In Part 1 and Part 2 of my Just the Stats: Marketing Automation in 2015 series, I went over marketing automation at length and explained how and why it works with detailed stats. But it might be a lot to take in all at once, which is why I’m writing this two-part Ask series.
Earlier this week, I explained why CEOs are excited about marketing automation. Today, I’m going to do the same for Sales. While the answer might seem obvious (i.e., marketing automation leads to better sales), the truth is a lot more specific, and measurable, than just that.
Improved leads
Let’s start with why marketing automation lets sales and marketing play nice in a way they never could before: better leads.
- Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (The Annuitas Group, 2013)
- Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. (Forrester Research, 2013)
- 47% of nurtured leads make larger purchases than non-nurtured leads. (The Annuitas Group, 2013)
That’s pretty much the golden Triforce of sales: more qualified leads, at cheaper cost, all making bigger purchases. What more could a sales team want?
A more productive sales cycle
Well, a faster and more productive sales cycle wouldn’t hurt. Which is why marketing automation software has that covered, too.
- Companies that invest in marketing automation solutions see 70% faster sales cycle times (Bulldog Solutions, 2013)
- Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. (Nucleus Research, 2014)
A 70% faster sales cycle means almost twice as many sales in the same amount of time. Let me repeat: almost twice as many sales.
Achieving and exceeding quota
Which ties in to our next category of improvement: hitting quota. Every sales manager’s worst nightmare is over-forecasting and then failing to hit the target. And every salesperson’s worst nightmare is not achieving quota.
The great thing about marketing automation is that it helps everyone in Sales sleep better at night.
- 54% improvement in quota achievement (Bulldog Solutions, 2013)
- 20% higher team attainment of quota (Aberdeen Group, 2010)
More selling
Of course, none of this matters if it didn’t translate directly into more sales and improved revenue. Fortunately, it does.
- 78% of high-performing marketers say that marketing automation software is responsible for improving revenue. (The Lenskold and Pedowitz Groups, 2013)
- B2B marketers who implement marketing automation increase sales by 10%. (Forrester Research, 2014)
- 17% better forecast accuracy (Aberdeen Group, 2010)
Do you have a story about how marketing automation improved or revitalized sales for your business? If so, please comment below!
