You have probably heard the phrase “digital transformation” a lot, and you might even charge of speeding it up at your company. It’s a means for businesses to create a digital culture while also integrating technology into their operations and culture.
However, while a company is undergoing a shif, it may run into obstacles that cause a rift within departments. To generate visibility, leads, and money, however, your sales and marketing teams must work together.
How therefore can you guarantee that your sales and marketing are coordinated over the course of your digital transformation?
The new function of marketing in the digital age into the digital transformation
While CEOs and COOs may have once been in charge of overseeing digital transformation, CMOs and the marketing division are now in charge of many aspects of digital projects in the journey of digital transformation.
In their businesses, 71 percent of senior marketers and 61 percent of mid-level marketers are in charge of driving digital transformation, according to our study, “The Marketing Evolution- Leadership, Transformation, Skills, Challenges & the Future.”
Customer experience, data insights, and achieving an ROI on marketing initiatives are their major responsibilities. These crucial areas support brand awareness, improve the customer experience across several touchpoints, draw in prospects, and provide the sales staff with high-quality leads.
Chris Parkin, Senior Director at Adobe, claims that “digital transformation allows for a better understanding comprehension of the consumer to recognize distinct audience groups and customers, comprehend predict behavior and actions. As a result, we can use data to generate insightful revelations and improve client outcomes.
Why is it crucial that marketing and sales work together?
In the end, you want your sales and marketing teams to function together seamlessly. Your marketing team should evaluate, grasp, and nurture prospects’ intent in order to generate highly engaged leads that can be easily transferred to your sales team for closing.
If prospects are not prepared to participate in a sales activity, leads should move on to a marketing journey for additional nurturing in a two-way process.
Unfortunately, many people can’t say that. Leads may be overlooked or not given the proper nurturing. How can you then enhance this procedure for your company in the digital transformation? Adopt new methods of working. Since Covid, our working habits have evolved, and businesses now need to adopt a new form of communication. Workflows can move leads down the sales funnel while remote or hybrid working can be successful with team communication and virtual meetings.
This makes it even more crucial to keep customer information and meeting details up to date so that one hand is aware of what the other is doing in the company.
Make use of CRM (customer relationship management) Every company has to implement a CRM. It aids in the storage, collection, segmentation, and identification of customer information and sales prospects. Salesforce, Zendesk, and Zoho are a few examples of this kind of software. To holistic picture of a prospect, while also keeping data in one location, your CRM should be connected to any automation solutions that marketing utilizes want to learn more about using the management system, check out our tutorial to CRM.
Use Account-Based Management (ABM) as a marketing technique to target specific accounts that match your ideal customer profile or have been determined to be a good fit for your product. In addition to analyzing and calculating ROI, your ABM strategy would strive to develop customized messages sent to move them through the sales funnel.
Customize your content
For marketers and salespeople, content is essential for luring in and engaging prospects. You can produce a tonne of excellent content, but only the material that will convert is important. The marketing team needs input from your sales team on material that is specifically designed to convert both large and small accounts.
Develop your nurturing funnel
Information is needed by prospects at various stages of the digital transformation. For instance, a blog can be effective in attracting potential clients, but a whitepaper or client endorsement is more likely to convince them to make a purchase. At each level, be aware of the wants and intentions of your customers.
Modernize and digitize sales and marketing employees must possess digital abilities; it is not enough to just implement new systems and technologies. . In our report, “Digital Marketing Skills, Industry & Technology for 2022 and Beyond,” Olivia
Kearney, CMO of Microsoft, said, “I think there’s a real opportunity to upskill marketing and sales.
What advantages do marketing and sales alignment offer in the journey of digital transformation?
There are many benefits to coordinating your sales and marketing departments. It encourages better internal cooperation and gives each department’s staff the chance to learn more about what the others do. Let’s look at three main benefits for a business:
1. Supports an omnichannel approach
Although it may seem like a term, having an omnichannel strategy is essential when a consumer has so many online and offline points of contact with a company.
Delivering a seamless customer experience is the main goal of an omnichannel strategy, ensuring that the customer’s journey with your company is unbroken regardless of where they connect with you in the journey of digital transformation.
