"Optimizing Customer Acquisition: Align Sales and Marketing for Sustainable Growth"

There are two extremes when it comes to driving better customer acquisition results: expanding the team and hiring more salespeople, or cutting down costs on marketing and advertising. Strategically, cost-effective acquisition isn’t about spending less or increasing the team, it’s about increasing the efficiency of acquisition. Instead of reducing expenses, you can mix channels and experiment with approaches, invest more in those that bring more qualified leads, switch off those with poor conversion rates, and automate processes and set up CRM correctly. This way, the same team can do 40% more work.

Boosting sales team productivity is key, focusing on people and processes. Streamline your CRM to optimize sales execs’ routine. Centralizing resources, cleaning and clearing pipelines, and automating workload planning can help them focus on communication with potential clients and closing deals. Introduce the sales enablement process to help follow up with leads and keep records up to date.

For the BDR team, split responsibilities and channels, and automate internal processes. Help team members understand what motivates each BDR and assess their time management skills. Communicate the company’s strategy and goals to help team members feel invested in success.

Finally, make sure to get the most out of lead generation efforts by using an omnichannel approach and working with the existing lead database. Utilize email marketing, offer useful content on all platforms, and set up a scoring system in your CRM.

Optimizing customer acquisition through sales and marketing alignment is the key to success. Automate repetitive tasks to empower human strategy and communication, align marketing and sales systems, adopt an omni-channel perspective to conversions, and regularly assess what motivates teams. With the right structural foundations, existing talent and campaigns can sustainably drive growth.

Originally reported by Martech: https://martech.org/how-to-optimize-sales-and-marketing-processes-for-efficient-customer-acquisition/
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