Todays buyers are choosing the way they want to engage with your company and brand and that change creates an increasing pressure on sales and marketing teams to become aligned.
This blog series explores how to accomplish that goal and addresses some of the key challenges facing sales and marketing teams.
For many years, siloed processes and systems have fractured sales and marketing. People in these teams still struggle to optimize sales and marketing performance. With the same set of data and connected processes to accomplish important business outcomes.
There are many barriers facing sales and marketing:
- Poor quality of leads and no visibility about sales conversion
- Different understanding and definitions (e.g. what is a qualified lead?)
- Inconsistent views of leads and customer activity due to non-integrated technology
- Lack of shared understanding of the buyer’s journey
- Conflicting or misaligned performance objectives (KPI’s)
- Degree of control over the brand (content customization) These barriers often limit marketing effectiveness or disrupt sales.
Overcoming these and other barriers require a commitment to shared objectives for sales and marketing. This usually requires the commitment of sales and marketing leadership, mutual understanding of customer engagement objectives, common process definition, and integrated sales and marketing technology - tools that bridge sales and marketing to deliver a seamless experience for the customer. By leveraging the Dynamics 365 platform, including Microsoft Common Data Services (CDS), marketing and sales teams share common data, a complete view of customers, connected processes, and Office 365 collaborations tools.