Let’s face it the markets are well on our way to recovery after an arduous and profoundly boring 6 years of recession. The reality that is left staring brands in the face is that it’s absolutely all to play for…and right now!
Brands must now close those all important commercial gaps in their business before their competitors do and with this thought in mind, this article will discuss what positive changes that have materialised since 2008 from those somewhat infant digital platforms compared to now. Their profound ability to provide robust, track able and highly reliable intelligence that can deliver real customer value and sustainable profits is nothing short of incredible.
I want to welcome the new team to the C-suite executives to the board room… “Smarketeers”.
This team are not just standard marketing or sales people per say, but ‘Business Champions’ equipped with a best practice tool kit of smarter tools and cutting edge thinking in order to make the best use of dynamic technological systems that help them execute their superior social relationship skills in order to fully engage customers and clients alike.
In a recent article by Douglas Burdett (April, 2014), Douglas suggested 5 key steps that Sales and Marketing staff should together in order to be more effective. The criteria were:
This criteria is of profound interest to me as if I was to cast my mind back to 2008, I doubt this criteria would have been nowhere near as accurate or insightful knowing what digital tools we have today. Leading systems such as Salesforce and Pardot are just two of the many highly intelligent frameworks that are making businesses much more accountable and effective in their operational activities. From superior account management to nurturing leads and creating sustainable lifecycles these vehicles provide reliable mechanisms that can showcase the best results in the board room.
This is great news for Smarketeers as they can finally start to prove that intelligent sales conversations, leading branding designs and superior content (google friendly) really do provide ‘cash in’ to the business when implemented correctly. What’s more is that the results are showing real sustainability allowing for continual market research into hot topics such as pricing analysis, promotional tactics and new product development.
From the brands that I have worked across and currently support, I wanted to share my 5 E’s of best practice tips in order to help future Smarketeers become even more successful.