If you think your business’ data is simply about numbers or charts, you’re not seeing the full picture. And, if you think data is about looking backwards and creating important-looking slides for your next presentation, you are missing a big opportunity.
Whether you grow your business by cold calling and pounding the pavement, you primarily use an account-based marketing approach, or you generate leads through inbound marketing, content is at the center of your growth strategy.
Even digital entrepreneurs, who claim that you don’t need to create a lot of content to generate leads and sales, still produce a lot of content to spread their message, build a community, and attract new buyers.
Recently, we had a new member join our HubSpot CRM program who has great conversion rates throughout the customer journey - from getting qualified leads to converting those demos into customers.
Then, why did they feel the need to optimize their lead management process and increase efficiency for their sales team?
What if I told you that being an expert in the HubSpot platform is only a fraction of what you need to increase sales using the HubSpot CRM? You can spend your nights and weekends getting certified in every feature and button within the platform, but you still may not be fully confident that your HubSpot CRM is set up right for your business.
I still remember the day that I realized that I was not running a marketing agency.
My team was very good at creating content and generating leads, but we did not have the interest or structure to do it in an agency model.
Our most successful clients leveraged my team to develop complex sales and marketing automation and implement business-specific lead management frameworks. To optimize the post-sales stages of the customer journey, we automated processes, accountability, and reporting in the delivery of products and services once somebody became a customer.
News flash - HubSpot is no longer a marketing platform.
This might be news to you. Since HubSpot has done such a good job branding themselves as a leading marketing platform, it's really hard for them to convey that they are no longer simply marketing software.
The tension between your sales team and your marketing team is one of the most written about or discussed slow-burning feuds on earth.
For some businesses, it is right up there with:
- Hamilton and Burr
- Montagues and Capulets
- Hatfields and McCoys
While both teams share a mutual goal of creating revenue for the company, their separate processes and deliverables can make their partnership a living nightmare.
Getting your sales team to follow a consistent process and adopt your CRM and sales tools is critical to growing revenue at your company.
Confidence that the leads you generate will be converted into revenue is the holy grail for most executives.
As a marketer and business owner, I am ambivalent about marketing and selling during this global health crisis. I know my company’s HubSpot CRM and revenue operations programs make a huge difference for companies during normal times. However, what we’re facing today is anything but normal.
Here is what I know:
By now, the situation has sunk in. The coronavirus pandemic of 2020 will change the world’s economic landscape for years to come.
This means that marketing agencies, business influencers, and sales gurus have all had time to formulate thoughts on how your business should survive this crisis.
Your LinkedIn feed is filled with advice. If you jump in any business-oriented Facebook group, this is all people are talking about.
Currently, the guidance ranges from “spend more time with your family” to “apply for as many government programs as you can” to “crank up your sales and marketing engine to grab market share." These diverse opinions about what to do next can make your head spin and give you analysis paralysis.
Topics: Customer Experience