Innovation: The Foundation Of Marketing & Sales Collaboration

Innovation: The Foundation Of Marketing & Sales Collaboration
SHARE
THIS



In this opinion piece, Seismic’s managing director for Australia and New Zealand, Andy Pattinson (pictured below), explains how marketers can work smarter and why collaboration is vital in delivering return on investment.

Andy Pattinson

Demand for marketing roles is growing, as marketers continue to learn more about what customers want. The marketing agenda is increasingly being tied in with technological value-adds like automation, which work to personalise the customer journey at scale.

A recent report prepared by Deloitte Access Economics for RMIT University found Australia’s marketing workforce is expected to grow by more than 11 per cent, or 30,000 jobs, in the next five years due to the increased integration of marketing with other business functions.

Marketing’s sole purpose is now to enable sales through strategic investments in technology.

Collaboration is the key to delivering ROI

The changes occurring to marketing will naturally affect sales. Consumers are accustomed to great service and are spoilt for choice between brands due to growing levels of competition. They expect every touch point with an organisation will deliver a seamless and memorable experience every time they make a purchase.

While salespeople used to have the most knowledge about the product they were selling, this is no longer the case. Today, the control has irrevocably shifted to the buyer, who often knows more than the seller themselves. No matter how you look at it, this knowledge and power shift puts a lot of pressure on organisations, prompting a huge rethink about how sales and marketing roles should collaborate.

Content is the aligning factor between marketing and sales teams. Content marketing plays an enormous role in both the sales function and execution of a compelling engagement campaign. Global content marketing spend is predicted to hit $300 billion by 2019. However, research indicates sales teams are spending an excessive amount of time either creating content or sifting through marketing assets. This is creating a major productivity issue for sales teams, who are unable to do their jobs.

With sales teams so reliant on content marketing to drive the sales agenda, marketing content must work smarter so it can enhance its sole function of driving sales. Ultimately, this collaboration between teams will free up sales teams to focus on the relationship building they so heavily rely on for success.

How marketers can work smarter, not harder

The proliferation of technological advancements comes with the promise of enhancing business value and delivering ROI. Organisations cannot afford to lag behind in the race to adopt and implement new technologies. However, investment in new technologies, purely for the sake of investing in technology, is rarely the best solution for marketers who are desperately trying to demonstrate their value to the c-suite and defend their diminishing budgets.

Proactive marketers will plough money into where they see value most – first it was CRM, then it was marketing automation and now we are entering a new frontier of marketing and sales enablement through automated content. For marketers looking to quantify and improve marketing content’s contribution to the bottom line, a great first step would be connecting marketing automation and sales enablement solutions. This will provide them with a more holistic lead view and increase sales and marketing alignment which, according to HubSpot, can result in 20 per cent revenue growth per year. Knowing where sales leads are and what they do after leaving marketing’s hands can be the perfect push towards sales and marketing success.

Simply put, automation systems help firms achieve greater scale in their marketing operations without heavy investments. It’s one of the biggest reasons why these systems are gaining traction so quickly in the market.

Latest News

Keeping Up with the Centennials: Buy Social, Pay Offline
  • Advertising
  • Media
  • Technology

Keeping Up with the Centennials: Buy Social, Pay Offline

Dentsu Aegis Network, in collaboration with Econsultancy, today launched Here Comes the Centennial: Southeast Asia’s New Generation of Shoppers. Here Comes the Centennial is a white paper investigating the online buying behaviour of centennials – consumers of the future – in the region. Launched on the sidelines of FUTR Asia 2018 Summit, the study finds […]

Tuesday TV Wrap: Ten Finds A Winner With ‘Ambulance Australia’
  • Media

Tuesday TV Wrap: Ten Finds A Winner With ‘Ambulance Australia’

Network Ten has set the sirens blaring after its fly-on-the wall doco-drama Ambulance Australia was the most watched entertainment show of Tuesday night. In just its second episode, Ambulance Australia pulled 684,000 viewers last night and was up a hefty 102,000 from last week’s debut. However, it was Seven that took last night’s honours, the network taking home […]

by B&T Magazine

B&T Magazine
Queensland Govt Launches ‘Find Your Happy Healthy’ Obesity Campaign Via Publicis
  • Advertising
  • Campaigns

