Sales & Marketing Alignment Guide

Learn How to Streamline Marketing and Sales with Technology for Better Conversions and ROI.

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The Growing Need For Sales and Marketing Alignment

Although both sales and marketing teams are both focused on driving more sales, converting more leads, and generating more revenue, they often work separately. The silos between these two departments result in inefficiency, missed targets, loss of leads, and wasted time.

According to Hubspot, 79% of MQLs(marketing qualified leads) never convert into buyers because the sales team fails to nurture customer relationships.  

For better lead conversion and revenue generation, sales and marketing teams must come together. By uniting both teams around the same growth target, the organization can improve sales productivity and marketing efforts.


In this guide, we’ll share with you everything you need to know about marketing automation and sales enablement in detail. The handbook aims to bring you closer to the technology and bridge the gap between your sales and marketing team. It’ll further help you uncover the key aspects that are crucial in choosing vendors for marketing automation systems, and a support team to help you develop the content needed at each stage of your sales funnel. 

Let’s get started.

Shared Definitions For Marketing and Sales Alignment

Sales Enablement
Behavior Based Marketing Automation
Cross-Platform Marketing Automation
Sales Readiness
Sales Productivity
Peer Learning
Sales Mastery
Sales Content Management
Sales Engagement
Content Authoring
Sales Transformation
Social Selling
Drip Marketing
Abandoned Shopping Cart
Brand Advocates
Cross-Channel Analytics
CRM
Consumer/Buyer Lifecycle
First Time Visitor
Internal Sales
Multi-Channel Marketing Automation
Landmark Emails
Loyalty Offers
Permission Based Marketing
Qualified Leads
Marketing Qualified Leads (MQLs)
Sales Qualified Leads (SQLs)
MQL & SQL Opportunity
Customer Touchpoints
Buyer Persona
Landing Page
Action Groups
Lead Scoring
Progressive Profiling
Dynamic Content
Anonymous Visitor ID
Marketing Personalization
Revenue Performance Management
Segmentation
Zero Moment Of Truth

The Role Of Marketing Automation and Sales Enablement In Marketing & Sales Alignment

Sales enablement can play a vital role in the elimination of the differences between marketing and sales teams by aligning them. With sales enablement, businesses are empowering sales reps with the right tools, information, and content to deliver a personalized user experience. The new model has replaced the silos model with the cross-functional process where both sales and marketing teams can work in perfect sync using intelligent marketing tools to better understand where each buyer is in the sales process. 

marketing automation and sales enablement roles

Behavior-based marketing analytics allow marketers and salespeople to understand if the lead should be handled by marketing or sales, and what information the buyer needs in order to form a buying decision. By using behavior-based marketing automation, businesses can save a tremendous amount of time by focusing sales efforts on leads that are ready to buy and leaving the automation to handle the rest.

What is Sales Enablement?

Sales enablement is a deliberate process of equipping the sales reps with the necessary resources like information, data, content, and tools to make their sales efforts more effective. 

The major role of sales enablement is providing the sales organization with the information they can use to engage the buyers more effectively throughout the sales cycle.

Whether the information is in the form of an ebook, a manual, or a blog post, it should be easy to acquire, consume, and reuse by the organization.

Key Aspects Of Sales Enablement

Sales Content

Resources like content can be used by the sales team to provide buyers with appropriate information about the brand. On the other hand, resources like stats, analytical research, tools, and best practices are for the sales team to utilize internally.

Training & Coaching

Training & development is the key to sales enablement. The process will not bear the desired fruit if your sales team doesn’t know how to utilize the resources efficiently. Thus, a major focus is put on using technology to make training more effective.

Usability

The usability of the resource is another key feature that determines the success of the sales enablement efforts. No matter how trained your sales team is, if the resources are not easy to find and use, they’ll be of no use. When gathering the resources, make sure they are high-value and reusable across the sales organization.

Tracking

Tracking the sales enablement process and understanding what information is crucial for sales and what’s not is essential for success. Tracking metrics like # of sales reps achieving targets, average sales cycle length, and average deal size helps evaluate the effectiveness of the sales enablement program.

