Customer Relationship Management (CRM) addresses sales as well as marketing automation.

Selecting Marketing Automation and CRM Solutions

, , , , ,

 

Consider Revenue Architecture When Selecting Your Tech Stack

Face it, buyers don’t care whether they are interacting with your marketing or your sales organization, they follow their buying process – often in an unstructured and unpredictable way. They self-sell on the web,  research with influencers and engage 1:1 with sales people.   An effective buyer experience across a dynamic buyer lifecycle requires that your revenue architecture is designed with a coordinated closed-loop process supported by integrated technology stack.

 

We read a lot about Martech and SalesTech stacks. This is understandable because marketing and sales teams have traditionally pursued  distinct missions with different needs. Yet if your marketing, sales and service “front office”  needs to be more integrated to support dynamic buyer pathways, then you might need to re-think your technology stack.  An integrated revenue process supported by integrated revenue technology helps deliver a single view of the customer and becomes  more responsive and relevant as your buyers jig and jag along their dynamic buying processes.

Read more

Closed Loop Marketing with Automation

, , , , , ,
SharpSpring Partner

If your company were a living creature, Sales and Marketing would be two specialized vital organs that need to work together to sustain and grow your business. Lack of communication or coordination in these essential areas can hinder your company’s growth or even cause it to wither. To work effectively they need an integrated and streamlined process to keep your company healthy.

Closed Loop Marketing Architecture™

At Revenue Architects, we’ve developed a Closed Loop Marketing Architecture™ to provide a blueprint for revenue marketing and aligning marketing and sales. It’s a continuous process that delivers tailored omni-channel experiences that engage customers and drive conversions. By ‘closing the loop’, sales and marketing align around the end-to-end customer lifecycle and campaigns are measured for total revenue impact.

This blueprint enables businesses to refine their marketing strategies based on data that is managed and analyzed to provide much needed insights into your prospects and the customer lifecycle.  Many businesses perform these same tasks internally with various teams, or pay for multiple services — like e-blast platforms, CRMs, lead tracking, etc. — but often these methods, which don’t ‘close the loop’, waste valuable resources and lead to incomplete or ineffective results.

Read more

B2B vs B2C: 7 Attributes of Effective B2B Marketing and Sales

, , , , , , , ,

Typically B2B sales are complex and considered. Evaluation and decision making follows multiple stages of learning and evaluation. B2B sales cycles are longer and purchases typically have higher dollar volumes and higher risk. B2B is often characterized by team selling to committee buying. Decisions involve various stakeholders and influencers including economic buyers, solution users, procurement specialists, domain experts, etc. B2B buyers self sell. Sales teams are no longer the single source of product information and benefits. Education has shifted to the web where buyers search products and ‘self-sell’. The buying and selling process is fundamentally different in B2B and marketing and sales must work well together around the customer buying process.

Revenue Architecture for Closed Loop Marketing and Sales

, , , , , , , , , ,
Revenue Programs

Align Sales and Marketing with a Revenue Systems Blueprint

, , , , , , ,
Revenue Systems Blueprint

When implementing CRM and Marketing Automation, first align marketing and sales with a Revenue Systems Blueprint.

For 20 years, CRM (and now Marketing Automation) has promised to help organizations capture customer value. Businesses that attract, sell, service and retain the best customers see positive effects on growth and profitability. By delivering relevant experiences, customers engage more deeply, become more loyal, and act as advocates. As sales and win rates go up, cost of acquisition goes down, satisfaction increases. The longer the relationship, the more opportunities there are to cross sell additional products and services and build lifetime value.

But, as the diagram below illustrates, marketing technologies are expanding rapidly and cut across every dimension of the marketing, sales and PR ecosystem. It is not as simple as selecting a CRM or a Marketing Automation solution. Successful implementation requires alignment across different business areas, especially marketing and sales.

Read more