Good morning, do you oversee any sales tech platforms? 

Last October, Forrester VP Caroline Robertson said her firm predicts 50% of B2B marketing organizations will transition their sales enablement efforts to the marketing department. 

“The organizations in which sales enablement reports to marketing are exceeding revenue expectations more frequently,” said Robertson. But to make it work, the Forrester VP emphasized the need for organizations to arm their sales reps with a modern toolset. 

“Tools that drive better efficiencies, effectiveness and better experiences for buyers — these tools help sellers deliver personalized experiences at scale, increase seller preparedness for each interaction and capture and automate data collection,” said Robertson.

One company that has had success implementing a sales engagement platform is The SALT Group, a financial services firm. The company wanted to triple its revenue in three to five years time, but was lacking the necessary sales enablement infrastructure to make it happen, says Darryl Praill, CMO for the sales engagement platform VanillaSoft. 

Praill offered up an overview of how The SALT Group came to implement a sales enablement platform and the results they experienced during his Discover MarTech presentation in April. By having a sales engagement platform in place, Praill says the company was able to onboard sales reps dramatically faster — and that the platform’s data and analytics tools made it possible to quickly identify high performers and then leverage their skills to cross-train the sales reps who were not hitting the same goals.

According to Gartner, in a post-pandemic world, an effective customer experience will depend on tighter alignments between the marketing and sales organizations across the customer buying journey: “To this end, process maps detailing how different functions interact with one another will be crucial to deliver the ‘right’ content at the ‘right’ time to customers.”

There’s more below, including Hawksearch’s new site-search and recommendation tool for e-commerce brands. 

Amy Gesenhues,
Senior Editor

 
 
 

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MarTech Minute
 

Hawksearch looks to increase conversions and reduce customer service call volumes with new site-search tool

Site search and recommendation platform Hawksearch has released Search Information Manager (SIM), a martech product that helps connect the data between an organization’s PIM, ERP or e-commerce system with its website visitors — aiming to create more meaningful, relevant site searches that lead to higher conversion rates, more sales and reduced customer service call volumes. “The SIM further normalizes the base product data and marries it to a schematic normalization of the phrases that site visitors use to search,” reports Hawksearch. 

Why we care: E-commerce companies have experienced a surge in website traffic during the pandemic. But to compete — and effectively close the sales loop with customers — it’s important retailers are able to surface relevant products when a consumer performs a search on their site. If not, the surge in e-commerce traffic doesn’t do much good in terms of impacting the bottom line. This is where technology like Hawksearch’s SIM can make a difference by helping to serve up relevant product searches and recommendations. 

In other martech news …

 

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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

Now’s the Time to Make the Data-Driven Organization a Reality – CMS Wire

‘Still dreadful, but trending in the right direction’: Digital ad spend began recovering in May – Digiday

CTV/OTT Streaming Video Ads—Are You More Exposed To Fraud? – Forbes

51% of marketing professionals expect virtual events to stick around, survey finds – Marketing Dive

Recession-proof your software engineering career – TechCrunch

Facebook’s TransCoder AI converts code from one programming language into another – VentureBeat

YouTube tries to become more transparent with in-depth guide to monetization – The Verge

Dentsu: On The Road To Recovery, Marketers Look For Agility – AdExchanger