How Technology Makes the Process Easier
Organizations that have done the hard work to agree on definitions must collaborate to set shared goals for their sales and marketing teams. To make this process easier and transparent, they need a shared set of metrics to define the sales/marketing pipeline – and agree on a single view of the truth. This shared Sales and Marketing dashboard can be a holy grail because it enables organizations to understand the velocity and shape of the sales pipeline and make real-time adjustments if they see opportunities or issues.
Marketing automation software and CRM systems can make dashboards easier and faster to build – though they’re not required to achieve the benefits of sales and marketing automation. But if sales and marketing teams do align with technology, the gains in demand generation and sales enablement can be remarkable. Aberdeen’s report tells us that: “84% of the best in class organizations empower marketing with access to CRM.” The report also identifies marketing automation capabilities such as lead generation, lead scoring, and lead nurturing as important drivers of marketing and sales alignment in top-performing organizations.