I’ve been doing a bunch of stuff lately and one of the things I’ve been thinking about is automation. The best thing I ever did was buy eloqua, but that was just one part of a strategy. This was about 3 years ago now and I found a piece on automation which states some good points:
Sales cycles are longer in a down economy.
Under adverse economic conditions, buyers are less inclined to purchase – plain and simple. Even when there is a clear business challenge and a solution with real ROI, tight budgets create hesitation on the part of the buyer. Therefore, sales professionals are faced with increasingly risk-averse prospects whose buying time frames are longer. Marketing automation tools supporting drip marketing campaigns and lead nurturing can build relationships with buyers during a longer sales process.
Although, building a set of tools was the end game, not the start of the process. Here are 5 realizations which make for good marketers:
1. Good Marketers Trust Their Teams – One of the critical success factors for marketers is whether they can lead their organization to meet the demands of the market AND the business. To be able to support both, marketing leaders will need to enlist support from every part of the business. Too often marketers and product managers get mired down in trying to drive EVERY component of their products activities in the market and inside the business operationally which isn’t the best approach. Sometimes you need to delegate and trust the experts in each area to do their jobs effectively.
The other 4 decisions or realizations you need to make to be a good marketers can be found here