Status quo. Believe it or not it exists. And every time we wish to change it we have to face obstacles and hurdles our way. Speaking about businesses and their digital transformation, successful efforts to transform marketing and sales pay off hugely. It is no brainer that when it comes to amending already existing practices companies shall seek and find the most efficient way of making the change. Digital transformation affects all business areas, not only marketing and sales. It should be a primary business focus, especially nowadays.

Improved customer insights

Digital transformation is about better understanding our customers- their behaviour, actions. Knowing such details would allow companies to improve customer experience, provide them with better products/services and not the least generate actionable insights. 

Speaking about marketing and sales, what does this mean? To understand the sales funnel, we have Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL). MQL are leads coming from the various marketing campaigns, while SQL are prospects willing to buy. By tracking the customer journey of the two groups we can better understand their needs and habits and thus create more efficient email marketing campaigns and funnels. Having those insights will surely identify activities that lead to better conversions. If we, of course, take the necessary action.

Compiling customer insights has the power to make the marketing to sales process seamless. Having the tools to measure prospects’ needs and desires, what they are doing and the reason for visiting our site will give us information on how to satisfy their needs in the most proper way. Besides, businesses can also better allocate resources to the respective department to take care of the prospects.

Content delivery

Once upon a time there were newspapers to deliver the news to the masses. With the digitalization even the newspapers went online. Digital transformation turned the focus back on the quality of the content. For companies this means the ability to showcase in a better way what they do. Digital content has the ability to stimulate stronger customer relationships and trust.

Producing content is just not enough. Having the insights into your customers’ journey gives you the possibility to produce just the right content for them right when they need it. Speaking about customer journey, personalized and relevant content can make or break a brand. Accurate content can be used as a path to guide your customer through the decision making process.

New Ways Of Working

Extraordinary times call for extraordinary measures. You are most probably sick of hearing this lately. But it is the truth. We, as a community, are all going there. It is not only the way we do business, but also in the way we work. Some of us are learning on the go- we try and experiment what, when, how and why it works this way. But it’s not just us. Our clients are experiencing the same. They are adapting on the fly. A thing to remember is that companies that are flexible to adapt to digital transformation are the ones who continue to succeed.

What else could be new in this period? Due to the numerous lockdowns we had to learn to work remotely, meet online and create digital workflows. Here we use the help of the numerous tools for data democratizing, content publishing and management of tasks. 

Collaboration is crucial to success. And marketing and sales as the primary department taking care of potential and existing customers are the gatekeepers to triumph. When the standard offline communication channels are no longer the first option, companies turn to online solutions to be able to effectively move and manage all operations. This might be a good thing though. Digital transformation has all the tools and resources available to track and make use of statistics on all levels. It gives us the possibility to make changes on the fly and quickly adapt based on real life data. Digital tools allow us to be on the same page, as a team, running towards the same goal.

Digital transformation is nothing new. The current crisis gave it a push and made its adoption wider and faster, not to say even preferred. We have not anticipated such changes to occur so fast, but instead of fearing the change we can make the most out of the possibilities it has already brought to us. Digital transformation allows us to accomplish all those internal milestones and combine efforts of the marketing and sales teams.