Aligning Sales and Marketing with Dynamics 365

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It’s a problem that affects far too many organizations across different industries - marketing and sales teams often function as siloed forces pulling in different directions. Marketing usually generates leads and makes them available for sales, but is excluded from participating in further actions.

This causes holes in feedback continuity, as sales teams often act on their own, revealing little about what got the client’s attention or how to focus on targeting in the future.

In order to solve problems such as a lack of shared understanding of the buyer, inconsistent processes for lead qualification, lost leads during handoff and lower sales revenue, Dynamics 365 creates a unified platform for every employee and automates tasks in order to allow for greater efficiency and integration.

These are the questions D365 focuses on when it comes to aligning sales and marketing efforts:

Who are we targeting?

The initial step in the process of getting company departments on the same page is probably the most important one – getting a 360-degree view of the customer, their preferences and past behavior can mean the difference between converting an opportunity and missing out on one. With Dynamics 365, it’s really easy to find out the most recent news about your client’s organization or uncover insights about the most relevant industry trends. As one of our blogs explains: “Dynamics 365 works thanks to Microsoft’s cloud-based Azure infrastructure and uses connectivity to its advantage by providing real-time, regularly updated information about customers. The transition between sales, marketing, and operations is, therefore, a smoother and less time-consuming experience”. Equipped with the best possible information about the customer, marketing and sales can direct their attention towards the same goal.

How are we prioritizing leads?

In order to ensure the proper lead handoff between marketing and sales, organizations need to somehow gauge the value of each lead. To put it differently, sales and marketing need to be on the same page when the decision is made to classify a lead as ready to progress to sales.

Dynamics 365 is built to factor in multiple elements during the customer’s journey towards your product or service – specific demographics, preferences, past interactions, activities and actions are all tracked and combined into a score which is unified across departments. This way, marketing benefits by having an objective, precisely defined goals to work towards, while sales benefits by having an extremely reliable pipeline of high-quality leads.

Fine-tuning: Are we on the same page?

Given the fast pace of technological advances, customer sentiment changes and growing pressures from the competition, organizations have to constantly fine-tune and improve their products and services. Fine-tuning requires a great deal of synchronization and subtle course changes, which wouldn’t be possible without a single source of truth and a platform which can track and measure department efforts with precision. With Dynamics 365, teams can be aware of every company initiative and understand their role without the burden of having to sift through siloed data.

If you are intent on synchronizing business processes between sales and marketing, you should be aware of the fact Microsoft Dynamics 365 for Marketing is built on the same platform as Microsoft Dynamics 365 for Sales. Using numerous intelligent business applications in Dynamics 365, you can achieve better alignment across business processes and departments. Find out about the powerful integration capabilities of D365 by browsing our website. With the support of Merit Solutions, you can easily focus all your efforts towards a common goal.

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