How is Sales Enablement Different From Customer Relationship Management?

The work of marketing and sales teams is evolving at a fast pace. With every passing technological upgrade, more and more organizations are embracing automation to simplify and streamline their marketing and sales efforts.

Often sales professionals get confused when making a choice between Sales Enablement and Customer Relationship Management (CRM) tools. Understanding how they both differ from each other is essential while choosing one over the other.

Sales Enablement Overview

Sales enablement tools are meant for sales teams and marketing professionals. These tools provide them with the necessary data and information needed to make their sales efforts more effective. It is about equipping them with the right tools to train, guide, and improve the selling process of the team. 

The process involves on-boarding the sales reps and teaching them the right skills to make them efficient at selling the products or services. Through sales enablement, sales reps are provided the marketing support needed to present a product in front of the audience

In the process, the sales and marketing team is equipped with market analysis, data, and other important information that is needed to deliver customers a memorable customer experience.

The end goal of sales enablement is to nurture leads and opportunities with a customer-centric approach to sales, deliver better customer-experience, and ultimately, offer customer satisfaction.

CRM Overview 

CRM tools are like huge databases that businesses to keep track of how the sales and marketing team is engaging with the customers. CRM tools also help in improving the efficiency of the team by automating redundant tasks. 

With CRM software, marketers can maintain buyers’ and consumers’ data; set up schedules to contact buyers and sellers; maintain minutes of the meetings, and leave voice messages for prospects.

Simply put, a CRM is a tool to help marketers and salespeople organize and handle customer data and manage complicated process with more ease and efficiency.

Key Difference Between Marketing Automation and CRM

  • Sales Enablement is the process of providing analytical resources, content  and tools to close more deals and optimize the conversion rate. On the other hand, a CRM is a database that enables teams to optimize productivity by automating tedious processes. 
  • Sales enablement revolves around training, knowledge, and developing skill sets,  while a CRM is centered on productivity, data maintenance, and efficiency.  
  • Sales automation empowers marketers to engage with prospects, CRM aids by contributing and streamlining the process.

Sales Enablement Content Types

What kind of content resources you create for your sales enablement process is crucial to determine how you engage prospects and how many sales you will close. 

With the right resources, reaching to the high-value prospects, and keeping them moving along the buyers cycle becomes easier and faster. However, creating content resources for sales enablement is different from creating content for marketing.

Content created for attracting and converting prospects into qualified leads during the initial stages of the sales funnel comes under content marketing. On the other hand, content created for converting and closing the sales falls under sales enablement.

Competitor Analysis and Research Materials

Without a clear overview of the key competitors and their marketing tactics, your sales efforts are less effective. Competitor analysis and market research are some of the best ways to understand your competitors, how they communicate with their audience, and most importantly, areas where their sales efforts are lacking. With this information, your sales reps will be in a better position to exhibit to the prospective buyers how your brand or products are superior to others. It also comes handy in when persuading prospects to form a buying decision. 

Customer-centric Content

Without a clear understanding of what your buyers are looking for, you can’t be successful in moving them along the buyers’ cycle. The primary goal of sales enablement is to create documents for sales professionals to help them understand their customers better. To make your content more valuable, include the pain points and challenges your target audience faces and what information will show the value proposition of your product or service to them. The content should help the sales team demonstrate how your products or services will benefit them. Case studies, customer testimonials, and feedback are some of the types of customer-centric content. 

Ebooks and Whitepapers

Ebooks and whitepapers are essentially used by content marketers to attract and convert potential leads during the early stages of the sales funnel. However, such content can be used by both marketers and sales professionals. Ebooks and whitepapers are filled with market insights, statistics, and informational data that are needed by the buyers when closing a deal. For sales reps, it works as an informational boost while making a final pitch. 

