Your sales team and your marketing team are two functions within your business that may traditionally stand separate, yet with a common goal of generating revenue. If you’re wondering why it’s important that you bring these two teams together with a better understanding of each other, there’s lots of data out there that tells us the alignment of sales and marketing teams has a significant impact. According to research carried out by SiriusDecisions, businesses with tightly aligned marketing and sales teams achieved 24% faster growth and 27% faster profit growth over a three-year period. Using a CRM system can help coordinate your sales and marketing teams to improve lead quality, customer experience, and revenue.
The fundamental principle of a CRM system is to improve communication: communication between your employees and your clients, and between your own internal teams and departments. By making internal communication better and more efficient, you can connect processes between your marketing and sales teams. The result for customers? An improved experience. A journey that follows a smooth transition from lead to customer to repeat customer. In other words, they move seamlessly from your marketing team to your sales team and their experience is consistent.
High quality data
A CRM system helps you collect, understand and use data, giving you a deeper insight into your customers and prospects. Your marketing strategy can be built on great data, but your CRM system also allows your marketing team to understand the quality of leads they generate. They can use the CRM system to help your sales team prioritise those leads that are ready to buy, and align efforts to target the accounts that are likely to generate the most revenue with a personalised approach.
Clearer shared goals
Ultimately, your sales and marketing teams have the same goal; to generate revenue and grow your business. Using your CRM system to improve communications and therefore understanding, you’re allowing these two functions within your business to have more accurate expectations of the other. The holistic view of customers and prospects means your sales and marketing teams can define a target audience together. Using CRM to understand the buyer journey allows the sales team to build on the engagement the marketing team has started.
When your marketing team is able to carry out activities such as prioritising leads, and your sales team can make data-driven decisions, your alignment of these two teams improves the efficiency of both. Both teams have results they can monitor through the CRM system, and use these insights to continue adapting quickly and making improvements. That’s more people in your business, working smarter.
To find out more about the Dynamics 365 CRM system and what it can do for your business, contact us here.