CONNECTING SALES AND MARKETING: SYNC OR SINK - EVENT IN INDIA

For businesses trying to achieve digital transformation, building systems of data-sharing within and between sales and marketing organizations is a critical area of investment. And organizations ignore the importance of syncing sales and marketing data at their peril — we have reason to believe that when sales and marketing remain in silos, businesses sink. Why? Because sales and marketing are the core departments managing the data that can be combined to build a single customer profile and the touchpoints that power personalized customer experiences. In a recent collaborative study with 451 Research and Adobe, respondents identified the most important sales and marketing opportunities for their organizations. The top answers shed light on the outcomes that digital transformation investments need to drive in order to sync sales and marketing. Companies must: 1) speed up revenue recognition by digitizing the sales process, and 2) optimize customer journey interactions by combining data from across the organization into one profile. Adobe and Microsoft have combined to support exactly those outcomes. Built on the foundational belief that customer data shared is worth more than the sum of its parts, our partnership has built deep integrations between applications to share data between the Adobe Experience Cloud and Microsoft Dynamics. This powers a single unified profile, so sales, marketing, and front-line employees can make decisions with confidence and promote customer loyalty. We also provide intelligent document process automation and digital signatures within Office 365 apps and Microsoft Dynamics that accelerate sales cycles and make employees’ jobs easier. Orchestrating the customer journey In our study, 80% of businesses said they are very interested in tracking and measuring the customer journey to understand and increase customer engagement and retention. Here, connecting sales and marketing plays a pivotal role too. The people, processes, and data in these departments control nearly every customer touchpoint. The information they have, when shared, is the key to truly understanding the customer journey and how it can improve.