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New customer journeys require sales and marketing alignment
In the digital era, B2B buying behaviour has changed: 50 to 70% of the purchasing process is done online through self-education. Hence, the Marketing department is playing a more significant role in supporting this new buyers journey. Traditional CRM processes and tools do not support this (r-)evolution. Hence, new marketing automation platforms like HubSpot have emerged.
The impact of these (r-)evolutions cannot be underestimated. This is not about a new tool being introduced to the marketing department. No, this is about being customer centric, and about rethinking the customer's journey, where both sales and marketing closely collaborate as to ensure that strangers in the end become promoters of your brand.
Many companies, also those who have already adopted these new customer journeys, are still struggling with the alignment between sales and marketing. These problems are caused by the fact that the sales department is working on their CRM environment, while the marketing department is working on their marketing automation tool, without any integration.
Hence, getting that alignment between sales and marketing also has an IT angle. A good API integration should contain at least an integration of master data like leads, contacts and customer, but also need to have process integration (e.g. create a task for a sales rep in the CRM system when a lead has been created in HubSpot), and a view on marketing campaigns.
For companies running on SAP Cloud For Customer (SAP C4C), an connector exists that can seamlessly connect with HubSpot.
Are you interested in aligning your Marketing, Sales and Service teams? Check out this e-book and discover why and how you can do it.