Sales Scripts

Sales scripts are key talking points sales reps should use when dealing with a high-value prospect. A well-written sales script is a crucial element of the sales strategy. A high-quality sales script consists of all the information that a prospect needs to know before making a purchase decision. Such scripts form a base for consistency in the communication between a brand and buyers throughout the sales cycle.However, instead of reading the script to a buyer, one must use the script as a guide on how to engage with a prospect. For better results, make your sales reps pick up the brand voice and tone and align it with their own while communicating with the buyers. Additionally, when developing the sales script, it’s essential that you interact with your sales team to understand whether the sales script is working as intended or not. Insights from the sales reps will also enable you to optimize the script and streamline the message well.

Social Media Content and Messages

Social media channels are platforms where there is a high chance of a conversion.Since social platforms allow messaging the prospects, they work as a tool to form a meaningful engagement with prospects. Whether your content team has developed an ultimate guide or an explainer video, it can be used by your sales team to connect with the target audience. 

Onboarding and Training Content

As mentioned earlier, training is key in sales enablement. The training and onboarding materials prepared for the sales team are vital tools. Such training materials and tools allow new team members to understand the business better and develop an ideal tone to interact with the customers. Comprehensive training material should include company information like its mission and values and how sales reps can use already-developed content for sales. 

One Pagers

One-pagers are deep-dive product and service pages produced to demonstrate the key features of a brand or product. This type of content allows for documentation of the benefits which can be used to persuade a high-potential prospect. If you deal in technical commodities, having one-pager content helps your users resolve challenges faced during understanding the products and services. However, one must streamline how the content will get updated over time as new changes take place.

5 Steps For Building a Sales Enablement Business Case

Step #1: Conduct an Internal Survey of Your Salespeople and Marketing Professionals

Sales enablement is intended to improve the sales efforts of both marketers and sales reps. For a better and more effective sales enablement implementation, understanding how both sides of the team function is crucial. Having a proper understanding of how the marketing and sales team operates will enable you to outline areas of improvement and develop a business case.

 

Step #2: Involve the Team to Understand Their Pain Points

 As mentioned, sales enablement benefits marketers and sellers by improving their sales process. But how will you know where your sales team is lacking? By interviewing them, you will be able to uncover areas they are having problems with. They could be having issues while communicating with the prospects or they might be short of resources to convince prospects to buy.

A thorough inspection of your content creation and management process should provide you enough data to determine if there’s a need to put a sales enablement solution in place. 

Step #3: Conduct a Market Survey to Choose Your Vendor

This is one of the most daunting steps of building a business case for sales enablement. Once you have established the fact that your business requires a sales enablement solution, it’s equally essential to decide which one will fit the bill. But before you make a choice, evaluate each of the options according to your requirements, business structure, and budget.

There are a number of vendors offering sales automation and enablement tools. You can narrow down the list of best vendors and assess the features of each tool to make an informed decision. 

Step #4: Prepare a Presentation

From the information gathered in the first three steps, create a powerful yet engaging presentation to put your case before the management and involved teams. 

Each slide should be in sync with your business’s ultimate goal of higher sales and revenue. Your slide should incorporate key pain points experienced by the marketing team and how a sales enablement solution can counter it. Also, support your claim with data you’ve gathered previously. Tip - To make your presentation more impactful, showcase it as an investment rather than an expense.  

Step #5: The Evaluation Process

Once you have discussed how sales enablement tools can be of help, it’s time to explain how and why you have narrowed the selection down to a specific vendor. 

Right from industry-refining reports to referrals, you should provide your stakeholders with every method that you used to vett and finalize the product. Sharing such relevant & factual information will help the team understand the need of a sales enablement tool and realize how the selected product can help in streamlining your sales processes.

How to be Successful with Sales Enablement

Sales enablement is a great approach to revolutionizing your B2B marketing in this digitally driven marketplace. By providing the right marketing tools to the sales and marketing team, it allows them to make the right impact on the target audience.

A study conducted by Heinz Marketing in the 2017 surveyed 500 B2B marketers to learn how they are using Sales Enablement. The report revealed that 75% of marketers saw an increase in sales. While 35% of marketers reported that they experienced a 25% increase in sales from the year before.

But navigating through the process of implementation and evaluation takes a lot of planning and persistence.

Here are some tips to help marketers find success with sales enablement.

