From the initial touch point with the prospect to close the sale and so on, some teams are involved in the agreement: from marketing to sales to finance and legal, and on customer success. All of this needs to share the intelligence they get in the process and harmonize what the customer needs, the desired results and the value they receive, to ensure the value of the customer's life extended.
Our customer benchmark studies in 2019 found that 64 percent of companies felt their sales and marketing team worked well together. This number may look high, but actually shows a lot of space for improvement.
It should not be surprising that valuable intelligence, obtained at both customer touch points, get lost throughout 36 percent left - resulting in opportunities that are missed to improve and cross sell.
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Embrace AI and engine learning
The sales department, like many others, has worried about artificial intelligence. There is fear that it can make their work excessively, creating an automatic sales process without human touches. This cannot be further than the truth.
This technology will not, in any way, replaces human work in sales, an industry dominated by the strengths of the relationships and values they carry to both parties.
What they will do, instead, is to take the weight of admin tasks that take time, low value such as forecasting, tracking activities and e-mail priorities from the list that must be done by sales personnel. As a result, sales power will be able to focus all their attention to what they do best: Build solid relationships with customers, creating a great experience every time the customer is involved with the organization, regardless of the department, and provides guidance on the desired results. Thus built themselves as trusted partners.
In terms of how people and teams work together, this technology also provides considerable benefits. Most importantly, they help overcome the problem of bad information flow between the department, help share customer intelligence among the expanded income team and make it accessible to sales force in the format they can use, when they need it.
CRO: put customers first
Understanding the pattern of customer purchases is one thing, but the income team requires a system that can correlate and regulate this to create a great experience. This system depends on three pillars: strategy, technology and methodology. Together, this informs the new sales method: Customer Revenue Optimization (CRO).
CRO allows sales team to utilize customer information and streamline their processes to maximize results, maintain and expand accounts, and ensure customers are still satisfied. As a result, CRO makes more than sales strategies: on the contrary, it builds a strong relationship between business and its customers, based on a general victory and trust.
Taking above to the account, it is not surprising that the idea of "CRM is not enough" increasingly increasing popularity. Today's business requires more than a spreadsheet to log in: it requires a new way to connect with its customers, and the technology must be able to provide it. In the era of all-AS-A-service, only the intelligent strategy will be carried out.
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