Simply creating content isn’t enough. You may have an educated guess about what your customers want and need, but digital transformation enables you to not only know for sure what they want and need but also to offer that information precisely when they need it.
There will be bottlenecks, hurdles, and growing pains whenever we attempt to modify the current quo. However, when it comes to harmonising internal marketing and sales (as well as customer service) groups, the work can pay off handsomely. However, no company or leadership should want to make these changes and move internal processes without first considering how to do it in the most effective and efficient way possible — that is a no-brainer.
Need for Digital transformation
Digital transformation should not only be a priority for successful marketing and sales alignment but also a key goal – alignment will be easier to achieve.
Better customer insights are a result of digital transformation.
Chris Parkin, Senior Director at Adobe, guided us through “Redefining the Future with Digital Transformation” at last month’s Adobe Experience Maker’s Live virtual event. He demonstrated how Adobe is responding to new digital technologies and techniques, as well as how other Adobe customers are doing so.
In his first point, he discussed how digital transformation provides for a “deeper awareness of the customer,” explaining that we can identify “particular customers and audience segments, analyse behaviour, and anticipate actions” as a result of this. As a result, we may “utilise data to develop meaningful insights and improve client outcomes.”
So, what does this mean in terms of aligning marketing and sales? For starters, we can track client journeys from (MQLs) through SQLs to SALs more effectively. This helps us to discover patterns and make predictions, which can help us perform more aligned activities ranging from how we create website/digital sales funnels and email marketing campaigns to how we better identify the actions that contribute to conversions at all phases of the journey.
This ensures a smooth transition of a prospect from marketing to sales. We can more accurately service our prospects and customers and allocate resources and time from the appropriate department in ways that don’t put our teams in competition when we have the tools to measure what they’re doing, what they might need, and what their intentions are when we have the tools to measure what they’re doing, what they might need, and what their intentions are. Instead, real-time digital touchpoints and customer data can aid in the development of a stronger collaboration as we work toward common conversion goals.
Content delivery accuracy is a key component of digital transformation.
The content was a recurring theme at the Experience Maker’s Live event. Content is at the heart of how you service prospects and customers, exhibit your company’s knowledge and ideas and encourage better customer relationships and trust now more than ever.
Chris’ second point focused on “Agile Communications” for modern firms, emphasising the need to “increase proactive, tailored, and timely communications aligned to customer and employee context,” which includes a segment, need, and location, to mention a few factors. What were the outcomes? “Improve employee retention and employee engagement.”
Digital delivery of highly relevant and personalised content, especially in our current economy and with the limits we face, may make or break your success with a prospect or client, and this applies to all stages of the customer journey. When sales need to increasingly deliver the correct content to support customers all the way through the decision-making process, it’s not just marketing’s role to generate digital assets for lead generation and nurturing.
Marketing and sales teams may track the information that has been shared with prospects and customers using digital platforms like Marketo Engage. They also assist in establishing clear next actions, promptly answering queries, and providing outstanding service even before the transaction is done. This enables for internal alignment in ways that show all employees in customer-centric roles supporting one another in providing helpful, relevant, and timely content to customers.
The term “digital transformation” refers to the development of new working methods.
You’ve probably grown tired of hearing the phrase “unprecedented times” recently. But it’s one of the best ways to express what we’re going through as a society: There has been a significant transformation in not only how we do business, but also how we operate. The majority of us are learning as we go, changing on the fly, and discovering what works and what doesn’t through rapid trial and error. While we’re busy adjusting to the new normal in our own workplaces, our consumers are going through the same thing. The businesses that embrace digital change are the ones that are succeeding.
Another of Chris’ suggestions was that we must “use remote collaboration, workflows, and meeting platforms” in order to “exploit new methods of working.” “Use common technologies to democratise data, content creation, and harness AI for scale,” he added.
This is especially evident when it comes to marketing and sales alignment. Collaboration is essential for success, and gatekeeping, while it may have worked in the past, can no longer be tolerated. When the typical in-person, informal channels are absent, organisations that are able to successfully transfer all operations online can notice an increase in communication channels. But it’s possible that this is a positive thing. We can see how digital marketing and sales alignment allows for a more closely run ship: less information falls through the cracks, accountability is more difficult to avoid, and unified systems and tools ensure that everyone is on the same page.
While digital transformation is not new, the current era has driven many of us to accelerate adoption in ways we never imagined. Rather than being afraid of change or struggling to adapt, we should consider how it might help us meet crucial internal milestones, particularly in terms of marketing and sales alignment.