Continuous Evaluation

Planning and persistence are vital in sales enablement. As mentioned earlier, before the implementation of sales enablement, one needs to build a business case, gain stakeholder buy-in, find vendors, and align the resources. Even after you have implemented the program, you will still need to evaluate how well the program is progressing. Remember, for long-term success, making changes to the program as as vital as implementing it.  

Think From A Seller's Perspective

Since it’s your sales team that will be receiving the training and resources, it is essential to include them when implementing the program. Speak to your sales team to understand the issues they are facing when interacting with buyers. Where are their sales efforts lacking? Having a clearer picture of how your sales team functions will help you align the resources needed to accomplish your goals. 

Assess The Current State Of The Organization

Instead of wasting time and money with a trial and error method, knowing what your sales team needs will enable you to know what they need to do their job better. By communicating with the top sales professionals in your organization, you will have enough insight into areas that need improvement. Knowing where to focus the sales enablement efforts will guide you on how to do it for optimum results.

Deliver Valuable Content

Strategically written content is what you need to create the desired impact with your sales enablement efforts. By analyzing and organizing content across the sales cycle and distributing it accordingly, you can determine how successful the implementation will be.Also, when we say content in sales enablement, it also includes assets needed to teach, train, and coach the sales and marketing team to make their marketing and sales efforts more effective. For a winning implementation, focus on providing high-value content which can be adopted by your team easily.

Develop A Content Team

As discussed above, content is crucial in sales enablement. But more importantly, having high-value content is what will help you achieve the success you’re looking for with the strategy.Having a team of expert content marketers and curators who know the art of converting sales data into meaningful marketing content is essential. While setting up a team of various departments, consider hiring content experts as well to strengthen your marketing efforts.

Strategize A Plan To Align The Content

Freshly created content that is relevant to the users has more impact. In sales enablement, there is a need to keep the content updated at all times. Accessibility of content is another key component. To ensure the sales team faces no trouble in finding the required content, you must set up a content governance strategy. By aligning the content with the sales cycle, the sales team will be in a better position to close more deals with ease.

5 Tips For Building a Robust Sales Enablement Team

Even if you have developed a foolproof sales enablement strategy and purchased the best technology to support your efforts, you can’t expect the best results unless you have a dynamic sales enablement team. 

As a reputed vendor of sales enablement technology and support, we have compiled some strategies that will come in handy when building a sales enablement team. 

Tip #1 Understand Your Audience

Sales enablement serves the purpose of both the salespeople as well as buyers. 

By equipping the sales team with the right knowledge and messaging, it enables them to deliver the relevant information needed by the buyer. Unless you know what information your sales team requires at any given stage in the buyer’s cycle, you are unlikely to find the success you’re looking for. 

Thus, it’s important for you to understand what your internal audience (the team) and external audiences (the buyers) are looking for to succeed with sales enablement. 

Tip #2 Pick People with The Right Qualities

Choosing the right individual for the job means you are halfway to success. 

Sales professionals who have extensive knowledge and experience in sales can better identify and address the pain points of the sales team. When choosing personnel for a task, make sure they are result-driven and can deliver to the expectations of the stakeholders.

Tip #3 Hire Specialists for the Job

A well-integrated sales enablement strategy has the power to drive higher conversions. From marketing content to sales content, it covers everything. 

When building various teams, make sure you hire experts who have mastery in their skills as well as a deep market-understanding. This holds true when building a content team for your organization. Hiring subject matter experts enables one to develop rich, well-researched, and relevant content for the internal team as well as prospective customers.

Tip #4 Your Team Should Align with Stakeholders

Unless the sales enablement is aligned with the needs of all the stakeholders, finding success can be challenging. 

Before you implement sales enablement, acquire as much information as you can to understand how the organization is functioning currently. Conduct meetings with the sales, marketing, production, and management teams to gain an understanding of the business from their point of view. This will allow you to define the goal you want to achieve from the entire organization and identify gaps that could be hindering potential growth. 

Also, make sure that the team is proficient enough to present the findings in front of the stakeholders and illustrate how sales enablement practices can help them navigate their way to the goal. 

