5 REASONS SME'S NEED MARKETING AUTOMATION

McRae and Company

Small Companies and Sales/Marketing

• How do executives managing companies with a turnover of less than £100m view sales and marketing? – Generally as a black hole with limited visibility of

how investments at different stages of the sales and marketing pipeline make most difference to sales.• But it doesn’t have to be so dark. • Marketing Automation platforms reveal where and how

investments throughout the pipeline lead to sales growth.

Here are 5 reasons how Marketing Automation can transform sales in marketing in SMEs.

Reason #1• Big money goes into sales

and marketing. – For a typical organization,

about 30% to 40% of top-line spend goes into generating sales.

– With so much money being poured into these investments, they need to be well understood and their impact closely tracked.

• With Marketing Automation, you can.

Reason #2• A closed sale is the end of a

long sales pipeline, not the start.

• A lot of companies can see what happened at the last slice of the sales funnel when a deal closes. – But to truly understand why that

deal closed, you need to view the buyer’s entire journey and all the touch points that influenced the sale along the way.

• With Marketing Automation, you can.

Reason #3

• Marketing Automation gives you the ability to plan ahead. – Once you know what

investments are pushing leads through your sales and marketing funnel, you can focus investment on them and start measuring the impact on sales two or three quarters out.

• It’s not just about reacting. – It’s about actively

planning ahead

Reason #4

• You can identify your biggest problems. – Instincts might tell you

to hire more field sales reps, but is the clog you’re experiencing really at the bottom of your sales funnel?

• Marketing Automation pinpoints the pain in your sales cycle so that the investments you make are solving the actual issues, not adding to them.

Reason #5

• You can benchmark performance internally and against your peers with solid, ongoing analysis. – You might feel like your

sales cycle is too long, but how do you know?

• Marketing Automation helps you get a grip on the velocity of your sales cycles.

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