What sales knows marketing can only guess after analyzing
Marketing is batch processing
Between marketing and the customer there is a wall of data as marketing has the statistics, data about visits, click troughs, email opens, demographics, buyer personae and much more.
Moreover marketing addresses potential customers in a target market segment with generic messages.
There is a time lag between the information received from the market (segment) and the next communication as all the information acquired and aggregated needs to be analyzed first.
Marketing can only guess as they work in isolation building upon data after the events or facts.
Marketing efforts like direct mailing campaigns, email marketing, advertising, Press Releases are all batch processes: create once to distribute to many.
Marketing is still performing batch processing generating generic strategies and messages addressing the generation of ‘Me’ (born in 1970s, 80s or 90s).
Sales is real-time
Salespeople are close to the customer as they communicate, interact directly and meet face-to-face by formulating personalized messages in real-time. So they understand better why people buy the company’s product as they get immediate feedback during the sales process and after the sales – it’s their job.
Salesmen know the customer and the market as they work, live and breathe in this market feeling the pulse.
Sales have always been operating in real-time.
Real-time Marketing is required
What salesmen know marketing can only guess by number crunching and analyzing the data and information aggregated and retrieved.
In this world were all is happening faster than ever before where:
- People are connected to communicate always (‘Always On’)
- Social media generates more messages than ever can be analyzed after wards
- People are used to zap and click away
it is clear marketing is running behind with their systems and methods.
It is about time marketing retrieves, analysis information in real-time in order to respond faster (in near real-time) for keeping up with the rapid changes of markets and people.
As the website has become key in any marketing and sales effort a good start for marketing would be to retrieve specific lead and customer information and intelligence in real-time from the website. Not just analytics and statistical visit data about the website in generic, but actual real-time information and intelligence for every possible company visiting the website.
Marketing is facing the big challenge of change from batch processing generic messages to real-time with personalized messages. Bye-bye statistics.
Will your marketing be able to switch to real-time ?
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