Tip #5 Measure the Metrics

Timely evaluation of how the sales enablement efforts are reaping results is key to optimizing them. From the organizational goals you have derived from your initial meetings, pick out the metrics that will enable you to assess the improvement.

How Marketing Automation Empowers Sales and Marketing Teams

A lot has changed in the field of marketing and sales since the advent of the internet. And as we continue to make new technological advancements, the landscape will keep on evolving. 

Marketing Automation is a powerful solution that empowers businesses to generate new leads and convert prospects into sales while putting in less effort. These software tools essentially enable companies to streamline their marketing campaigns, effectively target customers, and boost productivity & revenue by automating mundane, repetitive tasks. They also empower salespeople with the intelligence and content needed to close more deals with less wasted effort.

Businesses that have embraced marketing automation are already experiencing up to 14% more sales productivity and 12% less marketing overhead.

Many tech-savvy marketers are using marketing automation systems to optimize marketing and sales efficiency, reduce marketing and advertising costs, and improve customer experience.

Research suggests that 44% of marketing thought leaders believe that marketing automation will become an essential marketing skill by 2020.

However, to reap the maximum benefits of automation tools, one must develop a detailed understanding of marketing automation- only then it is possible to implement it properly and achieve predictable & measurable results.

What is Marketing Automation? 

Marketing automation is a technology for automatically managing sales and marketing processes and campaigns across multi-channels. It enables businesses to organize, align, automate, and evaluate a gamut of marketing tasks to achieve optimum efficiency and yield higher ROI.

To put it simply, marketing automation is a set of tools used by marketers to streamline and simplify complex and time-consuming tasks and workflows. The tools are capable of automating the process of lead qualification, running digital marketing campaigns, and undertaking complex business processes.

Instead of manually sending every email and posting on social media, you can have marketing automation do the tasks for you, with increased efficiency and reduced errors. 

With the right automation tools in place, identifying the target audience, designing efficient marketing campaigns, and initiating actions becomes easy and quick. 

Marketing Automation aids businesses in interacting with buyers across channels with automated messages and content. When and what messages should be sent to the buyers is defined by sets of instructions or workflows.

For marketing and sales reps, marketing automation assists in automating online marketing and sales activities to optimize operational efficiency as well as organizational revenue. Automating repetitive and redundant tasks means reduced errors, more efficiency, and more time with sales and marketing reps to focus on other critical areas. 

Marketing Automation helps businesses achieve efficient marketing processes like: 

  • Segmentation
  • Lead Generation
  • Lead Nurturing and Lead Scoring
  • Relationship Marketing
  • Retention
  • Cross-selling & Up-selling
  • Marketing ROI Measurement

How is Marketing Automation Different from Email Marketing?

Both marketing automation and email marketing use email as a medium of engagement; however, marketing automation goes a long way to track user behavior better and deliver personalized content.

Email service providers only measure the actions taken by the recipients of your emails. On the flip side, marketing automation keeps track of a lead’s interaction with the brand. It pulls together insights and data associated with your leads that can be used to further personalize marketing efforts.

3 ways marketing automation is different from email marketing

1. Marketing Automation Has More Powerful Targeting Capabilites Than Email

Email marketing automation tools are essentially used to automate the emailing process and to save time nurturing leads to keep them moving to the next stage of your sales pipeline. The main concern addressed by an email automation tool is ensuring good inbox placement.

On the other, a marketing automation tool assists in formulating marketing campaigns according to your lead’s behavior. With marketing automation tools, you can channel your marketing efforts and track how your lead interacts with your marketing messages across channels. From the data gathered, you can create a buyer’s persona, which will further help you in sending relevant marketing emails to your leads.

2. Marketing Automation Allows For More Detailed Lead Profiling

With email marketing automation tools, you can see how your email campaign is performing. It lets you track how much engagement your emails have received and measure metrics like email open rate, unsubscribe rate, click-through, and bounce rate. These tools will further allow you to schedule emails or set auto-responses. However, it will not help you track the behavior of your leads and understand better. 

