In the present times, Technology and its easy adaptation, have significantly reduced the differentiation between your product and your competitors. For that matter, even your product can have replicas easily. So what is that, which makes your organization unique? The answer to this question is relatively easy and also sometimes difficult to find: It’s the experience of the customer.
In the present times, salespeople and marketers can’t afford to work in silos.
By implementing Account-Based Marketing and ensuring symphony between sales and marketing is what present-day leaders can do to bring about the huge value to customer experience
To be a winner in this relay race, it is paramount ABM handovers the baton to sales with full confidence. As the success of ABM depends upon trust built with a prospect using true customer insights from lead to an opportunity stage, further win depends upon this how sales built upon this trust while remaining intact from opportunity stage to closure.
But factually In the present scenario, the edge built by account based marketing by using true customer insights while executing user engagement is not capitalized by sales teams. Customer engagement post opportunity stage is marred by legacy methodologies. Messaging is generic, processes are manual and knowledge or content repository shared is irrelevant
Most sales processes today fail to capitalize upon data collected by marketing concerning buyers’ behaviour and needs. When they say we understand your problem and we are most equipped to solve it, it looks more like rhetoric.
Another side of the coin is when a sales guy is sending 50 proposals in a month, how is it possible for him to incorporate personalization in the communication and solution proposed. Maybe scale and lack of tech usage have also been blamed for it. In my personal experience Marketing operations in so many organizations are technologically driven, but sales operations are still carried over legacy systems.
If sales teams can personalize their proposals one can imagine the excellence in the customer journey. Sales teams have access to all the data that showcases the prospect’s engagement with the content delivered. if the system can also throw the quick aways in terms of needs, motivations, triggers, that can help sales to inbuilt much deeper account-level personalization in the proposal submitted.
No one wants to be treated just like any other, Everybody loves to be heard and that can only be reflected if when we speak back to them it shows we have heard them and communication is a continuation of a present discussion rather without any context to a prior engagement.
Like Offline scenarios when a relationship manager goes away, he hand holds the new resource for a while to comfort the account .Similarly if this hand-holding can happen while a qualified lead is transferred to sales, it would lead to an unparalleled customer experience. Sales have access to complete information about prospects needs, preferences, etc
In a too noisy environment, sales and marketing teams need to be equipped with methodologies that give them much better visibility than their competitors.
That can only be achieved when Sales and Marketing work in symphony rather than in Silos.