What exactly does this mean in practice QR code in a print advertisement produces a lead. The customer will then be sent by this code to a landing page that requests information before allowing them to download an ebook. This lead will then be given to a salesman to get in touch with them and find out what their intentions are, or it will enter an email nurturing funnel to be nurtured until it is qualified as a lead threader to e given to a seller.
Each of these encounters needs to be branded with pertinent and customized information so it is clear who it is from (if possible). An omnichannel strategy must consider all consumer interactions, and that is its main component.
2. Improved client insights
Working collaboratively, your marketing and sales teams can more easily gather crucial data on your prospects and clients.
While marketers frequently have a broad view of an industry or prospect, sellers may have specific and helpful insights that they can use to create content for nurturing. Customer insights are available from:
Individualized sales interactions
Polls or surveys Customer comments
Events using third-party data, such as live seminars or social media streams A/B testing for content engagement
study on the market, industry insights
listens to podcasts
These two components work together to create a complete and accurate image of a prospect or customer. For a clear focus for everyone, combine quantitative and qualitative data to expand your understanding of your client base.
3. Drive Individualization
According to McKinsey, 78 percent of consumers stated that receiving tailored communications increased their likelihood of making a second purchase, and more than three-quarters said that receiving such communications was a crucial element in triggering their consideration of a brand.
Personalization works well for attracting and nurturing leads, as well as for retaining customers and promoting repeat business. People prefer to feel appreciated, which is why this is the case. Customers are more likely to respond favorably if your company shows them that it understands and cares about them.
Content is the most efficient means of promoting personalization. Teams from marketing and sales might collaborate to discuss target accounts or similar prospects to develop messages and campaigns that can draw in and engage audiences.
Do you know how to synchronize your sales and marketing teams?
How do you align your sales and marketing teams now that you are aware of the benefits and justifications for doing so?
Putting mindset and culture first
Adopting a digitally positive mindset and following the essential steps to compete in the online world are both necessary for digital transformation.
By incorporating digital into processes and working techniques, your staff will help to create a digital culture. This necessitates promoting transparency, teamwork, taking calculated risks, and providing training to improve digital skills.
Always be innovative
Being unique can be difficult, therefore having a differentiator is essential on the way of digital transformation. Can you design “cool” experiences or provide your potential customers and clients with something nobody else can?
The metaverse offers a fresh, immersive way to connect. You can have some truly unique experiences with the aid of artificial reality and virtual reality, just to name two examples: a 360-degree view of one of your stores or the production process for your products for the ultimate digital transformation. To stand out and deliver a remarkable experience, it’s critical to be creative and reinvent the customer digital transformation journey.
Instead of just improving the present experience, which is where organizations have been stuck for a while, let’s start by understanding the needs of the consumer and redesigning the experience around those needs. Let’s start some fires after that. To ensure that what we are developing is the appropriate thing, let’s begin with little prototypes. In our most recent episode, Experience Architect for Accenture Interactive Brian Corish said, “And if it’s not, having the bravery to destroy it quickly.
Improve or train your squads
The truth is that your firm cannot successfully undergo digital transformation without the involvement and support of every employee. This is especially true for your sales and marketing team, who must have the knowledge and digital abilities to engage and influence online. They are in charge of bringing in customers and converting them.
Many professionals are choosing employment that offers a reasonable work/life balance since remote and hybrid working has become the norm for many firms. This means that organizations must offer career-enhancing advantages like internal training and ongoing professional development in order to attract and retain personnel.
According to LinkedIn’s 4th Workplace Learning Report, 94% of professionals stated they would stick with their present company if it made investments in their ongoing learning and development. You should consider it if your company is experiencing a digital revolution.
Aligning marketing and sales
As you can see, there are many factors to take into account when your marketing and sales teams go through this digital transformation.
Instead of just improving the present experience, which is where organizations have been stuck for a while, let’s start by understanding the needs of the consumer and redesigning the experience around those needs.
Team up now to hasten the digital transformation By providing digital training that results in industry-recognized certificates, empowering your marketing and sales personnel. The customizable learning routes provided by DMI’s corporate education platform can be customized to meet the specific requirements of your company and employees. Get in touch with us right now to grant your workers access to thousands of lessons on 14 distinct digital marketing and sales themes.