There’s nothing virtual about the sea change marketing teams have experienced in the last two years. The fact that marketers are working remotely over digital channels is a very concrete reality calling for new approaches to workflow.
Here are four tactics to help your team adapt.
Improve visibility and centralize
Virtual meetings, chat apps, automated calendars and workflow management software all became necessary to bring together teams from remote workspaces. In many cases, these remote work tools brought better visibility to small or subtle tasks that slipped under the radar in a traditional work environment.
The next step is to make sure all the key people can see into the workflow.
“You would want to have visibility across the board about what’s happening and who is delivering what at which time,” said Annie Schneider, senior product marketing manager for Wrike, a Citrix company, in her presentation at The MarTech Conference (scroll down to watch the video of their session).
The work can be consolidated into a calendar or united around a specific project, like a campaign or major content project.
“It could be looking at some sort of bird’s eye view or dashboard, or things that are coming in, so you have the view of things that are coming and things that are already live,” said Schneider.
This unified view into the work can also be divided by regions, according to the specific countries or timezones where a global workforce is doing their work.
Encourage effective collaboration
At each step in the creation of a project, individual team members have to be able to mark their progress and move the project forward.
“There needs to be an easy way to collaborate on asset creation, including proofing and approvals,” Schneider said. “There also needs to be an easy way to control versions of the assets, and the ability to track who made the change.”
One especially important tool for effective collaboration is an audit log that team members can sign, and also have the ability to revert and go back after a change is made in the project.
It’s up to leadership, in coordination with IT or a committed martech team, to make sure that members have the right access to the workflow, and that the user experience is seamless.
“Marketers thrive when they’re able to do their work all in one place instead of toggling between multiple tools,” said Schneider. “So on the back end of this, it means the tools and processes in martech are connected in a way that the transition from one tool to another is seamless to the user.”
The traditional office environment is very dependent on meetings, where everybody stops work and waits for the next cues to happen. This creates bottlenecks with a truly remote team that is dispersed in different regions and timezones.
“Because of the evolving global workspace, work often doesn’t get accomplished in the same location or pretty much never does anymore,and it usually doesn’t get accomplished at the same time,” said Schneider. “People have to sometimes wait 12 hours to move along on a project collaboration with their counterparts across the globe.”
When team members can’t have conversations about the work, the technology that manages the project should be able to guide members instead. Individuals will have the ability to see directly for themselves at what stage the project is, instead of learning this indirectly through other team members in conversation or meetings.
Track results and optimize
When marketing projects are centralized using digital tools, this also makes it easier for the team to track the project’s results.
“It’s important to be able to track results of your marketing activities and the impact that they actually make,” said Schneider.
By comparing the impact of campaigns and projects with the individual tasks that go into creating it, the marketing team can get a better handle on ROI and optimize the workflow with fewer steps on future projects.
“It’s all connected because data gives you the information that you need to optimize your content and the use of your marketing channels in an effective way,” said Schneider.
She added, “This means that because marketing has such diverse functional teams within one department, companies have to be very thoughtful when selecting a work collaboration tool to ensure that it has the capabilities to address the needs of the entire marketing workflow and enable marketers to complete the whole process — from content creation to publishing, as well as including optimization, all in one place.”
Få det dagliga nyhetsbrevet som digitala marknadsförare litar på.
Vad är försäljningsacceleration?
We exist in a fast-paced world where everyone wants to get things done quickly. Businesses are expected to deliver products and services in the shortest time possible. They also have to reply to customer queries as soon as possible.
When it comes to sales operations, companies have to prioritize speed and efficiency. So most sales teams are always under pressure to meet targets. And it’s more difficult when dealing with outdated technology and inefficient processes.
What is sales acceleration?
Sales acceleration involves a set of strategies, processes, and software that help to automate and streamline the entire sales process. Such software enables sales teams to prospect, qualify leads, and close more deals in no time.
A sales CRM tool allows companies to easily manage their relationships with prospects or customers. Some CRMs provide acceleration features such as sales engagement tools, power dialers, forecasting tools, etc.
How can sales acceleration tools benefit businesses?
According to the stats, 40% of sales reps say prospecting is the most difficult part of the sales process. When trying to convert prospects into customers, you should ensure that your sales funnel is well-optimized for success. Here are some benefits of using sales acceleration tools:
- Increases connection and call-back rates
Sales acceleration empowers businesses with the ability to reach out to more prospects and customers. According to Intelliverse, sales reps average around 20 calls a day without sales acceleration software. This increases to around 40 calls a day with sales acceleration software. That equates to approximately 1200 more dials and 14 more appointments per month.
- Increases efficiency in the overall sales process
Enligt Crunchbase, sales reps spend an average of 6 hours per week researching sales prospects. With the help of sales acceleration, sales teams won’t have to perform lots of manual tasks. It can boost efficiency in sales prospecting and every other step of the sales journey, i.e. lead scoring, sales engagement, tracking sales activity, sales forecasting, etc.
- Improves sales and revenue generation
Since sales acceleration is all about efficient processes and automation, sales teams will be able to reach their targets more quickly. 2 out of 3 sales teams saw a return on investment in the first 6 months of implementing sales acceleration software. Over half of businesses surveyed that implemented sales acceleration software reported double-digit revenue growth.
What are the features of sales acceleration software?
Sales acceleration software often provide many features that enable sales reps to optimize their sales operations. Below are features/tools that are included in a sales acceleration software:
Email tracking tools allow sales teams to track their email marketing efforts. They can easily access valuable data such as email open rates, clicks, and attachment downloads. This helps companies to create more compelling email copy and establish more effective schedules.
- Inbound and outbound call tracking
Inbound call tracking helps to track the source of inbound sales calls and determine which campaigns are attracting leads and prospects. While outbound call tracking software allows sales reps to track outbound calls, automate voicemails, and analyze phone conversations.
Contact management software makes it easier to organize and manage the contact details of leads, prospects, and customers. With such a feature, sales teams would keep accurate lists of contacts and track interactions with them.
After going through the process of generating and qualifying leads, sales reps have to figure out a way to manage these leads. But a sales acceleration software with a lead management feature will simplify the prospecting process.
Sales dialers are software that can dial phone numbers automatically. They help to eliminate the need for repetitive tasks such as dialing numbers and leaving voicemails or messages. With it, sales reps can focus on conversations.
Sales acceleration software often allows sales teams to predict future sales opportunities. This feature works by using prediction algorithms to analyze customer data and past performance. It helps to spot potential issues, determine favorable periods and estimate future revenue.
Salesforce automation involves using tools or software to automate the repetitive tasks that sales teams are required to do. SFA helps to reduce their workload so they can actually spend more time on selling and converting.
Sales acceleration software should include a feature for data analytics. This would help sales teams to make sense of complex data. It allows them to gain useful insights from their numerous prospects or customer data.
Sales acceleration is a good way to optimize your sales process and get more done quickly. It’s also a good idea to incorporate automation into your overall business strategy to improve efficiency and scale your business faster.
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