Business Development Automation For Manufacturing
Automate marketing and sales because: Humans
Most companies get it at some level now, (although we can all still gain shock value when coming across a website that has probably never been updated since the company’s inception decades ago). There has been at least a decade of objective online data, and resulting sales success to prove it out: an effective, well-implemented digital strategy for both sales and marketing, or business development can lower cost, increase brand value and ROI. Great! And we fire up the computer, grab the trendiest, lowest cost tools and join our favorite social media sites to make it happen.
“But, wait: the strategy? The plan – the marketing and sales plan? Do we have both in place and, better yet, are they integrated to work hand-in-hand with our sales & marketing people? Are we monitoring results in, at least, near-time, to adjust the campaign? Do we even know where our target market is online and what their interests are?”
Still hanging on to decades old business development methods And wondering why they are not helping to grow your Manufacturing business
On another note, consider this: a small-to-mid sized manufacturing company has had some success, yet needs to grow. They have started up well and have a solid product offering. The company has built the business to maybe a million, or a little more. The company has a good reputation, but is not well-known compared to the competition, from whom they want to take more marketing share. They want to grow, but the traditional churn-and-burn methods do not seem to be working. In a worse-case scenario, their outdated website is the simple brochure it has always been; “hey, my son in high-school just added a contact form and created a Facebook page for us.”
So they keep firing and hiring people. Their web marketing people are really just techies with no background in marketing. They sell reworked slug lines of keyword stuffing and link farming that Google shut down a few years ago. This manufacturing business fires and hire sales people, because they should be able to make it happen with that hot email spam list and a phone. Maybe they have a rock star that can sell “ice cubes in the Arctic” and does well. However, this comes with the cost of spending too much of his or her time at the top of the pipeline, cold prospecting and qualifying, rather than nurturing, relationship building and closing. They should be developing relationships, uncovering intelligence on what the prospective customer requires and prove out the ability to meet them; moving them down the pipeline to the close.
The more mid-sized firms are making things happen with a couple of marketing people and a sizable sales team. They have gotten to another level, and want to continue. The old plan worked well, yet why are marketing and sales teams still so disparate from one another? Why do the sales people still get a spreadsheet of contacts, to then import into their mail client, rather than command lead scoring and nurturing intelligence from the interactive campaign integrated into the CRM? What CRM?
Meanwhile, the same companies have streamlined and automated every manufacturing process they can. Optimizing utilization and cost while increasing safety and reducing risk. Every piece of equipment and integrated system in their manufacturing operations are state-of-art.
Why hasn’t their marketing and sales operations been met with the same fervor?
It’s not about the technology, but about the value you are offering to humans
No matter where you are on this subject of business development automation, we make the case that it is not about the technology.
It’s still about great business acumen. It is still about developing a product or service based on an unmet need – or developing a better one based on demand that is poorly met in the marketplace. It is about producing and promoting your products for mutual benefit, applying all of the good things related to trade:
- providing a great customer experience
- building long-term relationships with customers and partners of your brand
- applying integrity and excellence throughout your entire organization, over the long-term
This is what it takes to build something great.
Most importantly – it is how you are demonstrating to your customers and, or stakeholders that you value them, as well as the work you do, as you provide them with an excellent product or service as well as a superb experience at the point of every interaction.
A Doctor, who was Beta-testing a new version of software was meeting with a representative of that company. The rep was fact-finding, seeing how the new technology was performing and how it could be improved. Then, it came down to this: The Doctor said “I want to use your software as little as possible so I can spend as much time as I can with my patients.” Thus, making technology to enhance decisions about pathology and diagnosis as efficiently as possible so patient interaction remained number one. This alludes to why you should consider business development automation.
Familiar with any of these scenarios, requiring a serous look at business development automation? Connect with us to tell us your story and let us know if we can help.
Notice we use “marketing automation” and “business development automation” interchangeably. In the nuts and bolts of these terms, there are integrated, yet distinct roles, as well as technology functions to consider. Bringing them together, along with outfitting your marketing & sales teams for optimal collaboration is necessary for success that yields higher and more cost-effective sales. We also like the term “Pipeline Marketing”, but again, one must understand the difference between marketing activity and sales activity and how the two should work seamlessly together.