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Difference Between
Marketing Automation and
Sales Automation
Business Platform Success
We design, build, and manage business
platforms by leveraging DataStax,
Sitecore, Salesforce, Quickbooks and
other cloud software.
Table of Contents
● Marketing Automation
● Sales Automation
Marketing Automation
● Marketing Intelligence
● Marketing Automation
● Advanced Workflow Automation
Marketing Automation
● Marketing Intelligence
○ Tracking codes
■ Email
■ Social Media
■ Web pages
○ Multiple link analysis
■ A | B Analysis
Marketing Automation
● Marketing Automation
○ Objectives
■ Fill top of funnel
■ Create leads to prepare to hand off to sales
○ Lead activity based scoring
○ Drip campaign messaging
■ Email
■ Social Media
Marketing Automation
● Marketing Automation
○ “Marketing Automation involves multiple areas of
marketing and is really the marriage of email marketing
technology coupled with a structured sales process.”
(Marketing Automation)
Marketing Automation
● Advanced Workflow Automation
○ Automation
■ Internal marketing processes
■ Operational efficiency
■ Business rules
● Automatically triggers sales/marketing related tasks
○ Budgeting and Planning
○ Workflow and approvals
○ Marketing calendar
○ Internal collaboration
○ Digital Asset Creation
Marketing Automation
● Functionality
○ Development and Analysis
■ Marketing campaigns
■ Customers
○ Marketing campaign management
○ Appropriate customer data organization and storage
○ Updating contacts from leads to customers
Marketing Automation
● Functionality
○ Most marketing automation platforms offer:
■ CMS
■ Hosted webforms
■ Landing pages
■ Analytics
■ Email platform
Sales Automation
● Automates business tasks of sales
○ Order processing
○ Contact management
○ Information sharing
○ Inventory monitoring and control
○ Order tracking
○ Customer management
○ Sales forecast analysis
○ Employee performance evaluation
Sales Automation
● Sales Automation Management Process
○ Objectives
○ Factors
○ Control processes
■ Time frames
■ Constrained contexts
● Customers
● Markets
Sales Automation
● Sales Automation Metrics
○ Time management
■ Estimated time versus actual time
○ Call management
■ Plan for customer interaction
○ Opportunity management
■ Measuring tools used by reps
■ Compliance with process by reps
○ Account management
■ Multiple opportunities with same client
Sales Automation
● Sales Automation Metrics
○ Territory management
■ Number of reps vs number of clients
○ Sales force management
■ Training / Coaching
■ IT Systems
■ Control
Sales Automation
● Sales Automation Software Processes
○ Campaign Sequence
■ Trigger
● Status
○ Customer Relationship Management
■ Campaign
● Increase LTV
○ Service
■ Campaign
■ Increase LTV
Sales Automation
● Sales Automation Software Processes
○ Built In Marketing Automation Tools
■ Metrics
■ Campaign Sequence
Sales Automation
● Sales Automation Metrics
○ New Leads
○ Advance Ratios
○ Close Ratio (Conversion)
■ Same month close
■ Overall close
○ Volume
○ Revenue
○ Gross Profit Margin
○ Activity
References
● Marketing Automation
○ http://en.wikipedia.org/wiki/Marketing_automation
○ Personal experience
● Sales Automation
○ http://en.wikipedia.org/wiki/Sales_force_management_syste
m
○ http://www.webopedia.com/TERM/S/Sales_Force_Automatio
n.html
○ Personal experience
Data & Analytics
Cassandra, DataStax, Kafka, Spark
Customer Experience
Sitecore
Information Systems
Salesforce, Quickbooks, and more
www.anant.us | solutions@anant.us | (855) 262-6826
3 Washington Circle, NW | Suite 301 | Washington, DC 20037

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Marketing Automation vs Sales Automation

  • 2. Business Platform Success We design, build, and manage business platforms by leveraging DataStax, Sitecore, Salesforce, Quickbooks and other cloud software.
  • 3. Table of Contents ● Marketing Automation ● Sales Automation
  • 4. Marketing Automation ● Marketing Intelligence ● Marketing Automation ● Advanced Workflow Automation
  • 5. Marketing Automation ● Marketing Intelligence ○ Tracking codes ■ Email ■ Social Media ■ Web pages ○ Multiple link analysis ■ A | B Analysis
  • 6. Marketing Automation ● Marketing Automation ○ Objectives ■ Fill top of funnel ■ Create leads to prepare to hand off to sales ○ Lead activity based scoring ○ Drip campaign messaging ■ Email ■ Social Media
  • 7. Marketing Automation ● Marketing Automation ○ “Marketing Automation involves multiple areas of marketing and is really the marriage of email marketing technology coupled with a structured sales process.” (Marketing Automation)
  • 8. Marketing Automation ● Advanced Workflow Automation ○ Automation ■ Internal marketing processes ■ Operational efficiency ■ Business rules ● Automatically triggers sales/marketing related tasks ○ Budgeting and Planning ○ Workflow and approvals ○ Marketing calendar ○ Internal collaboration ○ Digital Asset Creation
  • 9. Marketing Automation ● Functionality ○ Development and Analysis ■ Marketing campaigns ■ Customers ○ Marketing campaign management ○ Appropriate customer data organization and storage ○ Updating contacts from leads to customers
  • 10. Marketing Automation ● Functionality ○ Most marketing automation platforms offer: ■ CMS ■ Hosted webforms ■ Landing pages ■ Analytics ■ Email platform
  • 11. Sales Automation ● Automates business tasks of sales ○ Order processing ○ Contact management ○ Information sharing ○ Inventory monitoring and control ○ Order tracking ○ Customer management ○ Sales forecast analysis ○ Employee performance evaluation
  • 12. Sales Automation ● Sales Automation Management Process ○ Objectives ○ Factors ○ Control processes ■ Time frames ■ Constrained contexts ● Customers ● Markets
  • 13. Sales Automation ● Sales Automation Metrics ○ Time management ■ Estimated time versus actual time ○ Call management ■ Plan for customer interaction ○ Opportunity management ■ Measuring tools used by reps ■ Compliance with process by reps ○ Account management ■ Multiple opportunities with same client
  • 14. Sales Automation ● Sales Automation Metrics ○ Territory management ■ Number of reps vs number of clients ○ Sales force management ■ Training / Coaching ■ IT Systems ■ Control
  • 15. Sales Automation ● Sales Automation Software Processes ○ Campaign Sequence ■ Trigger ● Status ○ Customer Relationship Management ■ Campaign ● Increase LTV ○ Service ■ Campaign ■ Increase LTV
  • 16. Sales Automation ● Sales Automation Software Processes ○ Built In Marketing Automation Tools ■ Metrics ■ Campaign Sequence
  • 17. Sales Automation ● Sales Automation Metrics ○ New Leads ○ Advance Ratios ○ Close Ratio (Conversion) ■ Same month close ■ Overall close ○ Volume ○ Revenue ○ Gross Profit Margin ○ Activity
  • 18. References ● Marketing Automation ○ http://en.wikipedia.org/wiki/Marketing_automation ○ Personal experience ● Sales Automation ○ http://en.wikipedia.org/wiki/Sales_force_management_syste m ○ http://www.webopedia.com/TERM/S/Sales_Force_Automatio n.html ○ Personal experience
  • 19. Data & Analytics Cassandra, DataStax, Kafka, Spark Customer Experience Sitecore Information Systems Salesforce, Quickbooks, and more www.anant.us | solutions@anant.us | (855) 262-6826 3 Washington Circle, NW | Suite 301 | Washington, DC 20037