The importance of implementing and integrating a sales system with a Digital Marketing strategy.
4 min of readingIndex:
1º What does a sales system need?
2º Elements of a sales system
3º Sales system integration
4º Key tools
5º Impact of a good sales system
6º Common mistakes to avoid
Introduction: If you don't have a sales system, your marketing efforts may be meaningless.
Every day, more and more companies are investing in digital marketing: creating Google Ads campaigns, publishing content on social networks, launching email marketing strategies, etc. However, many of them make a common mistake: they tend to forget that without a structured sales system, all the investment can go down the toilet. The worst comes when egos are inflated when there are KPIs that grow, without any sense.
A sales system is a fundamental part that every company needs. It is an engine that converts opportunities into revenue. When this system is properly integrated with your marketing strategy, your company's growth becomes more predictable, sustainable and scalable.
In this blog, we will go in depth into the need to implement a sales system in a company, what elements it should include, and how it should be connected with marketing actions to achieve real results.
1. What is a sales system and why does your company need it?
A sales system is the set of processes, tools, actions and people that work in a coordinated manner to efficiently capture prospects, nurture relationships and close sales.
It's not about mindless upselling. You need to have a clear, repeatable and scalable process that ensures that every opportunity is handled in the most efficient way, that every lead is treated accordingly and that no potential customer is lost along the way.
Advantages of having a sales system:
● Standardized sales process: Every lead goes through the same process, and receives the same quality of attention.
● Total visibility: You know how to recognize the opportunities that each stage offers you.
● Continuous improvement: You can detect bottlenecks and optimize the process of each stage.
● Scalability: Allows you to grow without losing control of operations.
● Better integration with marketing: Transform traffic and leads generated into effective sales.
2. Essential elements of an effective sales system
A good sales system is not something that can be improvised. It must be built with a clear methodology that addresses all points of contact with the potential customer.
a) Integrated CRM
A CRM is the backbone of your sales system. It allows you to:
● Record all the data of your prospects, something key when you start to have a considerable number of leads.
Segment and classify leads according to their level of interest. This will help you improve the organization of prospects according to the stage they are in.
● Automate follow-up reminders, so you can continue to nurture leads. ● Generate reports. Everything that is measured, can be improved.
b) Definition of the sales process
Having a clear sales process will help you guide your company's salespeople and prospects towards closing the sale. A standard process of a sales system can be:
● Initial contact.
● Lead qualification.
● Personalized value proposition.
● Resolution of objections.
● Closing.
● After-sales and loyalty
c) Team training and coaching
In addition to having your processes well defined, the team must master them to perfection. It is important to carry out periodic training, role-plays and constant feedback sessions. The world of sales is like the gym, every muscle must be trained.
d) Automation of repetitive tasks
It is a way to free salespeople from administrative tasks to allow them to focus on selling.
3. Integration of the Sales System with a Digital Marketing Strategy.
Another very important part is to treat digital marketing and sales as two separate worlds. In reality, they are part of the same ecosystem.
Marketing generates demand, and sales converts that demand into revenue. In addition, feedback between the two departments is vital to optimize results.
a) Defining the Buyer Persona jointly
Marketing and sales must align their vision of who the ideal customer is. This ensures that campaigns attract truly qualified prospects.
b) Create integrated workflows
Example:
● The marketing department launches a lead capture campaign. Leads are automatically entered into the CRM.
The system assigns leads to salespeople according to predefined criteria. ● The salesperson receives alerts and performs personalized follow-ups.
c) Lead nurturing through automation
Not all leads are ready to buy right away. With automated email marketing strategies, you can educate them, mature them and lead them to purchase at the right time.
d) Constant feedback
The sales and marketing departments must be properly informed and cohesive. It is important to be informed about lead quality, common objections, and unmet needs.
Marketing should be adjusted based on the communication of this information to attract better quality prospects.
4. Key tools to integrate marketing and sales
● CRM: In your sales system, you must have a CRM integrated to help you with the process and information of leads. There are many on the market, so you should choose the one that best suits your needs (HubSpot, Salesforce, Zoho, etc).
● Email marketing tools, to nurture leads. They can be ActiveCampaign, Mailchimp or Brevo, among others.
● Sales automation platforms.
● Ad management system, such as Google Ads or Meta Ads, integrated with CRM. ● Data analysis tools and customized dashboards.
5. Real impact of integrating sales and marketing
When marketing and sales work hand in hand, results change dramatically:
● Higher lead conversion rate.
● Reduction of the sales cycle.
● Increase in average ticket.
● Improved customer experience.
● Higher return on every euro invested in marketing.
● Higher lead conversion rate.
The idea is to sell better, work better, with less effort and in a more sustainable way.
6. Common mistakes to avoid
● Working marketing and sales in isolation, without cohesion or coherence between the two departments.
Not having a clear sales process. This mistake is fatal.
● Not using a professional, sales-focused CRM.
● Failure to train the sales team on an ongoing basis.
● Not measuring results and not optimizing the process.
Nowadays, in such a competitive environment, it is not enough just to do digital marketing, or to have a highly motivated team of marketers. What's really important is to have both departments structured, and intelligently integrated into your marketing strategy.
This synergy between attraction, nurturing, conversion and loyalty generates companies that are sales and growth machines.
The approach is not just a matter of choosing between marketing and sales. The important thing is to integrate them in an intelligent way, supported by technology processes and trained people. This is the real competitive advantage.
At Adsual we complement effective marketing strategies, consolidating the entire sales spectrum.
For more information, please do not hesitate to contact us.
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