One of the most frequent asks we get from prospects and customers is, "How do we identify and close gaps across our people, processes, systems, and data?" This blog series, "Lifecycle Automation - what's in it for me?" showcases the benefits of automation for your company as well as offering many ideas on how to optimize an existing approach with add-ons and technology. This series will look at how MRM transformed the end-to-end sales pipeline process for one of its customers, returning 15 hours per employee back to our customer's business development team so it could focus on revenue-generating activities instead of administration.
Who is this series for
- Any B2B SaaS company who currently has separate marketing and sales teams, and are looking to create a shared view - and shared ownership - of the customer lifecycle;
- Improve user experiences for your prospects, customers, and revenue generation teams;
- Any organization that is looking to kickoff its RevOps strategy with a meaty project to drive your aggressive goals and align your team through a One Team, One Goal approach;
- Advanced RevOps organizations who are looking for advanced ideas to take their best practice implementations to the next level.
What you will learn in this series
Having a shared understanding of a customer's lifecycle, including the customer experience and the operational steps your teams will take, is the foundation to drive future people, process, system, and data conversations. This real-life example, from a recent successful customer engagement, shows how to set the stage for adapting your current business operations to meet future shifts in business goals and to scale your technology ecosystem as your company evolves.
So, why automation?
Overall, implementing marketing automation can have a significant impact on your company's revenue, lead generation, efficiency, and ability to make data-driven decisions. Triggered by data recorded in current or newly created CRM fields and forms, Marketing Automation performs a series of tasks, communications, notifications, calculations, and field updates to streamline the administration associated with CRM systems. Automation significantly reduces the likelihood of data input errors when compared to manual input. It completes tasks significantly more quickly and on a larger scale. In fact, a study by Adestra revealed that 74% of marketers say that marketing automation saves them time, and 68% say that it improves efficiency.
Every step or action can be recorded as an activity in your CRM or system of record – if an email is dispatched to a Lead or Contact, a record of that activity is recorded on the master file.
Companies that implement marketing automation see an 8-12% increase in revenues within 6-9 months, according to Forrester Research. Often, the hurdle for companies is a gap in knowledge about how marketing automation works, and with that knowledge gap comes a creative void for leveraging the technology within an organization’s current sales pipeline process. Fortunately, for more than a decade, Measured Results Marketing has been supporting organizations across many industries with limited resources focused on sales enablement and marketing automation. You know your pipeline process – you likely report on it weekly – and we know sales enablement and marketing automation.
In our next post, we will show an actual lead management process used by one of our customers and discuss the first major stage of value they use - Prospect or Suspect. We will then discuss an opportunity for automation as well as technology and programs that are relevant during this stage.
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