How Salesforce Acquiring ExactTarget Will Change the Face of CRM, Marketing and Sales
Digital selling tools can empower sales teams to be more effective, efficient and drive more sales. Using digital selling tools in conjunction with digital marketing tools increases the return on investment of both sales and marketing. Despite the lack of digital selling features in Salesforce and ExactTarget, both products can still prove useful to sales professionals when used with a supplemental solution.
There are software solutions available that seamlessly integrate with both Salesforce and ExactTarget. Digital selling software is capable of harvesting demographic information from Salesforce databases. Furthermore, sales professionals armed with this information can generate fully customized, one-to-one communication customer touchpoints with little more effort than a few clicks of the mouse. By integrating digital selling software into its current CRM solutions, the enterprise can establish best practice sales processes and repeatable consistent communications with their leads, prospects and customers.
Digital selling solutions also support marketing teams. Marketing has always been challenged with putting the right message in the hands of the individual sales professional at the right time and in the right format. Digital sales tools support marketing teams by allowing them to create a library of legal and brand-compliant marketing messaging, which in turn empowers sales professional to send prospects individual communication. This reduces time spent by salespeople creating ad-hoc communication materials, which tend to be problematic.
While Salesforce acquiring ExactTarget is another step forward in the evolution of digital marketing and will likely lead to more innovation in the marketing automation space, companies still need to look outside Salesforce for solutions to bring their sales professionals into the digital selling age.
John McGee is the CEO of OptifiNow, a SaaS that helps sales teams engage with their customers through an integrated marketing communications platform.