Wednesday Dec 12, 2012

Avoiding the Black Hole of Leads

Sales says, "Marketing doesn’t deliver enough qualified leads. So, we generate 90% of our own leads." Meanwhile, Marketing says, "We generate most of the leads. But, Sales doesn’t contact them quickly enough, while the lead is still interested." According to Sirius Decisions:

  • Up to 90% of leads never make it to closure
  • Sales works on only 11% of the leads supplied by Marketing
  • Only 18% of the leads Sales accepts convert to opportunities
  • Yet, 45% of prospects typically buy a product from someone within 12 months

The root cause of these commonplace complaints is a disconnect between the funnels of marketing and sales. Unfortunately, we often see companies with an assortment of poorly integrated marketing tools. It takes too long and too many people to move the data around, scrub it, upload it from one system to another, and get it routed to the right sales teams. As a result, leads fall through the cracks, contextual information is lost, and by the time sales actually contacts a customer it may be too late.

Sales automation alone is not enough. Marketing automation (including social) is not enough. Sales and Marketing must work together. It’s time to connect the silos of marketing and sales pipelines and analytics. It’s time for integrated Sales and Marketing automation.

Integrated pipelines improve lead quality and timeliness. Marketing systems can track a rich set of contextual information about a prospect–self-disclosed information about interests, content viewed, and so on. This insight can equip the sales rep with rich information to make a face-to-face conversation more relevant and more likely to convert to the next stage in the sales process.

Integrated lead to revenue (LTR) management provides end-to-end visibility, enabling the company to measure what is working. Marketing can measure its impact on revenue and other business outcomes, and sales can harness and redirect marketing investments to areas where they most help achieve sales objectives. It’s a win-win play. Marketing delivers more leads that are qualified, cuts cost per lead, and demonstrates a strong Return on Marketing Investment (ROMI). Sales spends more time with warm leads and less time on cold calls, achieves higher close rates, and delivers more revenue.

Learn more by attending our Integrated Sales and Marketing session at the upcoming CloudWorld conferences. Or, visit our Sales and Marketing Cloud Service site for videos and other learning resources.

Monday Nov 26, 2012

11/28 Webinar: How Marketers Are Crafting Customer Experiences

According to recent studies by Sirius Decisions and the CEB, 70% of the consumer buying journey is complete before a salesperson becomes involved. Business customers complete 57% of their buying journey without a salesperson. So, what are savvy marketers doing to stay involved in the customer journey?

 Marketers are at the epicenter of turning "big data" into insights that are acted upon by the company and customers. Drawing upon social, transactional, and online behavioral insights, marketers are making customer interactions easier and more rewarding. Marketers are personalizing and innovating customer connections across new channels and devices, especially for interactions that span channels. Learn more about three key innovation strategies in an informative webcast sponsored by the Internet Marketing Association, University of California Irvine Extension, and Oracle on Wednesday, November 28, 11 am to 12 pm Pacific. Register today to learn from these thought leaders.

Tuesday Nov 20, 2012

11/28 Thought Leaders Webinar: Marketing Strategies for Great Customer Experiences

With the growing use of mobile and social, it's tempting to bolt on these new channels to existing processes. However, that piecemeal approach may not lead to satisfying customer experiences or solid returns on investments. Furthermore, the volume of information businesses have access to is growing exponentially. Is this leading to better business insight and customer experiences?

Join the Internet Marketing Association, The University of California at Irvine, and Oracle as we discuss marketing strategies that will help your customers have better experiences with your brand. You'll learn effective strategies for harnessing the power of "big data" to know more and understand your customers better, empowering customers and employees to make every interaction easy and rewarding, and adapting the customer experience to connect and engage effectively with each customer.

Our speakers are Melissa Boxer, Vice President of Product Strategy, Oracle Cloud and CX Applications, who is a conference keynote speaker on integrated social marketing and loyalty analytics, and Dean Abbott, CEO of Abbott Analytics, who is a thought leader in commercial predictive analytics.

This learning opportunity takes place on Wednesday, November 28, 11 am to 12 pm Pacific. Register today to learn from these thought leaders.

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