Future of Marketing and Sales Automation – Parts 3 & 4

How should marketing automation and sales automation come together in the future? What is the difference between CRM, marketing automation, sales automation, and customer experience management?

Find out by listening to this exciting podcast series with

  • Clint Oram, Co-Founder and Chief Technology Officer, SugarCRM
  • Chris Wong, Vice President, Strategy and Product Management, IBM ExperienceOne
  • moderated by Laurence Leong, Senior Director, IBM Alliance from SugarCRM

Clint_Oram_HR Chris Wong pictureBio Picture

In parts 1 & 2 of this podcast series, Chris talked about the SugarCRM and IBM partnership, and how IBM is not only a partner but also a customer. Chris also talked about how he deployed and managed the marketing automation system within IBM, and his views on how to use the marketing automation and CRM system to build relationships with customers. Clint discussed the evolution of the CRM market and how it has grown to be not only sales force automation, but also include marketing automation and all technologies that interface with customers in all stages of their sales cycle.

In part 3, the discussion turns to how marketing and sales can come together more cohesively – not just limited to marketing passing leads to sales, but how sales can leverage the marketing department through the entire process of selling to an individual prospect. Tune in to learn how companies can improve productivity for their sales teams and also be more relevant to the customer. You’ll also hear about some of the integrations available today with Sugar and IBM ExperienceOne.

Here are a few highlights (edited for clarity):

Chris Wong:

  • “It’s now about sales-driven-marketing vs marketing simply passing leads to sales: how do marketing and sales come together more cohesively?”
  • “There is an opportunity to improve productivity for the sales team and also to be more relevant to the customer. Nothing trumps the data more than a sales person sitting down with a customer and understanding what their needs are. What marketing needs is to bring that intelligence back into the marketing systems to make sure that it’s putting the right next content in front of that customer. Done properly – that can help both improve productivity and actually shorten the sales cycle.”

Clint Oram:

  • “Organizations want tighter integration with marketing automation software so the sales person can leverage the marketing department through the process of selling to an individual prospect.”
  • “Sugar is an application for sales people as well as customer service agents that sits in front of literally tens of thousands of customer service agents. Sugar can integrate with IBM ExperienceOne and make real time recommendations to put the right next content in front of the customer.”

Click here to listen to part 3.

In part 4, you’ll hear how technology can be a catalyst for a different relationship that a company can have with their customer and that inside sales reps can have with their marketers. You’ll hear about the rise of the Chief Customer Officer. Finally, you’ll hear how this applies to drive lifetime value of a customer- not just a single customer transaction.

Clint Oram:

  • “The prevalence of Chief Customer Officer / Chief Customer Experience Officer roles is growing. Analyst firms are talking about how the idea of a Chief Customer Officer is now in vogue and is the new way thinking about managing your business and engaging with your customers. What’s driving the rise of the Chief Customer Officer is the move to a digital way of doing business and is why people need to look at that role now.”

Chris Wong:

  • “Technology is a catalyst for a different relationship that a company can have with their customer, and that inside sales can have with the marketer. Many companies are still putting in marketing automation systems for the marketers and sales automation systems for the sales teams. Companies need to step back and look at the whole relationship management process across the organizations.”

Click here to listen to part 4.

How do you see marketing and sales automation coming together? Add your comments below and share your views on twitter by referencing @SugarIBM.


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