Queensland Govt Launches ‘Find Your Happy Healthy’ Obesity Campaign Via Publicis

The Queensland Government is continuing its focus on reducing the State’s obesity rates with a transformative communications strategy and execution through agency Publicis Worldwide. Statistics reveal that 64 per cent of Queenslanders are overweight or obese. The Government’s goal is to increase the proportion of adults and children with a healthy body weight by 10 per […]

Why Influencers Should Still Be Part Of Your Plan
  • Marketing
  • Opinion

Why Influencers Should Still Be Part Of Your Plan

In this guest post, Erin Tierney (pictured below), a community consultant at Quiip, says using influencers for your brand shouldn’t be a short-term campaign element, but rather a long-term investment… Influencers. The topic creates a polar divide amongst the marketing profession, yet influencers have risen as an advertising method-of-choice, generally providing pretty pictures on social platforms in […]

Opinion

by B&T Magazine

B&T Magazine
Viva & Taboola Bring News To 100M Mobile Users Across Asia
  • Media
  • Technology

Viva & Taboola Bring News To 100M Mobile Users Across Asia

Today, Taboola, the world’s leading discovery platform, announced a global strategic partnership with vivo, the fifth largest smartphone manufacturer in the world. Under the partnership, Taboola will deliver a fully personalised content experience for vivo’s customers helping the manufacturer drive engagement and monetisation and providing a significant new audience source to content publishers in the region. […]

Fiftyfive5 Expands APAC Presence With A Whopping 14 New Hires
  • Marketing
  • Technology

Fiftyfive5 Expands APAC Presence With A Whopping 14 New Hires

Independent research company Fiftyfive5 today announced that it has added 14 new staff across three offices following significant growth from local and global client demand. Boasting a roster of more than 100 clients, spanning Australia, New Zealand, Asia, the U.S. and Europe, Fiftyfive5 will add staff in its Sydney, Auckland and Singapore offices. In Sydney, […]

Keno & Clemenger Brisbane Team Up On New  ‘Fun Money’ Brand Platform
  • Campaigns
  • Media

Keno & Clemenger Brisbane Team Up On New ‘Fun Money’ Brand Platform

Keno and Clemenger Brisbane have teamed up to launch a new brand platform for the classic in-venue lottery game, encouraging people to spend their winnings in some weird and wonderful ways. Clemenger strategy director Erin Core said the platform was built out of an insight that money won on Keno is ‘Fun Money’. “Keno wins […]

The Yarra River Shines Bright With QMS
  • Advertising
  • Media

The Yarra River Shines Bright With QMS

The heart of Melbourne’s Southbank precinct has been transformed with the launch of QMS’ iconic digital billboard towering over the city’s famous Yarra River. The ‘Yarra Promenade’ stands tall amongst the city skyline, delivering 3.4 million contacts per month as it presides over Melbourne’s renowned Southbank and Crown Casino precinct. Its commanding CBD position captures […]

Seventh Street Media Launches Father-Focused Publication ‘The Brag Dad’
  • Media

Seventh Street Media Launches Father-Focused Publication ‘The Brag Dad’

Independent Aussie publisher Seventh Street Media has unveiled a new publication under its stable, The Brag Dad. The new publication provides important lessons and life hacks from dads who’ve been there – keeping young fathers in touch with everything they love from the outside world. While The Brag Dad is written with a larrikin tone, […]

CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’
  • Media

CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’

CBS Studios International has announced an agreement with Working Dog Productions for the exclusive, worldwide format rights to comedy quiz show Have You Been Paying Attention? Now in its sixth season, HYBPA? is broadcast on the CBS-owned Network Ten in Australia, and is the number one quiz show and the third-highest-rated overall show on the […]

Delacon Appoints Kenshoo Sales Chief As Director Of Operations
  • Marketing
  • Technology

Delacon Appoints Kenshoo Sales Chief As Director Of Operations

Call analytics provider Delacon has appointed Ezri Lerba to the newly created position of director of operations to manage partnerships and business development. Lerba joins Delacon after more than eight years with marketing technology company Kenshoo where he most recently held the role of director of sales across Australia and New Zealand. As first boots […]

Abstract spherical technology network background.
  • Advertising
  • Marketing
  • Media
  • Opinion
  • Technology

Why Tech Is The Best Thing That Happened To Agencies

In this opinion piece, Schedugram CEO Hugh Stephens (pictured) tackles the complexity of agency business models. Agency models are high touch, human resource heavy and require the constant balancing and correcting of clients to account managers. With too many clients, staff will struggle under the workload (a big part of high agency attrition rates) or […]

Opinion

by B&T Magazine

B&T Magazine