How to Create Better Communication through Marketing Automation Definitions - dummies

How to Create Better Communication through Marketing Automation Definitions

By Mathew Sweezey

If you have a problem with communication between marketing and sales, it’s usually a mismatch in definitions. Marketing automation gives you the ability to merge these definitions for a more cohesive team.

For example, to sales, a lead may mean a person ready to buy. But to a marketer, a lead may mean someone who has an interest. The three main definitions you need to work on with your team are

  • Sales-ready score: This score is the minimum threshold that a lead has to meet to get passed to sales. Both sales and marketing have to agree on a score at which a lead gets passed on. Having a minimum threshold is easy to measure and implement with marketing automation, and it removes the frustration stemming from a host of reasons that a lead may have been passed to sales.

  • Service-level agreement: Sales and marketing teams sometimes disagree over how much time is given to a sales representative to allow him or her to respond to a new lead after it has been passed on sales.

    The two-way communication between your customer relationship management (CRM) and your marketing automation tool will provide you the ability to track and automate an agreed-upon time frame and align on the actions to take when this time frame has passed.

  • Sales-ready lead: A sales-ready lead is a lead that is ready to make a purchase decision or have a conversation with a sales representative. Many actions can be signs of a sales-ready lead, but without the context of other actions, they are not enough on their own to accurately qualify a lead as sales ready.

    Marketing automation gives you the ability to combine all sales-ready actions across all channels so that you have insight into the true sales readiness of a lead based on the entire context of your marketing program. Tools within your marketing automation solution such as lead scoring and lead tracking provide you with the data points to determine when a lead becomes sales ready.

    The automation part of your solution helps you to nurture the nonsales-ready leads up to that point and hand off the truly sales-ready leads to your sales team in real time.