Cloud: immediate takeoff of Marketing Department !

"Quarrels and complaints" brief but realistic relationship between marketing and sales departments in many companies. Why the struggles? There are two answers frequently heard, and both are false perceptions far too simplistic and competing egos and divergent objectives.

The "clash" of ego is at the heart of the First misconception. We've all heard our professional colleagues in marketing or sales boast of being the one who is always right. Although throughout my career, I encountered some sales managers and marketers who acted as if they were the most important person of the company; it was not really the norm. What is important to note is that employees are generally dedicated and do their utmost for the success of the company.

Marketing department and sales department: infighting

Which brings us to the second misconception: the different goals lead the marketing and sales to disagree with one another. Whatever the position may have an employee in a company, the primary goal of each is either to help increase revenue or improve profitability. The only difference, according to the substantive level, is to know the impact that these efforts will have on the target. 

The pressure of time, costs and profits

are everywhere, in all enterprises, particularly those with commercial and marketing services.

But in fact, a closer look, marketing services and business face the same challenge: to increase profitability and efficiency, doing more with less. Even if the methods are different, the goals remain the same. Starting from this premise, why is it that these two departments are vital for companies so often disagree?

The problem is alignment. Many sales and marketing teams are not aligned in their timing, their priorities, work processes and their messages. The local sales teams need to generate revenue in their field while marketing teams must demonstrate the effectiveness of their campaigns, demonstrate return on investment and checking the identity of the brand. Salespeople want to implement marketing programs that will, in their view, the most effective and with their own custom materials. But marketing is concerned with consistency and is reluctant to let the commercial marketing without direction or without validation. How those departments and realign them back on the same track? The answer lies in the Cloud.

The marketing department, behind a cloud on the commercial

More and more departments within companies use solutions "Cloud", it is usually IT services, business or human resources. But marketing has always been lagging behind with regard to the Cloud, which is unfortunate because the benefits are undeniable for the teams. Cloud Marketing consists of marketing services "cloud" technologies and features that make the best organized in-house marketing and external marketing programs more effective.

Thanks to Cloud, marketing departments can provide their business colleagues in the field of customizable templates, all in a closed loop that allows them to review and approve materials customized to the ground. They can automate design tasks such as setting up mailings or promotional material, while allowing trade to customize their materials according to their target audience. These items can be sent within the period defined by the most appropriate sales team, and be aligned in terms of marketing. Integrate it with other programs and measure the complete system of services marketing and sales alignment offers never seen before in the industry.

Cloud Marketing: undeniable advantages for marketing services

Indeed, companies are realizing more and more of the benefits of marketing Cloud

Availability 24/24 and 7 / 7: Access to materials and data they need, anytime and anywhere

Reduced costs: The SaaS often cost much less - with little cost to install, little or no work on site, and often include upgrades and customer service in their monthly costs

Ease of use: The ability to maintain control and consistency while allowing flexibility

Ease of measurement and analysis: The ability to measure everything and then to report objectively, qualitatively and quantitatively

Rapid Implementation: SaaS solutions are implemented faster than traditional enterprise software

Accelerating the Market: The Cloud is more flexible, highly available, it facilitates decision making and reduces time to market.

Measuring the impact of campaigns ...

Ease of measurement is one of the most compelling proposals for business and certainly the part where Cloud marketing has perhaps the most to offer. Marketing teams need to justify their costs and have to become more profitable to keep their budget. Make visible the results of different marketing campaigns are crucial in this context but can often be a challenge. ROI can be defined in many ways, but without precise measuring tools - is Cloud provides marketing - this is not possible.

Cloud marketing solutions help measure the impact of marketing campaigns on the total turnover. Through this panel, it becomes easy to analyze what actions are getting a good response rate or conversion, and which not. Based on this information, a campaign can be changed if necessary and marketing teams can have an overview and detailed view of what works best or evens the activities that require more investment. Through the cloud, the information panel can easily be coupled with sales performance, aligning marketing and sales people on the budget and the effects of strategies and investments.

Cloud marketing sign he end disputes and complaints between services marketing and sales? I would not assign the role of "answer to all ills," but it nevertheless gives us powerful alignment tools that allow us to bring us more than we've ever been.

@Lionel Goncalves