 Marketing, Sales and Information Technology – They Go Hand In Hand:
Marketing and sales efforts must be systemized in order to continually generate qualified leads and consistently close as many of those leads as possible. But systemization is virtually impossible without the strategic use of information technology.
It wasn’t long ago that sophisticated technology was cost prohibitive for small and mid-sized businesses, and only available to larger companies. However, strategic technology is now accessible to small and mid-sized businesses due to a number of developments over the past decade: open source, web based applications, the internet, hosting platforms, low cost computing processing and network bandwidth, off-shore development resources. The playing field has been leveled.
Some key technology initiatives any organization – big or small – should adopt to support the marketing and sales functions, are:
CRM
To systemize business development efforts, organizations must maintain a data base of prospects, track those prospects through the sales process, and generate an accurate sales forecast. This capability is commonly referred to as “CRM” – Customer Relationship Management.
CRM systems were once big and expensive. However, with open source (e.g. SugarCRM) and hosted (e.g. Saleforce.com) options, this technology is now accessible to any organization.
Internet Marketing
For most businesses, if you don’t have a well planned and executed internet marketing strategy, you’re missing out on opportunities each and every day.
Internet marketing goes beyond having a first or second generation web site – which is essentially an electronic brochure. You must now think in terms of interactive, multi-media sites that educate target prospects. Due to open source platforms such as Joomla, these sites can be developed at an acceptable price point for small and mid-sized businesses.
In addition to an interactive web site, an effective internet marketing strategy should include:
- Search engine optimization and possibly internet advertising (e.g. Google Adwords) to make sure your site is found.
- Integration with appropriate social media sites such as Facebook or LinkedIn to engage communities of interest.
- Analytical tools such as Google Analytics to monitor web site traffic and how well your site converts into sales.
Electronic Communications
Blogs and e-bulletins/newsletters offer a low cost, easy to execute way in which to consistently “touch” prospects.
There are numerous tools for on-going electronic communication; examples are WordPress (open source blogging software) and Constant Contact (monthly fee based e-mail distribution platform).
Strategic Applications
Customized software that improves relationships with existing customers, or makes it easier for prospects to buy, can result in a significant point of differentiation. Examples are configurators, web based referral forms, on-line ordering or inventory inquiry, notifying prospects of up-coming events on their mobile devices, etc.
These innovative, game changing applications can now be developed by small and mid-sized businesses. The possibilities are endless – you just need to think in terms of creating a competitive edge.
In summary:
1. To systemize marketing and sales efforts, you must leverage readily available information technology.
2. Strategic technology is available to small and mid-sized businesses. There are no barriers or excuses. Take advantage of what these technologies have to offer – and optimize your marketing and sales efforts so they drive sustainable revenue growth.
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