Lead scoring is where marketing meets sales, and helps your sales reps in two specific ways:
- They have a prioritized list of leads
- They have important context about each lead which will allow them to engage with them in a very personalized way
If assembled correctly, such technology can be extremely useful in terms of tracking customers throughout your entire sales process. It ultimately boosts your sales team’s effectiveness in two ways:
- Scale with quality: automates many of the early-stage administrative tasks without jeopardizing quality.
- True sales enablement: it allows your sales reps to spend more time with more promising buyers, leading to them being able to close more business.
Who’s responsible for what? Roles & Responsibilities across the board
- The client (leadership & sales reps): this group knows their buyer, their offering, and the current sales process. They need to believe in the new way forward so as not to sabotage the process.
- The marketing strategy team: this team helps the client defines the sales process, clarifies all points of contact with buyers so that the correct content can be created, manages the ongoing content creation process, measures and reports buyer activity across the sales process, and makes strategic iterations to improve results. They are close partners of the client, often serving as an extension of the client team, in reality.
- The technology implementation team: these are the platform experts. They have a specific process to determine your needs, implement the platform, and ensure your team is getting the best value out of the tool’s full potential.
- The tool: is configured to your company’s sales process. It does not configure itself, nor make decisions for you. It allows you to scale your sales process with quality, as well as track multiple metrics around buyer behavior. It will accelerate your efforts, be that a well thought out approach, or a lackadaisical one (the latter of which can hurt you more than not using the technology at all).
So, what now? To automate or not to automate…
- Is your problem a tool problem, or a strategy problem? A tool will not replace the lack of a defined sales process. In fact, to reiterate the point, it can really make things worse. The tools are incredibly powerful if configured correctly, technologically speaking and ensuring it’s designed around your sales process.
- Who is marketing automation for, and who is it NOT for? Marketing automation is for companies with longer sales cycles that are looking to scale. Smaller organizations may find the tools to be overly cumbersome for what they’re managing. Today, many email tools allow for automated sequences, which companies with shorter sales cycles and less moving parts may find to be much more agreeable to their day-to-day work.
Bottom line: Call before you buy!
Of course, we’re going to say this, right? However, the reality is that we see far more companies disappointed with their purchase of marketing automation software than we do satisfied.