1. Understand the blurry line between sales and marketing and make them work together.
According to Mark Zokle, sales and marketing used to be two completely different ideas. Marketing was responsible for sending dazzling emails in the hopes of turning a cold buyer into a hot new customer. Sales was relegated to taking these warm leads and running through a series of procedures to get them qualified. Today, however, sales and marketing can work together to send emails that both capture attention and streamline the buying process.
2. Utilize Smart CRM.
Customer relationship management (CRM) software is an effective complement of any technology arsenal. CRM platforms are smarter and more user-friendly than ever before. Mark Zokle explains that a properly set up CRM will automate many menial communication-related tasks, allowing a sales professional to focus on more important things, such as developing real relationships and honing lead qualifying strategies.
3. Keep an open mind about open source.
New technology has made it even easier for sales and marketing professionals to use email communications to execute effective, highly scalable, and brand-specific strategies. Online software services have revolutionized how salespeople interact with emails, says Mark Zokle. Open source programs allow sales and marketing professionals to enable customized features and integrate only those that boost the bottom line.
