Tandem Technology: How Similar Technologies Collaborate to Increase Revenue
Tandem Technology: How Similar Technologies Collaborate to Increase Revenue
There’s no denying that technology is changing how revenue-generating companies approach their markets. Marketing and sales technology has been thoroughly tested since 2012 in the hopes of unlocking revenue-growth potential. The results have been extraordinary, as Salespeople and Marketers now have a better understanding of what works and what doesn’t, allowing them to learn faster and develop better strategies.
However, today’s problem is that businesses are inundated with a never-ending stream of solutions that claim to empower and innovate their sales and marketing teams. When evaluating technology partners, this makes for a stressful decision-making process.
In previous years, the $64,000 question has been which marketing or sales technology is best suited for your company. Nowadays, the better question is which technology combination is best suited for your company. More valuable than gold is the pursuit of a concert of sophisticated solutions that complement each other as well as your people.
What Will Marketing and Sales Technology Look Like in the Future?
The pursuit of efficiency is never-ending in today’s environment, and it is ultimately what binds our teams to technology. Organizations will inevitably demand that these tools integrate seamlessly into their tech stack in order to derive maximum value. Three trends, according to marketing guru Scott Brinker, will define the Second Golden Age of Martech:
Technology ecosystems will shift from all-in-one or best-of-breed solutions to open platforms that welcome third-party applications. This will increase the demand for technology integrations that are both reliable and secure.
Both SaaS and professional services firms will focus on integrating technology and maximizing its utility, so their offerings will merge.
As the demand for customization grows, businesses will be forced to digitally transform.
Many organizations are already noticing and reacting to these trends. People are recognizing the value of using a variety of tools to achieve a common goal.
Sales, for example, is widely regarded as a numbers game in which a certain percentage of leads will convert. As the theory goes, the more leads you have, the more conversions you’ll have. What happens, however, when salespeople are unable to keep up with the volume of leads generated? Before their capacity is reached, sales representatives can only engage with so many potential customers.
Thankfully, thanks to recent technological advancements in intelligent automation, salespeople can now reach an exponentially larger number of prospects while maintaining a personal touch.
Yes, some will argue that business is done between people rather than through technology. That is correct. This is why it’s critical for businesses to implement technologies that automate repetitive tasks so that salespeople can focus on building trust, relationships, and closing deals.
What Organizations Are Doing to Adopt These Trends
Sales engagement tools like Outreach or SalesLoft, combined with SimpSocial’s Intelligent Virtual Assistants, are one example of how to do this.
Outbound selling tools like Outreach and SalesLoft are great because they help sales reps manage their workflow and are built to handle content-heavy messages. Salespeople can use these tools to warm up a large list of prospects by using content from their Marketing and Sales enablement teams.
SimpSocial, on the other hand, is designed to automate lead qualification on a large scale and works best when the lead and the organization already have some sort of relationship (e.g. content consumption, demo request, virtual event attendance). The Intelligent Virtual Assistant recognizes hot leads and handraisers on its own and passes them along to Salespeople for a meeting. For inbound and outbound sales, this combination of technology and business professionals is a highly effective strategy.
Of course, many businesses use SimpSocial in conjunction with Outreach or SalesLoft to accelerate their digital transition. They utilize SimpSocial to select prospects that want more information and then add them to an Outreach or SalesLoft campaign so the sales agent may work with them until a meeting is set up.
Another method is to use SimpSocial to send messages to leads who haven’t engaged with one of these campaigns. Because the IVA’s messaging is intended to acknowledge a rep’s earlier attempts, it’s frequently utilized to create the connection between these tools and SimpSocial. An Outreach or SalesLoft campaign customized to acknowledge the SimpSocial Sales AI Assistant could be used in the same way.
These are just a few ways that businesses can use technology to supplement their revenue-generating teams. There is currently a lot of sales and marketing technology available, and this industry will continue to expand as the demand for more effective revenue generation grows.
People-power is no longer a constraint for sales and marketing teams. Organizations can guide customers through the buying process on a massive scale using a combination of tools. This frees up employees to focus on what they do best: engaging in meaningful conversations with leads, prospects, and customers.
Sales managers frequently instruct their employees to “keep it simple.” In this case, the best way to keep things simple is to provide your teams with the most impactful combination of technology. When it comes to putting together a tech stack to boost revenue, less is more.
Back to Blog