Enough already about the metrics. (Page views, follower counts, etc. ). Many companies want to sell their services based on these numbers, but ultimately these numbers have to translate into sales. This picture came to light to me with Facebook. I have tried repeatedly to make Facebook ads work for me by using their segmentation and ads. It is a very robust system, but in the end, my numbers went up but those individuals were never going to do any type of business with our company.
If numbers are never tied to sales, new accounts, and client feedback, frankly they are just numbers and there is not much meaning in numbers. Herein lies my issue. I keep looking for the perfect system to tie all of this information together in a clean way. My dilemma is I cannot find such a system. This process is a lot of work and I continue to work at putting a hybrid system together to make it work. I am in the early phases of this project, but I think it is worth pursuing. The more I listen to company sales representatives, the more I believe I am on the right page.
Company Representative – “What type of goals are you looking for out of your system?”
My Answer – “I want to build an audience both locally and nationally
Company Representative – “Well we can really help you with your mobile piece to build an audience locally”
My Answer – “What about nationally?”
Company Representative – “We have a CRM Product that can help you”
The conversation always throws another product as a solution. No one has ever taken the time to see how these pieces can really address the topic of attracting clients both locally and nationally. Other companies will typically throw in comments about “Facebook Advertising” at this point in the conversation. My point is that marketing, sales, and client service need to come together more now than ever.
Looking toward 2017.
I am basically starting from scratch and I am looking at ways to bring sales, marketing, and client service together.
- System standpoint
It is imperative that all representatives be able to work with systems that meet their needs. I believe I am going to need a best of breed approach to making this integration work. It is tough to find a system that can address current clients, sales activities and marketing processes at the same time. All of these systems must work with each other. Today, I spend so much time validating data from one system to another, frankly, I don’t have that kind of time and I need to find a way that maximizes my time in this area.
- People Standpoint
Too often these groups work in silos, independent of each other. Most of this is because of the fact that they use their own systems to manage their processes. As a result, there are a number of inefficiencies and lack of communication between the different groups. It is going to take a lot of work here, but I think it can happen if time is taken to build a system that keeps the needs of each of these groups in mind as part of a collective process.
I don’t have the answers here, just a suggestion
I want to apologize for not giving you some type of resolution to this topic. Most articles I read these days point to someone’s great product or service. I only bring up this topic to make people aware of my views and hopefully give you a point of view of how I see the whole spectrum of marketing changing course quite substantially over the next few years. I think social media really brought this whole issue out in the open and now it is up to marketers, salespeople, managers, partners and owners to come together and discuss these hard issues and look for better ways to manage this process in the future.