More than a third of marketers don’t know how to use data for decision-making.
Between not knowing which data is useful and how to interpret the data that is, marketers are left with a mountain of information they’re not quite sure how to climb.
The good news is that you’re already collecting data you can leverage to make analytical decisions about your business and its sales and marketing strategies.
Selling is a lot easier when you know the ins and outs of the product you’re trying to sell. Imagine convincing someone to buy a house without knowing the square footage, location, or year it was built. Pretty impossible, right?
Sales enablement takes that same logic and applies it to B2B sales. It aims to predict buyer expectations so that the sales team is better equipped with the information they need to help them sell.
According to Gartner, a sales enablement program provides teams with the materials and processes that support a knowledge-based approach to sales. This can range from content, to training and educational resources, to the use of technologies to help empower the sales force to close more deals.
But implementing a sales enablement program is only half the battle. The other half is being able to measure its effectiveness.
Across all industries, small businesses want the same thing from their CRM. They want workflows that can build better customer relationships and grow sales opportunities.
The proof is in a recent analysis of Gartner small business data that highlights the biggest CRM struggles for small businesses.
According to the data, 37 percent of SMBs said that their biggest CRM pain point was unorganized work flows, while 29 percent said that it was not being able to properly follow up on leads.
If you want a successful CRM implementation, I’ve got one word for you: data.
Data is an integral part of business functions that drive decisions and improve operations. Sales teams need an accurate and holistic view of their data to be able to assess performance, plan for the future, and get an advantage over competitors.
The challenge is collecting, organizing, and presenting the right data.
Your customers are looking for a relationship. But they’re not on Tinder or Bumble or eHarmony scoping out potential beaus. They’re looking to build these relationships with brands and businesses.
A recent Gartner report (available to clients) says that one of the five distinguishing factors of the next generation customer is the need for a reciprocal relationship. For the customer, this means regular engagement, being heard, and dealing with organizations that support the causes they care about.
Businesses that don’t put in the effort to build customer relationships struggle to maintain customers. According to a survey from Wantedness, 79 percent of customers in the United States will consider only brands that show interest and understanding in them.
Recruiting new customers is five times as expensive as retaining current ones. Businesses need to invest more time in building relationships with existing customers to avoid the excessive cost of customer churn.