CRM: Bridging The Sales And Marketing Disconnect

By Darren Sexton, CRM Channel Sales at Sage

Sometimes in companies that have both sales & marketing departments there can be a disconnect between both departments. Sales people are always complaining that the marketing people are not generating enough leads for them. Marketing people are always highlighting the amount of leads they have generated that have not been converted to sales. So who’s right?

CRM is really just a tool that enables companies to put structure to how they run their business. If a company has been in business for a long time without using CRM then they are obviously doing something right, however, if they had a tool that gave them greater clarity on how their business was running, then maybe the company could become even more successful. Sometimes information that highlights the deals that you have lost is more important than the deals you’ve won.

It is difficult to measure the success of any marketing campaign without a tool like Sage CRM. As a Sales Manager it is very important to always have visibility of your team’s activities; New Pipeline, Aged Pipeline, Calendar, Sales closing this week, Sales closing this month, etc. By using Sage CRM your Sales Manager will have instant access to live data on how the team is performing. The CRM solution allows the manager to work with the team to identify gaps in the business. For instance; if there is a gap in your pipeline for September and you know that your product has a 8week sales cycle, you know immediately that your sales people need to begin the sales process towards the end of July if they want to deliver the deal in September, as you also have visibility of the calendar for the sales team you can see the amount of appointments in the diary for July. If there are not enough appointments in the diary to deliver the team’s target for September then it’s the sales manager’s job to instigate a corrective action to ensure the best possible chance of hitting target (That’s why they get paid the big bucks after all).

Every company uses a different matrix to measure how large their pipeline needs to be to deliver on target, three times cover is a commonly used formula for sales managers. In any given sales period you are likely to win one deal, lose one deal and have one deal deferred. This means that if your target is €10,000.00 you need to be working with a pipeline valued at €30,000.00.

The sales manager can now work with the marketing department to design and deliver a marketing campaign that will deliver a pipeline with three times cover for the sales target. Now we know how to measure the success of the marketing campaign.

Marketing campaigns can be designed, executed and measured by Sage CRM’s simple to use solution. You don’t need to be a marketing expert, you simply decide on the theme of the campaign, select your target audience, and set up the various waves that the campaign will have. (1st wave DM, 2nd wave follow-up calls, 3rd wave invite to an event, etc.)

Once your campaign has been delivered to the selected audience, your follow-up campaign can commence. If your campaign was delivered via email and you are feeling particularly ambitious you can use Sage’s e-marketing module to analyse who has opened your email or visited your website. Having this data makes the follow-up telephone call lot easier as you now know that there is already a level of interest and by using a pre-designed script you can qualify the opportunity “in” or “out”.

Once your marketing team has collated the data from your campaign, they can begin the process of handing over the qualified leads to your sales team.

If the campaign has delivered on the three times the target principle then it has been a success and the sales team have every chance of hitting their target (and the Sales Manager gets their bonus).

Simples… eh?

If this is a problem in your business and you want to discuss with Darren, email him at [email protected].