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My Love/Hate Relationship With Sales and Marketing Technology

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Every position I have held has involved the use of marketing and sales technologies. The May 2017 chiefmartech.com 
Marketing Technology Landscape now contains over 5,000 vendors. And trend data from CSO Insights confirms that companies who are hitting their revenue targets and reps who make their quotas are flat or declining. This means that throwing more technology at the problem is not necessarily the solution.

Read on for my experiences with these various technologies. You'll discover some of the reasons why I (usually) love sales and marketing technology, and why I sometimes hate it.

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Fusion Marketing Partners (FMP) is a B2B marketing agency that specializes in helping companies create powerful lead-to-revenue machines to turn around their stalled or under-performing marketing and sales operations and build value in their business. FMP’s strategic expertise and vigorous execution of proven tactics has quickly driven measurable improvements in awareness, leads and revenue for B2B clients across the U.S. and internationally.

The company was founded by principals with deep experience in B2B marketing, sales, business development, web marketing, and public relations — from successful startups to Silicon Valley giants.

To find out more, visit http://www.fusionmarketingpartners.com.

Veröffentlicht in: Marketing
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My Love/Hate Relationship With Sales and Marketing Technology

  1. 1. My Love/Hate Relationship With Sales and Marketing Technology: By Christopher Ryan, CEO Fusion Marketing Partners, LLC 6 Lessons Learned Based on Chris Ryan’s monthly featured column in
  2. 2. My Love/Hate Relationship w/ Sales & Marketing Technology is Based on Deep Experience I started my marketing career working for Group 1 Software. Think… • duplicate elimination postal presorting • other functions related to the direct marketing industry.
  3. 3. After a hiatus to work in the relational database and ERP industries… I served as VP of worldwide product marketing for a well- established CRM company, mostly aimed at the sales force automation (SFA) part of the market. …then… I co-founded a company that developed a web- based marketing automation software product focused primarily on: lead qualification nurture lead management lead qualification nurture
  4. 4. Every position I have held has involved the use of marketing and sales technologies. Today, my company’s clients use a myriad of solutions including: …plus many point solutions. Marketing and Sales Technologies
  5. 5. Speaking of Point Solutions…The Martech 5000 The May 2017 chiefmartech.com Marketing Technology Landscape now contains over 5,000 vendors. This flood of technology has an upside. Trend data from CSO Insights confirms companies who are hitting their revenue targets and reps who make their quotas are flat or declining. Martech 5000 Throwing more technology at the problem is not working.
  6. 6. Here are the reasons why I (usually) love sales and marketing technology: The reasons I usually hate sales and marketing technology follows the .
  7. 7. Let’s Start with the Love All the new stuff coming out requires me (and my team) to stay current. My time in the marketing and sales automation industry has been immensely enjoyable. The right M&S technology can make a big contribution by solving challenging problems. There is always something new to learn with a constant stream of fresh methods and technologies.
  8. 8. Here are the reasons why I (sometimes) hate sales and marketing technology:
  9. 9. And Now for the Hate The cost of these systems often does not lead to a boost in efficiency and/or revenue - because they are not addressing the right strategic challenges. Certain marketing technology solutions seem as if they were developed by people who have never served in a marketing function. Good marketers don’t necessarily make good software designers, so both skills are key. Too many steps are required to complete the functions in some sales and marketing applications. The complexity of the applications often requires hiring internal specialists or expensive outside experts to manage the product.
  10. 10. Now…the Good News The good news about being immersed in sales and marketing technology for so many years, is that I have learned some useful things about how to buy and use these solutions.
  11. 11. Lessons Learned Lesson 1 Technology makes a great servant, but a lousy master. Systems that are so complex/confusing that you are forced to bend your way of doing business are probably not the right fit for you. Processes should lead the technology, not the other way around.
  12. 12. X Output Input Point of Diminishing Returns Lessons Learned Sometimes, too much really is “too much”. The law of diminishing returns states that as investment in a particular area increases, rate of profit from that investment, after a certain point, won’t increase if other variables remain constant. Past that point, the return diminishes progressively. Regarding marketing and sales technology investments - the returns can turn into negative territory. Lesson 2
  13. 13. Lesson 3 Lessons Learned Ease of use is a crucial factor. Products should not come with steep learning curves. I have seen many expensive systems neglected or underutilized because they were too complex for the average user. “Shelfware” collects dust on the shelf from not being used. Unfortunately, there are many online versions of shelfware.
  14. 14. Patience is an essential virtue. Sales and marketing technology is seldom an instant panacea for what ails you. Too often impatient executives pull the plug on new technology because they didn’t get the instant gratification implied by the vendor and (sadly) internal personnel. Lesson 4 Lessons Learned
  15. 15. Reality seldom matches the promise. The 5,000+ Martech vendors all believe their applications can solve your problems in these areas: Lesson 5 Lessons Learned Reduce sales cycle time Who wouldn’t love to achieve all of this? But, it’s best if you go into the process with wide-open eyes and a touch of skepticism. Provide more and cleaner data Segment your target audience Stop sales leakage Automate repetitive processes Generate qualified leads Create and share content with wider audience Cut marketing and/or sales costs Qualify and nurture leads Help you sell more deals
  16. 16. Beware the shiny new object. Find the right balance between a proven solution and new technology. The solution with the most customers may be appealing, but it could be based on an older architecture that gives you less flexibility at a higher price. Read reviews and talk to customers who are using the most current version. Some of the fresh solutions never live up to their hype. Lesson 6 Lessons Learned
  17. 17. I Wish You More Love and Less Hate Click to Read the complete blog article here. Best of success with your marketing and sales technology. I hope your own love/hate relationship is filled with way more love than hate.
  18. 18. We Do This: ❖ Brand building/messaging ❖ Website optimization ❖ Digital Marketing ❖ Content creation ❖ Lead Generation You Get This: ❖ Much greater levels of awareness ❖ Higher quantities of qualified leads ❖ Ability to generate faster revenue info@fusionmarketingpartners.com 719-357-6280 Lots more information at: http://FusionMarketingPartners.com/ http://Greatb2BMarketing.com (blog) Fusion Marketing Partners