英语翻译
IntegrateSalesandMarketing–CreateaConvergenceforBetterLeadManagement
SalesandMarketingdepartmentshavebeenatoddswitheachotheralmostsincetheintroductionofmarketing.TheyhavecontinuallydebatedsuchissuesasthequalityofleadsprovidedbyMarketingtotheSalesteamandtheeffectivenessofSalestodevelopthoseleadsintorevenue.
TalkwithanyoneinaSalesorganizationandarealdisconnectbetweenthemandMarketingbecomesobvious.Commoncomplaintsinclude“IfIhadbetterleads,mycloseratiowouldbesignificantlyhigher”or“Theseleadsarenottherighttargetaudience.”
TheattitudeisnotmuchdifferentintheMarketingdepartment.MarketingteammembersoftenfeelthatSalesisnotdoingitsjobandonlywants“orders”ratherthanhavingtoworkthedeal.IssuesfromMarketingdepartmentsinclude“IftheSalesteamfolloweduponalltheleadsweprovidethem,thentheywouldexceedtheirsalesquota.”
Thisisatraditionalproblemthatneedsamodernsolutiontomaximizemarketingdollarsanddriveadditionalrevenueforthecompany.
BusinessDrivers
Typically,companiesspend10–30%oftheirrevenueonmarketingactivities.Intoday’sbusinessenvironment,executivesarecarefullyscrutinizingeverypennyspentwithintheirorganizationtoincreaseprofitsandshareholder’sequity.Marketingbudgetsarenoexceptions.Executiveswanttoensuremoneyisspentwiselyandthattheyareachievinganappropriatereturnoninvestment(ROI).
Attheminimum,MarketingdepartmentsarenowrequiredtoquantifytheROIforeachcampaign.However,oncetheMarketingdepartmentcantrackROI,executivesdemandtheMarketingdepartmenttoincreasetheROItodriveincreasedrevenuefortheorganization.That’swhereCustomerRelationshipManagement(CRM)solutionscanhelp.IntegratingSalesandMarketingeffortsmakesitpossibletoconnectleadsgeneratedbyMarketingtotheresultingrevenuegeneratedbySales.
What’smore,consumershavebecomeincreasinglyleeryofanyonetryingtosellthemanything.Itisestimatedthattheaverageconsumerseesover1millionmessagesperyear–almosttwomessagesperminute.Thefirmsthatdevelopastrategythatofferstruevaluetoc
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