On the other hand, marketing automation tools allow a marketer to build a lead profile and further nurture them. With Marketing automation tools, it’s possible to gather important insights about a lead like their location, buying preferences, device preferences, social media interactions, and more, that you can use to optimize your marketing efforts for easy conversions. This will empower you to create a lead profile and determine what message you should send them when at a certain stage in the buyer’s cycle.

3. Marketing Automation Facilitates Behavior-Based Lead Segmentation

Email marketing tools help in building an email contact list.

However, most email marketing tools don’t offer the full functionality to track lead behavior. So, when a business gets a new email contact, the email address gets added to the existing list. The contact is segmented according to the email engagement.

With marketing automation, marketers can segment the leads automatically. The leads are segmented based upon their profile, actions, interests, buying preferences, geo-location, and so on. Besides this, the multi-channel approach of marketing automation allows you to get leads from various channels.

How is Marketing Automation Different From Customer Relationship Management (CRM) Software? 

Marketing automation and CRM tools confuse many people. Both deal with lead profiles, contacts, lists, etc. and help marketers drive more conversions. However, they both differ, here’s how:

Marketing automation tools are marketing-focused - they help organizations to streamline, automate, and track their marketing tasks for better results. On the other hand, CRM softwares are sales-focused and aim to store information such as user names, their association with the brand, purchase history, address, record of inbound emails, and more to empower sales and customer support teams.

Picking the right tool or system is paramount in determining the success of your marketing efforts. Here are other differences that you should know:

The Users They Serve 

At the core of marketing automation and CRM lies the ability to automate and analyze marketing and sales activities. They allow users to streamline processes and evaluate the progress of campaigns based on the metrics and insights they offer. 

However, they serve different users. CRM software aids sales reps, while marketing automation tools are for marketers. 

The Purpose They Cater to

Marketing automation centers around lead generation and nurturing. Businesses use automation solutions to attract and capture new leads for their business that can be qualified into potential customers. These tools enable marketers to know essential details about their leads like their age, location, buying behavior, interests, and devices they use. 

CRM systems focus on nurturing the leads. The system assists the sales team to analyze the data gathered about the lead and segment them accordingly. CRM tools make it easier for the sales reps to follow up with the leads as various touch points with offers and discounts to efficiently qualify them as potential customers. 

The Goal They Help Businesses Achieve

In marketing terminology, Marketing Qualified Leads (MQLs) are those leads that have formed some level of engagement with a brand. 

Sales Qualified Leads (SQLs) are those leads who have been qualified as potential prospects. 

Marketing automation tools help marketers produce MQLs for the sales department, while CRM tools are designed to convert MQLs into SQLs.

The Role They Play in a Buyer’s Journey 

Marketing automation and CRM systems play a vital role in efficiently moving a buyer along the sales funnel. 

While marketing automation helps in creating awareness about a brand amongst the buyers, CRM software prepares the buyers for the purchase. 

The main aim of CRM tools is to improve the efficiency of the sales team and enable them to interact with the buyers and guide them towards the end of the sales funnel. It enables a brand to build a lasting relationship with their consumers to achieve higher customer retention.

Key Features of Marketing Automation


Automated Email Marketing

Auto send personalized emails based on the leads' behaviors and interests.

Dynamic Lists & Segmentation

Automatically update/segment leads when contacts meet custom criteria.

Campaign Tracking

Track conversion costs vs revenue across the entire customer journey.

Visitor Id & Behavior Tracking

Identify anonymous website visitors. Track individual actions of each lead.

Lead Scoring

Identify the hottest leads and focus sales efforts on highest probability leads.

Sales Notifications

Automatically send notifications to your sales team when leads trigger strong buying signals.

Buyer Personas

Build ideal customer profiles to segment your leads and deliver ultra-personalized content.

Visual Workflow Builder

Drag and drop visual editor to build behavior based automations to move leads down the funnel.

Dynamic Landing Pages & Forms

Build targeted landing pages to capture leads, deliver content and track lead behavior.

Dynamic Emails

Create personalized emails that dynamically adapt with the most relevant content based on persona.

Social Media Marketing

Schedule your social media content to automatically post via a simple to use calendar interface.

