Many organizations are not equipped to communicate post or pre-sale data across sales and marketing teams. A 2015 survey of C-level marketers from over 2,000 U.S. enterprise companies found that “improving inter or intra-department communications” as the second greatest obstacle impeding a company’s ability to achieve top goals.
The marketing intelligence data that you collect will help determine and perceive the relationships between marketing channels, messaging and sales. In order to collect the data, marketers need an infrastructure to monitor audience touch points and how they interact with the brand – through multiple channels – over time. Follow these key steps to begin building that infrastructure.
1. Enable Conversion Tracking or Enhanced eCommerce Capabilities.
An effective use of web analytics programs allows you to view and understand the entire buyer journey, from start to finish. But web analytics don’t arrive pre-configured out of the box. In order to measure the benefit of marketing campaigns against eCommerce or lead generation activities, additional work is needed. When sales and CRM activities are linked through to top of funnel campaigns, a clearer picture of program success is possible.
2. Tag and capture marketing campaign data into a CRM environment
Again, just because sending data to a web analytics or marketing intelligence platform won’t automatically produce marketing intelligence. A data hierarchy of campaigns has to be reflected throughout the marketing funnel, and this work begins at the promotion stage as website URLs are shared across multiple marketing channels.
3. Interview sales and customer service teams to capture qualitative feedback on your target audience.
The front line sales and customer service teams of your business understand your audience better than anyone else. They should be able to tell you about new trends, and old ones you need to ditch. Collect qualitative data about the types of leads you’re capturing, what they’re most interested in, the questions that are most frequently asked, and what products/ services are booming or becoming more obsolete. In a perfect world, this information would find its way back to the marketing department through a transparent feedback loop inside the CRM, but this is often not the case.
4. Assign monetary values to leads that are captured
Breaking down leads into a set of numerical values may feel counterintuitive when you always want to remember leads as actual people, but by doing so, you’re reminding yourself of the possible value every lead represents. For eCommerce companies, this work is straightforward and predetermined by online dollar sales. For B2B companies, the need for a clearer measuring stick is an absolute must.
For sophisticated marketing and sales organizations, the connection between lead generation, eCommerce, and sales intel data is second nature. But you would be surprised at how many organizations struggle with connecting the dots on marketing intelligence. (The problems are more common than you might think!)
Interested in improving your marketing and sales data environment, check out Total Audience Analytics – a white paper from Raidious: