Distributed Marketing: Is your sales team effectively engaging customers?
August 22, 2012
Distributed marketing platforms are providing huge value to companies. According to research from the Aberdeen Group, best-in-class companies achieved 31.6 percent year-over-year revenue growth by integrating their sales and marketing activities with technology. Additionally, separate data from BuyerZone suggests 86 percent of companies using marketing automation technology received an increase in budgets in 2011 and 2012.
This technology solves the common alignment problem between marketing and sales departments throughout the world. Sales and marketing are widely viewed as two distinct processes carried out by two very different departments. The problem is that these two different groups don’t always play nice. Sales needs up-to-date marketing materials that are highly personalized to best engage leads, but this takes time for marketing departments to create. As a result, valuable leads are going colder by the moment, as neither department has the resources to satisfy the needs of the other. The result is collateral that is either not engaging and irrelevant, or too late to make a difference.
Last year, Fision helped a leading health and beauty manufacturer with 7,000 distributors, retailers and salons across 24 countries align their sales and marketing departments by empowering its network with the ability to develop and execute local marketing campaigns while ensuring marketing control of its brand. Fision’s marketing automation solution enabled this manufacturer to eliminate chaos between sales and marketing, created a more efficient and faster go-to-market process and allowed salons to engage their customers with brand-approved, personalized messaging.
The result? Central marketing saw a 65% decrease in daily requests which led to 80% less hours spent per month on file retrieval, modification and customization of marketing collateral. They received an overwhelming response from their salon network about the effectiveness of their new campaign strategy.