Marketing investments
A feedback loop between marketing and sales triggers a flow of data and information, such as buyer archetypes and behaviors and their impact on conversion rates, allowing marketing to improve the quality of lead generation.
A unified dashboard linked to a CRM platform gives companies a consistent and systematic way to track KPIs between marketing and sales. This connection also allows marketing and sales to develop a consistent strategy for prioritizing and winning accounts. Regular meetings include market monitoring, goal setting, planning ideal customer profiles, and strategizing customer-based marketing.
Perhaps more importantly for internal working relationships, this connection changes the perception of marketing from a quality, nice-to-have feature to a true co-owner and critical function of the sales conversion pipeline. The existence of MQLs creates a quantifiable connection between inbound leads and revenue generation, transforming marketing from a message generator to a targeted engine for tracking specific leads that can generate higher-value sales. This makes marketing activities measurable and easier to understand
