Marketing and Sales have always had to work together. It’s a game. Marketing is the point guard, setting up the play and passing the ball to the sales team at the perfect moment for the slam-dunk. But, setting up that “perfect play” is often easier said than done.
One of the main hardships of being unable to streamline the marketing and Sales process has to do with content. In fact, 41% of salespeople don’t know which marketing content to use, how to use it, or when to use it. Understanding which content to use and when to use it is a key element in every customer touch point. Luckily, there is a tool that can help solve this problem.
So, what is this magical formula that will help your sales and marketing team work better together, increase the effectiveness of your campaigns and help convert more prospects into paying customers? The answer is in the process called eDetailing.
eDetailing is a great tool for all industries, but for these purposes, let’s take the pharmaceutical industry as an example. Rutger Business School defines eDetailing as a: “broad and continually evolving term describing the use of electronic, interactive media to facilitate sales presentations to physicians.” This “interactive media” puts the right content before the physician’s eyes at the moment they need it most.
Imagine that the only thing your sales rep needs when on sales call is an iPad with eDetailing software containing all of the content they need right at their fingertips. As the rep learns about customer needs and preferences on sales call, they can share product information and educational assets that are relevant to the physician. While showing the physician your product and proving your value, the customer is telling you what is important to them, and this gets relayed back to the marketing team for further campaign improvement.
eDetailing allows the customer to interact with the content as they explore the features of the product. This helps improve the rep’s relationship with the customer and leaves them feeling more understood and satisfied with the sales call.
Data is collected in real-time and sent directly to the CRM, enabling the marketing and sales team to better target and nurture leads with more targeted content.
This data is then used by marketing to roll out new content in email campaigns, Web portals, and other assets that will be used by marketing to improve campaign performance.
All of this means one thing: increased revenue for your business and showing results for the bottom line.
If you want to create that “perfect play” every time, eDetailing will connect the dots between your marketing and sales team, allowing them to work more efficiently to give your customers a better, more personalized and engaging experience.
Are you connecting your marketing and sales teams with an effective eDetailing solution? Perhaps it’s time to consider a sales enablement tool to enable your sales team even more.