Blogging & RSS Integration

Grow your organic traffic by publishing valuable and relevant content for your target audience.

Smart Email Syncing

Track emails Gmail and Outlook with leads in the CRM with records of all exchanged emails.

Media Center

Upload, manage and send marketing and sales assets to track how lead engage with them.

How to Make the Business Case for Marketing Automation 

Having a strong business case for marketing automation is paramount to get a green flag from your team. Here, we have listed down some crucial steps one should take while building an effective business case.

Define Your Marketing Objectives

The first and foremost thing to do while building a business case for marketing automation is creating objectives for the process. 

Before considering automation, write down the top goals that you want to achieve through the tool. Figure out how will you measure and evaluate the success of your efforts, and then move ahead.

Highlight the Benefits the Business will Experience by Adopting Marketing Automation

When specifying the benefits of adopting marketing automation, make sure they align with your business goals. Focus on the issues your business is experiencing and show them how automation can resolve them.When you are making your case, be precise with numbers and figures you wish to achieve.

Mention the Features You Must Have in a Marketing Automation Tool

Marketing automation comes with a wide range of features. It’s essential to invest in the right system for optimum success.  To make an appropriate recommendation, analyze your marketing and sales department to understand the challenges faced by them. Give preference to those features that complement your business goals.

Keep a Record of Data Sources

Data is the key to drive any customized campaign. It’s essential to list down sources of information and data for a more solid case when you present to stakeholders. 

Decide on a Budget and Timeline for Marketing Automation Integration

Having a set budget for the integration of marketing automation will help you find the best possible solution, quickly and easily. 

While deciding on the budget, you should also focus on outlining the timeframe for the implementation of the automation tools and training of the team. Your milestone should also include the point where the business will be able to gain proficiency and achieve the set ROI.

Develop Plans for Analytics and Reporting

Automation tools will not deliver optimum results if the right metrics are not being tracked. By keeping track of metrics that matter, businesses can achieve success with marketing campaigns.

In your business case, you should consider including the needs of each team in your business, outline their goals, and assign them metrics they should focus on.

Speak in Terms of ROI

The end goal of any marketing automation effort is ROI. By including ROI in your marketing automation pitch, you can make your business case more appealing.

You can incorporate ROI projections like:

  • Current Vs. Projected Revenue
  • The effort required to generate new leads, conversions, and profit goals
  • The current cost of sales and marketing efforts
  • Projected improvement in cost and revenue after adopting marketing automation
  • Improvement in the rate of lead generation, conversion, consumer retention, revenue in figures.

Evaluate the Risks of Adopting or Not Adopting Marketing Automation

Mentioning the risks of implementing marketing automation is as essential as highlighting its benefits. Outline how and where automation can present operational risks and what steps can be taken to mitigate them.

How to Be Successful with Marketing Automation 

According to Matt Heinz, 9 out of 10 times it’s not the platform but the lack or a badly executed strategy that results in unsuccessful marketing automation.

If you are keen to see a surge of leads and conversions, you should have sound marketing automation strategies in place and a plan to execute them right. Here are the top strategies you can embrace to unlock all the benefits of marketing automation.


Strategy #1
Strategy #2
Strategy #3
Strategy #4
Strategy #5

Buying a Marketing Automation System 

One of the biggest challenges businesses face when selecting a marketing automation tool is the inexperience in automating the tasks they haven’t performed even manually before. 

Another challenge is setting the right goal. Given marketing automation can help a marketer simplify several processes, clearly defining your requirements is key.

Choosing the right marketing automation platform is instrumental in stepping closer to success. It’s crucial to make a wise choice and select a tool that brings the best suite of highly anticipated features at an affordable price tag. As a reputed marketing automation solutions provider, we have listed down key points one should keep in mind when purchasing a marketing automation tool.

1. Identify Your Objectives

Without clearing defining what you want to achieve with marketing automation, you are unlikely to get the results you desire.

Whether you want to nurture leads through email marketing or improve brand positioning through social media marketing, you must state your ultimate goal. Setting a clear goal will enable you to access the results to track improvements.

