Improving collaboration between marketing and sales
Posted: Sun Feb 02, 2025 9:40 am
In order to assess a potential customer's willingness to buy, sales representatives often rely on their gut feeling, and this can sometimes be deceptive. Anyone who wants to increase their sales in the long term would do well to develop a system to assess the prospects of success according to objectively comparable criteria. In the digital economy, a method called "lead scoring" has become common practice for this. A lead is a person who has shown interest in a company's product range in some way - be it by watching a webinar, visiting a stand at a trade fair or requesting a consultation appointment by email. If such a contact receives a high lead score, the sales department has a good chance of closing a deal. A low lead score, on the other hand, signals that the contact does not yet know whether a purchase is worthwhile or not. The sales team can manually determine the criteria according to which the lead is evaluated. This includes hard company figures such as annual sales or the number of employees, but also the business areas in which the company operates or information from marketing activities.
Traditionally, marketing and sales do not always greece whatsapp data work together smoothly, which is also due to the different objectives of the two company divisions. While marketing wants to reach as many people as possible, sales focuses on those with the best chance of making a sale. But marketing data can provide sales with valuable information about a customer's willingness to buy. Have they already downloaded a price list? Do they regularly visit the company blog? What topics do they get stuck on? The answers to these questions can also be included in the lead score.
Without software it doesn't work
The American software company Hubspot has been offering a function on its marketing and sales platform since 2015 that allows employees to have their contacts automatically evaluated . The evaluation is carried out by self-learning algorithms that recognize over time which leads lead to a sale and which do not. This takes a lot of work off the employees' hands and helps them decide which potential customers they want to deal with.
Traditionally, marketing and sales do not always greece whatsapp data work together smoothly, which is also due to the different objectives of the two company divisions. While marketing wants to reach as many people as possible, sales focuses on those with the best chance of making a sale. But marketing data can provide sales with valuable information about a customer's willingness to buy. Have they already downloaded a price list? Do they regularly visit the company blog? What topics do they get stuck on? The answers to these questions can also be included in the lead score.
Without software it doesn't work
The American software company Hubspot has been offering a function on its marketing and sales platform since 2015 that allows employees to have their contacts automatically evaluated . The evaluation is carried out by self-learning algorithms that recognize over time which leads lead to a sale and which do not. This takes a lot of work off the employees' hands and helps them decide which potential customers they want to deal with.