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The 3 biggest problems holding back your sales and marketing plan

Posted by John Aikin
on January 6, 2018

Marketers have their fair share of problems, but using old marketing tactics won't work with new buyers that can control their content. Without effective sales and marketing strategy assistance or the ability to turn ecommerce marketing ideas into consistent revenue streams, obstacles can impact them negatively. Let's explore new fixes for old marketing problems.

1) Inability to Accurately Track ROI

Sales and marketing teams don't usually have transparency. Oftentimes they are separated, and issues they face aren't typically addressed. Even with increasingly sophisticated and complex analytics, they struggle to communicate and accurately interpret return on investment (ROI).

How to fix it

Businesses need solid reporting from tools like Databox for real-time reporting dashboards to track progress within the funnel. Additionally, to build effective strategies, ask what content marketing should accomplish and then decide on how to measure ROI.

For lead generation from blogging, Neil Patel suggests confirming conversion paths are tracked accurately with Google Analytics. If its social media, consider Twitter Analytics or BuzzSumo.

2) Incorrectly Interpreting Sales Data

A marketing challenge CMOs face is correctly aligning sales and marketing teams. Neither marketing nor sales understand what's happening with the other.

How to overcome it

Focus on smarketing which is the ability to integrate marketing with sales processes. Ensure teams have common goals and objectives through frequent meetings that share data and customer campaign information and use closed-loop reporting tracking sales success.

3) Inability to Track Leads

Marketing managers want to convert traffic into leads, but it's often a gamble hoping the target market responds. With insufficient reporting, breakdowns occur and results are scattered or too broad.

How to fix this

HubSpot states that inbound marketing can deliver 54% more leads. Marketers may want to ditch their old playbooks and use inbound marketing features. Because buyers can now block unwanted communications, inbound methodologies align your content with buyer interests.

To achieve this, focus on:

  • Building buyer personas - tailoring targeted content through SEO, blogs, and social media
  • Building trust and value through CTAs, forms, and landing pages
  • Using email automation with relevant content through emails, lead scoring, CRMs
  • Engaging and customizing customer experiences through smart content, transactional emails, and reporting analytics

Use comprehensive reporting to help interpret campaign results and improve team marketing strategies. HubSpot suggests report data include conversion rate optimization (CRO), click-through-rates (CTRs) and call-to-action (CTAs).

Bottom Line

By integrating these new processes, marketers can quickly resolve old problems. Effective marketing should have a strategy for website conversion. Utilize tools like HubSpot templates and marketing plan templates to help with effective conversion rate optimization to further optimize marketing processes.

Check out these Sales Strategy Examples for more ideas! 

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