Making it easier for sales to access insight.

The collection and analysis of client data has become more scientific, thanks to the rise of digital marketing and the attribution that can therefore be applied to measuring engagement and ultimately ROI. Let’s assume this part of the process is covered off, leading us to the next question: how is this data being used, shared and presented to sales and client servicing teams to ensure that core insights are being effectively and actively pursued?

Our research shows us that, globally, groups are in various phases of the process and those furthest along in the integration and interpretation of client data have cross-functional teams in place. These teams are able to focus on the greatest opportunities and priorities available within different client segments. Our research also unearths some interesting approaches. The development and use of a Client Insights Unit is a trend we’ve seen over the past few years, involving these dedicated functions pulling together insights and opportunities for sales retention, forming a link between the data, Salesforce, and marketing automation.

Generally speaking – and in a marked change from the past – marketing owns the data. Daily dashboards are established to inform and take input from sales teams, providing a full “360o view of their clients” over different timeframes. Either way, campaigns integrated with sales priorities and linked to CRMs to provide up-to-date information on activity from clients and prospects is the main objective. A crucial requirement for this to work effectively is collaboration with sales to collectively define who should be targeted.

The next question for marketers to consider is how to engage client-facing stakeholders in a manner that is authoritative, persuasive and constructive? Being proactive, taking initiative and speaking the same language as sales colleagues goes a long way towards building trust. Regular meetings with sales and marketing teams help to share information and results, as well as in defining future projects. Bring both channel and digital marketers into the conversation, along with sales, with the aim of digitising the group and putting more power in the hands of those facing clients.

Another innovative way to collaborate and surface data could be the use of a mobile app that feeds the right data to the sales team at the right time, and is designed to be easy to digest, consume and use on the go!

As humans, we are hard-wired to follow the path of least resistance. Thus, empowering sales teams through placing client information in their hands, to access as and when they see fit, presents a huge leap forward in the way we engage with and service clients. Ultimately, it is conducive to the building of a better client experience.