automated, which is great because it’s just impossible to do without automation. I’m looking forward to that world where all the data is really connected and easy to actually create these experiences for not just prospects, but also customers.”
Susan Zuzic, SVP of Global Sales, Wayin, agrees that technology has the potential to vastly improve the customer experience, but the deluge of data often gets in the way.
“There’s just so much information. But it’s very hard if you’re a small company or even a large company to figure out how to put it all together. I am looking forward to seeing interesting partnerships amongst companies that are doing this type of data analysis from different angles, and bringing it together in a really easy, consumable, ‘here are your five to six dashboards. We’ve done all the thinking for you. Here you go’ way.”
Like many of her peers, Zuzic looks forward to a future where these type of integrations don’t require hiring a consultant or a dedicated Salesforce administrator.
Technology To Facilitate Better Person to Person Interactions
There is a significant opportunity for technology that can take over some of the manual sales and marketing processes. The kind of things your sales and marketing team members burn out on doing over and over again. Freeing up the marketing team for meaningful work that can’t be automated.
“How does technology enable us to have better and stronger relationships and get to business faster?” said Kristin Alexander, VP Marketing, Certain. “When those two things come together, and the ways in which we can help those two things come together, that’s really the exciting part, I think, about the future and how technology’s gonna power the future. It’s good for all of us.”
To find out how People.ai can help your sales and marketing teams automate tedious admin work to give back time for doing the real work, sign up for a demo.
Kristin Alexander, VP Marketing, Certain
Susan Zuzic, SVP of Global Sales, Wayin
Michael Raab, Head of SMB, Lyft
Michael: Yeah. So, I’m a huge fan of tools and automation, so I’ll say that I probably am on the dreamer side of things. These guys can probably testify to that one. So, what I’d say I’m really excited about is it seems it was only a couple years ago that I was beating my against a wall exporting, looking up materials from Marketo to Salesforce to get to my sales reps. They were managing stuff in Google spreadsheets. I mean, it was a freaking nightmare, and honestly, this was like four years ago. It was really, really difficult. And now I’m in a world where everything is tracked automatically, and it’s almost sometimes too much data. So, that’s not really a problem, but I think that what we need to do is step back, what do you do with it? But there’s more systems too that are making it a lot easier to connect.
So, I’ll shorten up my answer. What I’m really excited about is the ecosphere that’s starting to make it dead simple for business users, because I don’t know about you guys, I never seem to get enough engineering resources to execute on new projects that integrate Salesforce or whatever my tools are. So, there’s a lot more companies that are integrating business users with minimal engineering support, and started really tying everything in across the platform. For a company to [inaudible 00:37:40] my plight is, I know when business users from a high level, not [inaudible 00:37:45], but I know when business users are taking rides and then coming to the website, and they’re going to events, and they’re engaging their customer service, and they’re calling in and asking questions, and they’re engaged with the rep.
But not just one rep on the West Coast, but another rep on the East Coast through their partner, right? There’s this huge ecosphere of touch points, and it used to be just essentially impossible to track it all down. And I’m starting to see it come together and starting to see business owners be able to actually put life cycles in process with the marketing team, where we can have these amazing, sophisticated, and sort of delightful experiences for people interacting with their brand, and it’s starting to be automated, which is great because it’s just impossible to do not automated. And so, I’m looking for that world where all the data is really connected and easy to actually create these experiences for the people that … not just prospects, but also customers, so that we can avoid [triggering 00:38:41], which could be a whole other conversation on this here.
Susan: Well, and to your point, I think there are so many great tools and solutions out there that are doing bits and pieces of the machine-learning component, or there’s just so much information. But it’s very hard if you’re a small company or even a large company to figure out how to put it all together. And so, I feel like the holy grail will be when, as you’ve seen consolidation in the marketing clouds, as you’ve seen consolidation in the advertising space, everybody’s trying to come together and create these uber solutions. Sorry, I don’t mean uber, but. These big solutions. [Crosstalk 00:39:24]
Michael: Shut it down. It’s over.
Susan: But these big solutions. I really am looking forward to seeing interesting partnerships amongst companies that are doing this type of data analysis from different angles, and bringing it together in a really easy, consumable, here are your five to six dashboards. We’ve done all the thinking for you. Here you go. Doesn’t require Salesforce admin. It doesn’t require extra money. This is our package. That would be beautiful. But we’ll wait and see.
Michael: That’s just saying we want it free and easy with no instruments [crosstalk 00:40:06].
Susan: Yeah, I think that’s a nice goal. So, get on it, guys.
Oleg: The free part.
Michael: All right.
Susan: We’ll pay for it.
Michael: We’ll pay.
Kristen: I think all of the technology is so interesting and really exciting. And what I’m inspired by is that the technology can actually now support taking away some of the manual processes that are just so exhausting, and people sort of burn out on doing those things over and over again. And so, that is, I think, a really good thing for all of us. And then can focus on engaging with human beings. So, I think where the intersection is really … how does technology enable us to have better and stronger relationships and get to business faster? And so, when those two things come together, and the ways in which we can help those two things come together, that’s really the exciting part, I think, about the future and how technology’s gonna power the future. It’s good for all of us.