Whenever we can, we like to interview our customers and share their wisdom, best practices and success stories with our Boardroom Insiders community.
Congratulations! Your team scored its first sale with a valuable customer. Despite all the hard work, the journey has just begun. Now the focus shifts to how you are going to keep—and grow—the customer.
B2B sales and marketing typically involves a major financial investment in the product or service, as well as change management in areas like operations, governance, and processes. So there’s more at stake for the customer—and consequently for you. New relationships are fragile and require nurturing and maintenance.
But what’s the best approach? These seven tips will help your account team demonstrate to customers that they are in the best hands:
Account-based marketing (ABM) is getting a lot of buzz, and for good reason. Companies with sustained ABM initiatives are seeing positive and measureable results. As Marketing Land notes, “companies practicing ABM have better alignment with sales, often close bigger deals with target accounts, and increase pipeline velocity.” According to a 2015 survey by SiriusDecisions, 92 percent of companies recognize the value in ABM, calling it a B2B marketing must-have.
Customer Relationship Management (CRM) systems enable you to compile details about leads and customers so you can target them more effectively. Unfortunately, many companies that invest in CRM technologies are not using them to their fullest potential. When used properly, CRM systems can help you develop a customer-centric approach and a communications cadence that will maximize your opportunity for success. Here are 3 reasons your CRM system is one of the most valuable tools in your sales arsenal, and how you can make sure you are leveraging it to its full potential.
In part 1 of How to Achieve Better Marketing and Sales Alignment, we focused on the critical role communication plays in helping sales and marketing teams achieve better alignment. While communication is the foundation for any successful relationship, setting realistic expectations is also important. For example, when marketers generate leads, they pat themselves on the back and send them to sales for follow up. However, if sales doesn’t believe that marketing’s leads are valuable, they might not follow up on them right away, or ever. Marketing then feels like the sales team is not doing its job. The cycle continues and the relationship between sales and marketing deteriorates.
Let’s be honest, the line separating most sales and marketing teams is more like the Great Wall of China than a line in the sand. The process of working together can be a difficult, almost impossible task, and most organizations don’t do it well. As a result, many marketing leads fall into a big black hole where sales may or may not follow up on them. This process is not only broken, it is extremely costly to organizations both in terms of marketing resources and lost opportunities. The following series of blog posts will walk you step by step through ways to achieve better marketing and sales alignment, starting with the crucial first element, communication.
Despite increasing levels of personalization and targeting in the consumer realm, the enterprise has a long way to go when it comes to providing their own employees--particularly salespeople--with the right information when they need it.