As Bob Dylan said…
The Times They Are a-Changin’
In today’s crazy-fast marketplace you need to be committed to change or your company will fall behind very quickly. That being said what is a business owner to do when employees are in two groups? You have the young Let’s-Try-It-All group that jumps on every social media fad and the Old-Tried-and-True group that doesn’t want to mess with all this newfangled crap and really doesn’t like change much?
As a business owner, which group do you lean more towards? Often times in the middle, after all CEO are fine with risk, but have usually been around the block long enough to know that many fads just don’t pay off. As the world speeds up it is becoming more and more important to look for tools to help you manage your new business development efforts.
Some tools that you might want to look into that support bus-dev teams are:
- CRM (Customer Relationship Management) – If you sales team is diligent about taking notes about interactions, customer questions and other business related customer engagements then a CRM is a powerful tool. Keeping notes on the business info as well as even the personal info allows sales people to build stronger relationships with their customers and prospects.
Examples of CRMs: ZoHo, SalesForce, Nimble, SugarCRM
- Marketing Automation – These are tools used by the marketing team to make SEO (search engine optimization), engagement on social media, lead generation and measurements easier. Now when your marketing people are able to not only do their job better, and track their results, but more importantly start playing nicely with the sales team, your team becomes a powerhouse. Integrating a CRM with Marketing Automation creates what is known as Closed-Loop Marketing meaning the marketing team generates buzz and gets the message out to many with the ability to generate leads that drop into the CRM for the sales team to work, which in turn updates the marketing people on the progress for future marketing and sales efforts. These teams start becoming one unified force and it is a beautiful thing.
Examples of Marketing Automation Tools: Hubspot, Marketo, Silver Pop
- Call Tracking – Anyone serious about direct mail may already know of these tools. The idea here is you must build ways to track all your marketing efforts in order to overcome the ol’ “50% of my marketing isn’t working, but I don’t know which half” quote by John Wanamaker. So the idea is for every unique marketing effort you do you have a new phone number so you can track how many calls each number got which in turn allows you to better understand what marketing is actually working. Then you can fix the broken stuff or cut it all together and push spending to the platforms that are working.
Examples of Call Tracking: Ring Revenue, Call Tracking Metrics, Call Rail, Call Mondo
These are just a few tools that every company should be using.
This stuff is great for management and C-Level to better manage their investment in both sales and marketing efforts. It’s also great for holding both teams accountable for their work. In the perfect world this will also help bring the sales and marketing teams closer and closer together which is the direction cutting-edge companies are going. From both the marketing and salespersons perspective these tools should be a welcomed part of their daily job since it makes things much easier and the speed at which they are able to do things now and track their success is probably leading to many raises and bigger budgets to work with. Share your thoughts if you use any of these tools and or there are some other ones we should cover.