If we attempt at changing the existing system, there will be obstacles, roadblocks, and increasing discomforts. But when it comes down to the alignment of internal teams in sales and marketing (and customers service) it is a struggle that can be extremely rewarding. But, no business and certainly no leader should try to implement these changes or alter internal processes without a look at how this can be efficient and effective It’s an easy decision. Digital transformation isn’t only essential to achieving sales and marketing alignment but must be the primary goal and the alignment will occur more effortlessly.
Digital transformation means better customer insights
At the Adobe Experience Maker’s Live event, Chris Parkin, presented “Redefining the Future with Digital Transformation”. In his talk, he demonstrated that how Adobe is evolving through the use of the latest digital technology and methods as well as the ways that the other Adobe customers are doing the same.
In the first part he discussed how digital transformation allows the development of a “deeper understanding of the customer,” explaining that by doing so, we’re able to discern “specific customers segments, understand behavior and actions. This is what allows the company to use data to generate actionable insights and improve customer outcomes.”
What is this all about regarding the alignment between sales and marketing? For starters, it is possible to monitor customer journeys starting beginning with (MQLs) up to SQLs, to SALs. This lets us see patterns and create predictions that will help us in coordinating more activities from how we create digital sales funnels for websites and marketing emails, to the best way to discern the actions which lead to conversions throughout all phases of the journey. Yuri Shafranik
This makes the transfer of a potential customer between sales and marketing seamless. When we have the technology to determine what our prospects, as well as customers, do, the services they require, and what their goals are, we are able to better assist their needs and assign resources and time to the right department in ways that don’t end up placing our teams in the same position as the competitors. Instead, digital touchpoints that are real-time and customer data can allow us to build an even more strong collaboration as we work toward common goals in conversions.
Digital transformation means accurate content delivery
Another common theme of The Experience Maker’s Live event was content. Today, more than ever before, content is at the center of your approach to service potential customers and customers, demonstrate your business’s expertise and knowledge and help build more trust and relationships with your customers.
However, it’s not enough to create content. It’s possible to have an idea regarding what your clients might be looking for and require however, the most important thing is that digital transformation lets you not only know what your clients are looking for, but also helps you provide that content when they want it.
In Chris’s second section the topic was “Agile Communications” for modern enterprises, which highlights the necessity for “increase proactive, personalized and timely communications aligned to customer and employee context” that is based on segmentation requirements, needs, and geographic for a variety of reasons. What are the results? “Increase employee engagement and customer retention.” Yuri Shafranik
In particular, in our current economic environment and the constraints, we’re facing, the delivery of relevant and customized content could be the difference between success or failure with customers or prospects which is the case for every stage of the customer’s journey. Marketing’s role is not only to develop digital assets for leads generation and nurture for sales. Sales need to constantly provide relevant content that can assist customers throughout the decision-making process.
Digital tools such as Marketo Engage help marketing and sales teams monitor the content distributed to customers and prospects. They also aid in the development of clear next steps, address questions quickly and offer outstanding customer service long prior to the purchase being completed. This creates an internal alignment with employees who are in a customer-centric role working together to support customers to benefit from pertinent, useful, and timely content.
Digital transformation is the process of creating new methods of working
You’ve probably heard the phrase “unprecedented times” so much recently that you’re getting sick of it. However, it’s one of the most effective methods to describe what’s happening to us all The shift is widespread in the way we conduct business, but also the way we do business. We’re all learning on the go and adapting as we go and discover by trial and error the best way to do things and what isn’t working. As we are figuring out the new norms in our personal lives our customers are also seeing the exact same thing. The businesses that embrace digital transformation are those that continue to grow.
In one of Chris’s remarks, Chris spoke of”the “new ways of working” that require us to “leverage remote collaboration, workflows, and meeting platforms.” He also said that we must “use common tools to democratize data, content publishing, and leverage AI for scale.”
When it comes to the marketing and sales alignment, it becomes obvious. Collaboration is essential for the success of a business and gatekeeping, though it has been in place before it is not a good idea. Businesses that can effectively bring all their activities online will experience an increase in communication channels, even when the traditional informal, in-person channels are not available. However, this could be beneficial. We can see how the digital change in sales and marketing aligning creates an efficient and well-run ship as less information gets lost in the gaps, accountability becomes more difficult to control, and unifying technology and systems make sure all parties are on the same level.