The Importance of Technology in Sales

Technology can do a lot to accelerate and simplify your processes and help you create and organize content.

The core is your foundational systems, such as a CRM, marketing automation platform, and content management system. These are the tools that are most vital to your marketing and sales teams’ overall ability to function.

The first step is to understand the tech that is powering your sales and marketing teams. Here are a few questions to uncover what is being used in each department:

• What are the core systems that your sales team uses?

• What are the other systems your sales team uses to integrate with the core system?

• What are the core systems that your marketing team uses?

• What are the other systems your marketing team uses to integrate with the core system?

There’s no lack of sales and marketing tools out there - all trying to make jobs easier. Marketers are on average using more than 12 different tools, and some are using more than 31 tools to manage campaigns and data.

Speaking The Same Language

In business, there’s no doubt we have issues that come up with every day.

The old saying “there’s an app for that” is true also in the B2B space. When a team members within an organization try and address issues as they come. Different systems try to get pieced together (and some don’t integrate at all.)

When systems don’t integrate with one another it can result in sales and marketing teams duplicating efforts or spending time on data entry work.

At Nuscreen we’ve talked to many sales and marketing departments during technical audits that have a laundry list of things they think aren’t working or could be done better - but they never brought it up, because nobody ever asked.

• What is the quality of the integrations in your sales and marketing systems?
• What could be improved?

Defining a Single Source of Truth

Many companies have become obsessed with data. The adoption of tools and tech can happen at any level of organization or department if there’s no set standard for the company. While it’s important to be data-driven as an organization, this can lead to analysis paralysis if all data sets are in separate silos that do not connect to one another. If a data source requires a department head to read and translate - companies will lack a single source of truth that all team members can look towards.

Single Source of Truth: A data storage principle to always source a particular piece of information from one place.

Single Version of Truth: One view of data that everyone in a company agrees is the real, trusted number for some operating data.

Mind The Gap

Once you’ve defined a single source of truth for your organization to turn to when reviewing data and metrics, it’s still important to be mindful of gaps that can and will exist.

• Are there any places you need a solution but don’t have one?
• Are there pieces of your tech stack that you hired to do a certain job but they aren’t doing it well?