In a recent Buyersphere report, it was discovered that over 51% of B2B buyers said improving productivity was the top priority in starting the buying process. This finding perfectly illustrates the understanding that B2B senior managers have in regards to the relationship between productivity and business growth. All businesses are looking to maximise profits and grow as an organisation, but most are also struggling with the undefined roles of this post-recession period. ‘All hands on deck’ may have been the approach during the economic downturn, but nowadays key members of staff are unable to perform their expert skills at an optimum level because of other responsibilities. So, now is the time to rectify this shortcoming and prioritise productivity in every member of staff.
Planning and strategy
Firstly, start by focusing on planning and strategy. This may seem like a simple approach, but it’s one that works effectively. When projects and campaigns meander in an adhoc fashion, crucial members of staff can be ‘sucked into’ roles and responsibility that are not theirs to perform. So, to avoid this misplacement of skills and expertise, plan all activity comprehensively, including all members of staff who are to be included, and more importantly, those that are not. Also, take this opportunity to identify the staff members who are only to be involved in projects short-term. This will enable you to ensure there is a finite deadline, at which point they should return to their own activities.
In a business environment, one of the fundamental factors that can negatively affect productivity is lack of communication – or even worse, miscommunication. In order to maintain a well oiled machine, it’s necessary for all internal parts to work together smoothly and effectively. And, in a business, this means open and clear communication.
To enable teams including sales and marketing to function alongside each other in harmony, a collaboration tool would ideally be utilised. This can come in the form of an office communication tool (like Microsoft Office Communicator) or an online chat forum. One key tool which helps centralise all tasks, staff roles and project progress reports is Wunderlist. With this tool (or something similar), staff are able to collaborate and communicate more efficiently. Ultimately, processes become more streamlined and staff are able to increase their productivity levels.
When trying to focus employees directly on their field of expertise (especially sales and marketing), it’s necessary to trim away the tasks that take the most time. For example, lead nurturing is a responsibility for both the sales and marketing teams, but it can be resource-intensive (particularly if using a lead scoring system). If this process was to be automated, it would enable marketers to focus more on demand generation, and sales people to focus more on converting hot leads to customers. For these reasons, marketing automation is an excellent tool for any business looking to focus sales and marketing on what they do best.
To find out more about streamlining processes and automating your lead nurturing activity…