Part 6 in our Full Funnel Mandate Video Series addresses the challenges teams face without marketing automation, sales enablement, data, and AI support. A small investment in the right support allows teams to quickly become competitive with mature automated organizations and to achieve significant ROI.
(Watch Time – 5:00)
Summary
This video addresses the challenges teams face when they lack proper marketing automation, sales enablement, data, and AI support. This creates significant barriers including team burnout, time wasted troubleshooting errors, lack of clean data for insights and reporting, and struggles with sales-marketing alignment. A small investment in the right support allows teams to quickly become competitive with mature automated organizations and to achieve significant ROI.
Transcript
What challenges do teams face without proven marketing automation, sales enablement, data, and AI support?
The Hidden Cost of Under-Resourcing Your Salesforce Admin
We’ve established that success alignment in mature automation now requires a dramatically increased content and campaign workload supporting both the go to market and customer funnels, deploying multiple skills and daily execution from strategy and creative to optimizing and managing tech stacks, and the implementation of multiple new processes and tools. So what are the top barriers and limitations that you create for your team when you only fund a Salesforce admin and don’t also supply the required automation and sales enablement support they need.
Burnout and Loss of Focus Across Your Marketing Team
The first barrier you create is that you limit your team’s ability to focus on top priorities and diminish their passion, which is leading to increased burnout across your marketing organization. This burnout is happening at historic rates with multiple negative impacts. And at a high level, fifty percent of marketers state they feel overwhelmed and emotionally exhausted due to this constant pressure to innovate and produce, especially while trying to do more with less.
The Tech Overload Factor Overwhelms Team and Hurts Productivity
And the time spent managing these technologies is both a direct and indirect contributor to this constant pressure for two reasons. Fifty five percent of these marketers feel overwhelmed and distracted by the number of tools they need to learn, master, and manage, and close to seventy five percent blame the lack of focused work time on their primary functions as their top reason for feeling overwhelmed. Ultimately, very few professionals that get into marketing and sales do it because they’re passionate about managing tech stacks and becoming plumbers for data and system optimizations. So beyond decreasing your team’s focus on top priorities, this lack of automation support also diminishes your team’s overall value and strength with four additional compounding tactical and technical barriers that continue to accumulate over time.
Poor Implementation Hurts Short Term Results and Creates a Broken Foundation for Long Term Success
First, without a clean implementation as a solid foundation, your team wastes time troubleshooting system errors and broken automations. They can’t turn great strategies into daily tactics and great content into automated buyers’ journeys, and this negatively impacts your buyer experience and brand.
Lack of Optimization Leaves Powerful Features Unused
Then after the initial implementation, most organizations don’t know what they don’t know. Teams lack a resource with the proven knowledge base to optimize technology and effectively customize specific processes. They don’t use the appropriate software features, apply the right data workflows, and deploy best practice automations for lead nurturing, trade shows and events, account based marketing and personalization, triggered conversions, and you can’t support revenue growth with adoption, upsell, cross sell, and retention campaigns. Without optimization, you struggle to create higher quality leads and your team’s hard work, lead gen efforts, and top of funnel spend across channels are not maximized.
Dirty Data Undermines Insights, Reporting, and AI
Next, with that proven data governance support, your teams will lack the clean and unified data they need for competitive insights and the ability to create accurate and reliable dashboards and reporting, buyer personas, look alikes, marketing and content attribution, return on marketing investment. In long term, you’ll struggle with advanced AI deployments.
Sales and Marketing Misalignment Caps Your Revenue Potential
Finally, as you transition buyers back and forth between marketing and sales, you’ll struggle with alignment and never maximize the full potential of your entire tech stack because you will struggle to enable sales on a daily basis with lead scoring, prioritized call list, triggered buyer intent alerts, prospect intelligence, daily activity tracking and recommendations, additional third party integrations, micro campaigns, and full adoption of all the tools Salesforce offers to increase productivity.
The Good News: Most Teams Are Closer Than They Think
So while it can seem daunting to get all the right parts required for success assembled in the right order, it’s important to remember that most teams already have eighty percent of the tools and talent they need. So with a small investment in the right support, most teams can quickly become competitive with even the most mature organizations that are in the process of automating eighty percent of the sales and customer funnel. And with this support, your team can ultimately achieve the ROI and cost savings, automation, sales enablement, effective AI, and clean data now make possible.
