Mobility: Bridging the Gap between Sales and Marketing

Posted by Taylor Haney on Tue, Dec 16, 2014

We are getting closer to the holidays but we have a few more mobile posts to share with you before then. Our next mobile guest blog is by Stephen Skidmore, Director of Product Marketing at Apperian. Stephen gives insights into how mobile can help connect sales and marketing.

Stephen SkidmoreStephen is the director of product marketing at Apperian. He supports the sales team with market messaging, competitive intelligence, sales tools, content creation, social media, demand generation, strategic events and analyst relationships. 

In theory, sales and marketing organizations are expected to work hand-in-hand to help companies to grow revenue and expand their customer bases. However, in too many cases, sales and marketing teams operate in silos where leads generated through marketing often aren’t picked up and acted on by sales. This results in lost productivity and unrealized business opportunities.

In a recent study conducted by the CMO Council, 52% of marketers say that functional silos block the aggregation of data across the organization. This lack of alignment makes it extremely difficult for sales organizations to convert leads generated by marketing and for the two organizations to share vital information that can be used to boost business performance.

Still, the disconnection between sales and marketing isn’t due to a lack of ambition. According to a study conducted by Red Herring, 42% of CMOs rank sales and marketing alignment as a “9” or a “10” on a scale of 1 to 10 as a crucial issue they need to address.

Without question, effective alignment is a combination of multiple factors: shared goals, well-designed inter-departmental processes, and the use of communal metrics.

Technology also plays a critical role in sales-marketing alignment. The use of mobile technology and enterprise mobile apps is a natural fit for on-the-go sales and marketing professionals while providing rich opportunities for both organizations to strengthen collaboration and organizational integration.

For instance, a B2B company that uses a mobile CRM app can enable sales and marketing teams to use similar processes, definitions, and formats for lead generation and prospect profiles. This can help ensure that both groups are working from the same page while fostering a more efficient partnership between the two groups.

Meanwhile, leads that are generated through marketing campaigns and other efforts that are collected and fed into a mobile CRM app can enable field sales people to quickly obtain insights about a particular prospect or customer about their current position in the sales funnel that can be acted on immediately.

Plus, a common mobile CRM app can enable sales and marketing teams to share information, participate in brainstorming sessions, and craft strategies that meet the goals of both organizations while strengthening the productivity of both teams.

The right enterprise mobile application management (MAM™) platform can ensure which employees can access content and when, while protecting sensitive customer and proprietary data and apps. For instance, a company may have a pricing list containing different tiers of pricing, with the most highly discounted levels only visible to VP-level sales leaders.

Mobile app management platforms can provide sales and marketing organizations with a secure infrastructure to distribute and protect sensitive customer data and apps while providing sales and marketing professionals with the mobile tools they need to do their jobs more effectively.

In addition, a MAM platform that includes an enterprise app store can be used to securely distribute any number of apps to sales and marketing teams presented in a catalog with a user-friendly interface that makes it easy for employees to locate and download custom enterprise mobile apps and recommended publicly-available apps based on their roles.

Companies that are able to deploy enterprise mobile apps and content to their sales and marketing teams effectively can strengthen business performance. For instance, B2B organizations with tightly aligned sales and marketing operations attain 24% faster three-year revenue growth and 27% faster three-year profit growth, according to SiriusDecisions.

Meanwhile, companies with highly aligned marketing and sales organizations achieve an average of 32% annual revenue growth over the previous year compared to an average 7% decline for less well-aligned peers, according to an Aberdeen Group study.