Excellent. What considerations do you take into account when choosing an automation tool?
Posted: Sat Dec 14, 2024 4:33 am
For us, it is key that the tool gives autonomy to the teams , so that we do not have to constantly depend on consultants or the Systems department to make modifications.
In our case, we had experience with another CRM at the beginning. Every change we had to make required months or weeks of work and a significant investment. Then we discovered that with Hubspot, which we were already using, all the software adaptations could be made directly from the interface itself.
At the CRM level, it was just as capable as the other tool. But with the advantage that a marketer, SDR salesperson or account executive could customize the tool to their liking . And we could make changes in a super-agile way without having to do a master's degree, a special certification, etc.
And, although it may seem obvious, it helped us a lot that Marketing and Sales use the same platform. Before, it was difficult to have traceability over the entire process.
If you are interested in knowing all the details, download the CONNEXT 2024 Report
Believe it or not, we have seen many companies where each team has its own tool db center.ukand they do not share information with each other. But we see that Sales Layer has overcome these difficulties.
We've already reviewed the past, now we're going to look at the present. What is the current composition of the Marketing team and what is its role in the company?
We always wanted to avoid Marketing being a “catch-all”. For us, it is a part of our sales engine and plays two main roles. On the one hand, it is responsible for the generation and distribution of valuable content, recognising the importance of both activities. On the other hand, it takes on a more numerical function, focused on the generation of leads and their conversion through different stages, from the initial visit to the qualification as SQL.
And then, the sales department is divided into four areas or sub-areas. The first is the SDR (Sales Development Representatives) and Business Development team. This team is responsible for qualifying the leads that come through Inbound Marketing strategies and working on lists of companies for the outbound channel. Its objective is to proactively reach new companies.
Once this team generates these opportunities, they pass them on to the Account Executive team. They are responsible for taking the lead from a qualified opportunity to the signing of the contract. Qualification is done by mutual agreement between the SDR and the Account Executive, following the criteria we already discussed.
During this process, we also have the Solution Engineering team, which provides technical support to potential clients in their final decision-making phase. They help them understand how to use the tool in real cases, resolve technical queries and support the Account Executive in this process.
Finally, we have the Partner Management team, which manages relationships with our business partners, because approximately 50% of our business is generated in collaboration with them.
In our case, we had experience with another CRM at the beginning. Every change we had to make required months or weeks of work and a significant investment. Then we discovered that with Hubspot, which we were already using, all the software adaptations could be made directly from the interface itself.
At the CRM level, it was just as capable as the other tool. But with the advantage that a marketer, SDR salesperson or account executive could customize the tool to their liking . And we could make changes in a super-agile way without having to do a master's degree, a special certification, etc.
And, although it may seem obvious, it helped us a lot that Marketing and Sales use the same platform. Before, it was difficult to have traceability over the entire process.
If you are interested in knowing all the details, download the CONNEXT 2024 Report
Believe it or not, we have seen many companies where each team has its own tool db center.ukand they do not share information with each other. But we see that Sales Layer has overcome these difficulties.
We've already reviewed the past, now we're going to look at the present. What is the current composition of the Marketing team and what is its role in the company?
We always wanted to avoid Marketing being a “catch-all”. For us, it is a part of our sales engine and plays two main roles. On the one hand, it is responsible for the generation and distribution of valuable content, recognising the importance of both activities. On the other hand, it takes on a more numerical function, focused on the generation of leads and their conversion through different stages, from the initial visit to the qualification as SQL.
And then, the sales department is divided into four areas or sub-areas. The first is the SDR (Sales Development Representatives) and Business Development team. This team is responsible for qualifying the leads that come through Inbound Marketing strategies and working on lists of companies for the outbound channel. Its objective is to proactively reach new companies.
Once this team generates these opportunities, they pass them on to the Account Executive team. They are responsible for taking the lead from a qualified opportunity to the signing of the contract. Qualification is done by mutual agreement between the SDR and the Account Executive, following the criteria we already discussed.
During this process, we also have the Solution Engineering team, which provides technical support to potential clients in their final decision-making phase. They help them understand how to use the tool in real cases, resolve technical queries and support the Account Executive in this process.
Finally, we have the Partner Management team, which manages relationships with our business partners, because approximately 50% of our business is generated in collaboration with them.