• Dominik Tilman

3 Steps To Optimize Marketing & Sales

Established processes, role conflicts, useless data collection, customers without faces, etc. - the problems for a business in the digital age are diverse. As various studies clearly show, digitalization starts with optimizing structures and processes. Therefore, it makes sense in terms of marketing and sales to first pay attention to structural improvements between these units. Because even the best software is useless if the cross-functional collaboration is not clearly structured. Therefore, in the first step of our consultation, we determine the status quo of all customer-related activities and questioning every process in the collaboration between marketing and sales.


To ensure a systematic analysis, we have developed a benchmarking model that takes into account the latest findings on optimal collaboration between marketing and sales. With the help of a statistical procedure, this model has been scientifically proven and has been used successfully several times since then. Further information on the methodology of the benchmarking model can be found in our publication on this topic.

Benchmarking gives us insights into ineffective and inefficient areas in the collaboration between marketing and sales. We measure and test a large number of categories, which are divided into so-called soft and hard factors. Hard factors relate to the structuring of tasks and processes. The soft factors include personal influences such as the attitude of the people involved to interdepartmental interaction or the motivation to use existing software solutions.

The result is a comprehensive picture of the status of your marketing and sales activities and your digital skills. The application of MSI benchmarking enables us to derive optimization potential that will help your company to react quickly and precisely to market conditions and customer requests.


If the interfaces between the two departments are inadequate, they are prone to conflict. There is a risk that the collaboration between the two areas will become counterproductive and negatively impact the company's results.

We categorize the collaboration between marketing and sales in five levels: from a seemingly arbitrary collaboration to the complete integration of both departments. Based on the MSI benchmarking, the current level of integration of your marketing and sales department can be measured and thus be increased through targeted measures.


Do you use the possibilities of the digital world for customer acquisition and customer loyalty?

Because not only private consumers use the Internet as a source of information. B2B decision-makers are human too, and according to Statista, over 80% of them already use digital offers as a source of information. Even more than 50% of B2B decision-makers use it to make purchasing decisions. Whether B2B or B2C - digital solutions are indispensable.

After we have driven the structural changes in your company in the first two steps, the next step is to use digital possibilities. We create the right digital strategy with you and implement the appropriate tools and software solutions with the help of our partners. We specialize in the following three subject areas:

- Customer relationship management (CRM)

- Customer journey

- Marketing automation

1. CRM

At the moment every marketing congress, every article by sales specialists revolves around the topic of customer orientation. But many companies shine with unclear strategies - or are still wondering: What is actually meant by customer orientation? In addition, almost 50% of all companies in Germany still work without a digital CRM system. And a large number of companies are dissatisfied with their CRM system.

What distinguishes a good CRM system? It supports marketing and sales processes by collecting meaningful customer data and thus generating valuable insights into customer behavior.

We ensure that your existing or newly introduced CRM system leads to an increase in productivity. It is important not to unnecessarily overload a CRM system, but rather to concentrate on essential functions. This is the only way to support employees in their work.

2. Customer journey

The customer journey typically comprises five sections and ideally you enable your customers to have one or more points of contact with your company at each level:

Awareness - The customer gains awareness of the existence of your product through advertising measures or recommendations.

Consideration - The customer is thinking about buying your product because he or she expects it to provide a specific benefit or fulfillment of a need.

Conversion - The customer orders and receives your product.

Service - If customers are satisfied, they will likely buy from you again. If they are dissatisfied, you should be able to resolve their problem immediately.

Loyalty - If the customer is enthusiastic about your product and service, he tells his friends and colleagues about it. If he's dissatisfied, he'll tell it, too.

The right message at the right time can work wonders. You should have the following questions in mind: When and where is your product visible to the relevant target group? What sources of information do you offer your potential customers? At what point is there the opportunity to proactively communicate with the customer? Do you have access to the data you need for this? We will help you find positive answers to these questions.

3. Marketing automation

The aim of "Marketing Automation" is to fetch the customer again and again in the sense of a dialogue at the right time with the desired information and in the appropriate address, so that he can be handed over to sales as a qualified lead. The basis is structured customer data, which makes the wishes and behavior of customers easier to predict.

In practice, marketing campaigns can be carried out more intelligently, automatically and more personally, and it is then possible to assess more precisely how well which measure has worked. In this way, the customer approach can be further optimized.

However, the success of "Marketing Automation" does not come automatically. The basis are clear structures, communication channels and work processes. These usually have to be redefined and the responsible employees have to be coached in a targeted manner. We support and accompany you on the way to effective automation in your marketing and sales department.

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