Seismic’s leading end-to-end sales enablement solution for enterprises increases sales efficiency and marketing effectiveness by delivering the right content at the right time. Seismic is the only sales enablement platform anchored by the award-winning LiveDoc® technology, which automates the creation of personalized sales materials within seconds, achieving personalization at scale and dramatically improving time spent selling and win rates. Seismic customers are customizing more than a million pieces of sales collateral per year, and real-time analytics provide unprecedented insight for marketing teams looking to gauge which content helps closes deals. Headquartered in San Diego and with 150 employees across the globe, Seismic is privately held by its executive team and investment firms General Atlantic, JMI Equity, and Jackson Square Ventures.
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How Sales Enablement, CRM and Marketing Automation Form an Unstoppable Trifecta of Tools
Sales and marketing technology has come a long way.
In the 1990s, modern customer relationship management (CRM) software was born as arguably the most revolutionary resource for salespeople. CRM helps sales organizations track sales activities from the lead stage all the way to becoming a customer, and therefore helps drive sales and increase revenue. It would be rare to find a sales team today that isn’t using a tool like Salesforce or Microsoft Dynamics to manage prospect and customer data. CRM has paved the way for other sales technology, and Forbes estimates that the CRM market will be valued at $36 billion in 2017. Typical features and functionalities of a CRM system include:
• Contact management
• Sales team and customer opportunity management
• Lead management for determining high-quality leads
• Reports, dashboards and analytics
• Mobile capabilities
• Sales forecasting
• Territory management
Marketing technology was slightly slower to evolve, but with the birth of solutions
like Marketo and HubSpot in 2006, marketing automation platforms (MAPs) became the most profound resource for marketers trying to streamline online marketing processes such as lead generation and nurturing. On average, 49 percent of companies are currently using marketing automation, and 60 percent of companies with over $500M revenue have
adopted a MAP. And for good reason:
75 percent of companies using marketing automation see ROI within 12 months. According to Pardot, MAPs should deliver the following benefits:
• Micro-level analytics that track all touch points with a prospect, including forms, pageviews, content downloads, emails, social interactions, and more
• Lead scoring and grading to help qualify and prioritize your leads
• Automated lead nurturing to send emails to prospects based on predefined rules or time intervals
• Customizable real-time notifications that let your reps know when a prospect is active and showing buying signals
• Closed-loop reporting for easy calculation of marketing ROI
• Wizards and tools that allow non-technical users to easily create dynamic, branded, personalized online marketing campaigns and emails
The power, flexibility and intelligence that CRM and MAPs provide sales and marketing teams is unlike any technology that precedes it, and when integrated they provide even more value. It creates a single customer view and allows both teams to center around the customer’s journey from marketing efforts to sales outreach.
While CRM does offer some concrete benefits for the marketing department (such as lead prioritization and data continuity), and marketing automation helps Sales by efficiently increasing the amount of leads generated for reps, in reality CRM and marketing automation utilized almost exclusively by the intended teams. This means that sales and marketing teams are still lacking visibility and alignment, impeding both from efficiently and effectively meeting their goals.
CRM and Marketing Automation Integration Some MAPs and CRM solutions are able to integrate in order to provide a more holistic picture of lead activity and progression. For Marketing, this allows for increased bandwidth in terms of automating repetitive tasks and streamlining processes, more precise lead nurturing and segmentation capabilities, and more quantitative metrics to measure success. Integration helps Sales better prepare for buyer interactions with increased lead data from MAPs, such as emails opened, links clicked, and forms submitted. Sales can have more relevant and engaging prospect interactions, and Marketing has more confidence that Sales has what it needs to be successful.