Aligning sales and marketing in the manufacturing sector

Help industrial customers see the need for sales and marketing to adapt to technology.

As digital transformation disrupts even the most traditional sectors, technology and data have created an urgent need for technology and data to replace spreadsheets, paper catalogs, and meetings.

Middle East consultancy Marge, with clients across the country, guides industrial and manufacturing clients through the first simple steps to align sales and marketing and the implementation of martech and sales technology. We met her at HubSpot Inbound, where she led a group of sales and marketing meetings.

How it started.

 After college, Murphy went to work for a defense contractor, where she focused on technical sales. As an engineer, she was frustrated because it seemed impossible to apply accurate metrics to the sales and marketing processes. After moving to Dayton, Ohio, she received sales calls from a manufacturing company and kept track of simple things, like the number of calls needed to make a sale.

“It will take another twenty-two years, and here we are today,”.industrial manufacturers and B2B customers to help them analyze the analytical sales and marketing processes that can be analyzed.

Digital transformation in manufacturing. The pandemic has led to the rapid digital aging of industrial B2B. “It’s a generation,” ‘They are often family businesses, but unfortunately in 2011 or 2012, they didn’t even start saying we need to do something else. ‘There was an increase in maturity, but I think COVID opened up a lot. Manufacturers are beginning to wake up. They have processes to control how widgets enter the production line, but no process to guide customers through the purchase cycle.

The attitude was that if it wasn’t broken, it wouldn’t be corrected, But this is no longer realistic. He spoke to us after a call with a customer who helped him switch from 45 different spreadsheets to CRM and automated marketing tools. “Things fell apart,”. This may indicate that the cost of the technology is justified in relation to the losses suffered by inefficient processes.

Sales and marketing silos. The production space does not just reflect the general gap between sales and marketing teams and processes. Part of the hallmark of the space is that they often have outside suppliers and distribution channels. But internal sales teams are generally not integrated ”.

 “I took everyone to a room with a big board and notes to see what they were doing and how they were disseminating the information. As you bring them together in a room and let them decide what to do, presidents, CEOs, and CEOs begin to realize how complicated it is and realize that they need to get out of the silo.

Marketing has information that can make sales more efficient, he explained. The marketing department downloaded information about potential customers who participated in webinars or white papers. “All of this information is available – you just need to open the door to marketing with the right tools.”

Murphy helps his clients work with a variety of tools, including HubSpot, Salesforce, Salesforce Pardot, and Zoho. ‘Many of the instruments are good; The key is to understand how they work together and how their employees will work with them.

For sales, this greatly simplifies the first conversation. “If you go beyond customer service, they will also have the information they need on that platform.” It’s not about forcing them on the same page

Because we care. 

The challenges that verticals in digital maturity are growing are suddenly faced with verticals that have never been truly digital. For the sake of the economy, this vertical course to the right must be followed.

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