SellingBrew

Insights & Tips

Already a subscriber? Login

Become a subscriber and unlock an information arsenal focused on making your sales operation more effective.

3 Things Sales Operations Need to Know About Revenue Automation

It’s funny how labels have a way of throwing people off. Call a new technology “marketing automation” and the sales groups who should be paying the most attention will see the word “marketing” and conclude that it’s irrelevant and not for them.

But don’t let the label fool you—in a recent SellingBrew Playbook interview with Debbie Qaqish of The Pedowitz Group entitled, “How Marketing Automation Is Transforming Sales,” I learned just how inaccurate that label may really be. In fact, it became clear to me that as beneficial as this technology is to marketing teams, B2B sales groups are really the ones with the most to gain.

The in-depth discussion with Debbie covered a lot of ground—from the changes in today’s selling dynamics and the fundamentals of the technology itself to real-world examples of how leading companies are using it to hit their numbers more consistently. And while you’ll have to listen to the interview or read the transcript to glean every nugget of wisdom Debbie shared, here are three dynamics that demand your attention:

  • Research shows that prospects are 60-70% of the way through their decision-making process before ever interacting with your reps. In other words, 60-70% of the sales cycle is actually taking place through prospects’ interactions with your website, email campaigns, etc.
  • Most likely, your marketing team doesn’t understand your prospects’ needs and pain-points well enough to make these “digital dialogs” as relevant, compelling, and differentiated as they really need to be in today’s competitive environment.

And the combination of these two dynamics inevitably leads us to the third:

  • If you’re not involved in the implementation and utilization of the marketing automation tools that enable these digital dialogs, then you really aren’t involved in the bulk of the sales cycle, and are very likely losing a lot of sales before your team even gets a chance.

In the interview, I thought Debbie summed it up nicely when she said:

If I were a VP of Sales today, I would want to own the marketing automation tool. As the VP of Sales, I would like to be the person who’s in control of the conversations that are happening from the very top of the funnel to the very end of the funnel. Right now, that capability is firmly in the hands of marketing, who quite often does not know how to handle it.

So again, don’t let the label fool you. This technology might be called marketing automation, but when you understand what it does and why, you’ll recognize that it’s really a sales tool—a sales tool for how the world works today.

Get Immediate Access To Everything In The SellingBrew Playbook

Related Resources

  • Developing a Winning Sales Ops Roadmap

    For transforming Sales Ops, good intentions aren't enough. You need a plan. In this on-demand webinar, learn about creating an effective roadmap for making Sales Ops a more strategic function.

    View This Webinar
  • Closing the Gap on Growing Existing Customers

    Our research into leading sales operations shows that for most B2B companies, selling more to their current customers is a top priority. However, this research also exposes a mission-critical capability that most B2B sales operations are admittedly lacking.

    View This Research
  • Reducing Friction Between Sales & Marketing

    Some amount of "friction" between Sales and Marketing is expected. Too much, however, is counter-productive. In this on-demand session, we discuss dozens of ways to address seven root-causes of friction and conflict between the Sales and Marketing functions.

    View This Webinar
  • The Sales Capability Self-Assessment

    To identify areas for improvement and help gauge the efficacy of your company’s strategic and tactical sales capabilities, simply answer the 190+ questions in this self-assessment as truthfully and objectively as possible.

    View This Tool