Logo
BodyBGTop
Sales and Marketing: One Big Happy Family?
Maybe someday. In the meantime, Genius.com has unveiled a solution that strives to bridge the departmental divide.
Posted Jun 30, 2008
Page 1



Marketing solutions provider Genius.com, which focuses on lead generation and qualification, last week released its new solution MarketingGenius, built to work in conjunction with its existing SalesGenius product. Together, the two make up Genius Pro. The release addresses the concept of enhancing the quality of leads -- by doing so, the sales team can be significantly more effective in converting those leads into customers, which after all, is the ultimate objective of any business. 

"Our mantra is that everybody is in sales," says Parker Trewin, director of marketing communications at Genius.com. MarketingGenius allows marketers to send personalized email campaigns on behalf of the salesperson, tailored according to prospect activity -- who opened the email, what link was clicked on, what the prospect did on the company Web site (sees instant ad, chats, fills out Web form). This not only divides the workload, but brings marketing and sales closer together in a joint effort.

The highlight of the new release is the Genius Tracker, a screen on an individual’s desktop that looks similar to an instant messaging window. "You're notified right away when [a prospect] is looking at what you sent them and presumably that means it's a hotter opportunity -- it allows you to focus your time," says Barry Trailer, a partner at consultancy CSO Insights. Trailer says that the real appeal lies in the application's transparency: Both sales and marketing can instantly view how a lead is interacting with a campaign. From there, sales can make the final move and determine whether the prospect needs another email with a more specific offer, a personalized on-site promotion, or a phone call. The on-demand software can be downloaded within minutes and integrated with CRM software Salesforce.com within a few hours.

According to a study entitled "Improve Lead Generation and Clean Up Your Pipeline," by CSO Insights, and commissioned by Genius.com, the disconnect between marketing and sales results in 10 percent fewer closed deals, which translates into a 6 percent drop in revenue. The survey queried more than 2,000 sales and marketing professionals, and the results indicate that while 85 percent of marketers believe they are passing along qualified leads, 50 percent of salespeople say they are "unsatisfied with marketing efforts." 

"In a perfect world, you’d want 80, 90, 100 percent of your leads coming from marketing so sales can pursue them," Trailer says. "But the reality today is that at least 50 percent of leads are generated by the reps themselves, and only 30 percent come from marketing." Therefore, a tool that gives the sales team visibility into the entire cycle -- a tool that’s intuitive and not cumbersome -- is one that best suits this reality, he adds. 

"What the market really wants is leads, so whatever is the best system to generate high-quality and high-quantity leads, that's what the market is clamoring for today," says Jim Dickie, also a partner at CSO Insights.

Genius.com is just one of the players out there attempting to tackle this challenge. Marketing solutions provider Marketo, for example, announced its lead management solution in March. According to Jon Miller, vice president of marketing and cofounder of Marketo, Genius.com’s offering is limited in that everything begins only with email. Insight, he says, requires behavioral tracking beyond email. "We think that Genius is telling the right story," Miller says, "but they’re not really solving the whole problem because it doesn't have the lead database, the [lead-nurturing] process, or the multichannel perspective." Nevertheless, Miller admits that both companies are out there to address the dilemma of "organizational dysfunction and loss of revenue" as a result of sales and marketing not working together.

CSO Insights' Trailer agrees that both vendors are tackling an important, long-standing problem. To him, however, product comparisons are not what’s most pressing. "One of the things that product people get too caught up in is all the features," he says. "We have so many features now that people aren't using, we don't have to add more features. Let’s make the ones they are using easier, more bulletproof." User adoption, ease of use, user satisfaction, and impact on sales performance -- those are the criteria by which to judge the value of a solution, he says, and those are metrics that have yet to really take hold in this segment of the marketplace.

Page 1
To contact the editors, please email editor@destinationCRM.com
Every month, CRM magazine covers the customer relationship management industry and beyond. To subscribe, please visit http://www.destinationCRM.com/subscribe/.
Learn more about the companies mentioned in this article in the destinationCRM Buyer's Guide:
{0}
Related Articles
The transition marketers have had to make--from creative souls to metrics mavens--has occurred quickly over a relatively short period of time. Here, a brief on recent developments and some tips for remaining competitive.
A new survey by the Aberdeen Group reveals the benefits of -- and secret to -- bringing together the feuding departments.
To help reverse the effects of its information malnutrition, a sales team must let its marketing department know what customer data is of value and what is not.
Shiny, clean data and solid lead qualification will help satisfy all by closing the nutritional sales-and-marketing info loop.
Is CRM technology ready to support the new sales/marketing discipline?
It's been a long and wasteful battle, but are we nearing the end of the war between marketing and sales?
The software-as-a-service demand generation specialist gets on the platform bandwagon, and releases a free tracking widget as well.
The marketing automation vendor's latest release focuses on usability and that human touch.
A recent report on sales performance optimization shows a gap between expectations and capabilities.
CSO Insights' Sales Performance Optimization '09: Barely half of all reps made quota last year. Something has got to change.
 
Search
Popular Articles
 

BodyBGRight
Home | Get CRM Magazine | CRM eWeekly | CRM Topic Centers | CRM Industry Solutions | CRM News | Viewpoints | Web Events | Events Calendar
DestinationCRM.com RSS Feeds RSS Feeds | About destinationCRM | Advertise | Getting Covered | Report Problems | Contact Us