For big and small companies alike, capturing leads and converting them into sales-ready prospects is essential for growth. Traditional marketing techniques rely on either broad, sweeping distribution or the painstaking work of identifying and categorizing an audience. This is not only inefficient, but also ineffective. By transitioning to an automated approach, you are able to better serve your customers by sending targeted content based on user behavior and interests.

In a study by the Lenskold Group, 78% of successful marketers cited marketing automation systems as most responsible for contributing to revenue. This is a very significant statistic because it shows you that despite the time, and effort, and challenges it can take to set a complete system up, the money you will get back from it is 5, 10, 20 fold. This is the full marketing automation suites rather than the single tools. It’s quite difficult to measure exactly how using multiple single tools contributes to ROI in a large team.

Marketers do the work to build actionable buyer personas and understand customers – hopefully by interviewing customers and buyers so they have a well-rounded perspective vs. the one-off views sales gets from talking to buyers already well through their buying process.

Revenue Performance management, however, connects these traditionally siloed teams with aligned goals. The workforce – not just sales – are linked to compensation plans with a connected target. This creates a revenue engine, with different teams connected via the same incentive structure – maximizing revenue and supercharging opportunities for growth.

To make your job as a marketing manager easier, you need your team’s activities to be customer focused, sales oriented, and measurable. Your goal is to realize effective campaigns to generate leads. You also want to be able to assess how well your activities worked. What you need is a marketing automation tool. In this blog we explain what exactly marketing automation is, how it will improve your work.