Increase with large data: sales and marketing need to get through

Many enterprises are increasing revenue targets, but often let sales and marketing of their own, marketing contribution to sales less and less, potential customer acquisition more and more difficult, how to deal with? Maybe big data can help.

The following is a compilation of an analysis from abroad, indicating the importance of the sales and marketing through the large data age. Article Source (http://www.marketingprofs.com/chirp/2013/10371/ grow-revenue-with-big-data-sales-marketing-on-same-page-infographic?adref=nlt032513, original author: Verónica Maria Jarski).

Every year, big and small organizations are focusing on one thing-increasing incomes. According to Lattice engines, 92% of companies are proposing to increase their income this year.

Top organizations are concerned about four aspects: first, optimize the acquisition of potential customers; second, improve customer penetration; third, improve sales efficiency; Four, capture new users.

In order to achieve these goals, sales and marketing must fight together. However, there are more problems with potential customer acquisition: 67% of companies are struggling to capture potential customers, while 59% say they need to improve on potential customer incubation, while marketing only provides 30% of the potential customer acquisition required by the sales department, and only 23% of the companies will mix marketing and sales for potential customer acquisition.

As a result, in some organizations, sales departments end up with just a few one-time e-mail activities, online seminars or micro-sites. In fact, many companies will only be equipped with less than two-thirds of the real demand for sales representatives.

So how do you make up for the gap between sales and marketing? In fact, the coming Big Data era gives us a lot of opportunities to fill this gap, and here are a few suggestions:

First, fight the sales department with data and insights into users and opportunities. 42% of sales departments need to be improved, and sales reps spend 20% of their time each week researching and gathering potential customers.

Second, use large data to reveal how to prioritize which customers. 45% of sales departments need to improve this.

Third, develop content and support sales training to improve adaptation (transition) time. 35% of sales organizations reported that this time of adaptation takes about 10 months.

Here, you need to mention the relationship between marketing automation and sales. Sales and marketing positioning is still a challenge for many organizations, and even when sales and marketing automation is used to support the same application, there is often a gap between the perceived demand for sales and the supply of the market, said Rebecca Wetteman, vice president of Nucleus study. We found that 66% of companies gained sales efficiencies from marketing automation, while One-third said they didn't get any sales benefits.

In short, in the big Data age, the sales department of the enterprise should work together with marketing department, together with the data provided by the marketing automation, inject more effective crowd to the top of the sales funnel, and then find more effective ways to collect more potential customers and develop more users. Marketing automation will be the Big Data age marketing tool.