2. Define System Requirements

Once you have decided what you want to achieve from marketing automation, focus on understanding the system requirements. For instance, if you want to invest in email marketing to nurture leads, you should outline what the solution should include like CRM integration, template for emails and landing pages, lead scoring system and so on. This will make your selection process more efficient. 

3. Consider Multiple Marketing Automation Vendors

When you are outlining the requirements, you will find out that there are several vendors offering features needed by you. While there will be many others offering rare yet significant features, this will further filter out vendors that may not be able to serve your requirements. In the end, you will be left with a list of only those companies that offer solutions that you require the most.

Once you have the list, conduct a thorough website check of the vendors you have narrowed down. Look for customer testimonials, reviews, and case studies that will allow you to further assess their credibility.

4. Reconsider Your Original Requirements

When comparing multiple vendors at a time, you might get overwhelmed by what they do and don’t offer. Here, the requirements you have drawn out will again come in handy. Once you know what you require in an automation solution, ask the vendors to demonstrate how well they can deliver it.

To keep your evaluation fair, set a comparison matrix to assess which vendor best suits your needs. 

5. Find Out What They Offer Besides Features

Once you have looked into the features that you need, moving beyond it can help you focus on other factors like customer support, financial aspects, experience, training support and more. Thoroughly check the SLAs, services offered, and opportunity for scalability.

Find out businesses they have served in the past and whether they would recommend the vendor or not. 

6. Plan Before You Implement

If you’re clear on how to use your marketing automation, you’ll find it easier to train your team or bring necessary changes in the business process.

Planning how you will deploy the automation system will enable you to integrate it with more efficiency. 

7. Keep an Eye on Collective Goals

Marketing is an integrated effort. For the efficient functioning of the business process, all the departments should be in sync with each other. This also means that there should be a streamlined connection between the various departments and platforms. When investing in an automation system, consider the one that supports the individual goals of all the departments as well as the collective vision of the business. 

8. Assess Your Business’s Current State

When going through the process of choosing a vendor, consider crucial factors of your organization as well.

You must assess how technically capable you are to making the switch. Has your company adopted any technological changes in the past? If yes, how challenging was it? Do you have the expertise to integrate marketing automation?

It’s imperative to say that businesses with little or no marketing automation implementation experience will need extensive assistance. Thus, considering a vendor who can help you in each step become vital for successful acquisition and implementation

At Intelus, we offer complete support right from marketing automation tool acquisition to its integration and beyond with ongoing content creation, sales funnel development and lead nurturing support. With our automation tool in place, businesses are empowered with the tools to capture new leads, score them, and convert them into customers.

Intelus Marketing Automation & Sales Enablement 

At Intelus, we are a team of experienced marketers and consultants who know how to undertake a wide range of sales and marketing tasks like generating new leads through content marketing, crafting and sending email campaigns, managing customer relationships, analyzing marketing trends,  leveraging it for better sales and optimizing sales conversions.

We can become your marketing and sales enablement department to make your sales team ‘sales-ready’ and provide assistance to reduce or eliminate the sales challenges. 

Marketing Automation & Sales Enablement Services We Offer

Marketing Automation

Our marketing automation platforms improves conversion rates by personalizing content based on buyer personas.

Sales Enablement Support

We provide content development and support for sales teams to save time and improve sales conversions.

Sales & Marketing Strategy

We develop highly effective B2B marketing strategy from identifying the audience targeting to lead nurturing.

Inbound Content Marketing

Our content marketing is focused on attracting leads and educating them with the right info to qualify them for sales.

Account Based Marketing

Our unique process leverages Linkedin & email marketing to target key decision makers at target companies.

Website & Sales Funnel Design

We develop website and sales funnels designed for efficiently converting traffic to leads, and leads to sales.

Search Engine Optimization

We offer SEO because the lifetime value of customers from search is typically higher than any other channel.

Social Media Management

We have a unique social media content creation process for maximizing the reach of foundational content like blogs.

We're Here To Help

To learn more about Intelus marketing automation and sales enablement, book an appointment or send us a message.
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