Continuing my interview with Carlos Hidalgo from Annuitas ...
Top tip for making companies successful with marketing automation
Steve: You've done a lot of client engagements, where you've helped people thinking about implementing process before they touch the technology. What's your number one tip for a company that has already put marketing automation in place and needs to figure out how to make it work better?
Carlos: The advice would be much the same - develop a process based approach to their use of automation. We work with customers continually who have made substantial investments in automation and are not seeing the value from their investments. As we begin to diagnose their issues and then develop and implement new process, we see an overall increase on the ROI, alignment with sales and better buyer engagement. In the time we have been working with our customers we have helped them identify more than $500M in revenue they would recoup by developing the right processes.
This focus on process was highlighted in a SiriusDecisions blog post in December which showed the impact of process with automation versus the impact of process without.
In a comparison of the two, the organizations that adopted marketing automation and developed the proper process we see the following increases over those organizations that had weak or no processes:
- a 366% increase in sales accepted leads
- a 416% increase in closed deals
- $570,000 in more revenue
Talk about significant!
What technology vendors can do to improve their customers' experience
Steve: If you could make one wish of the technology providers out there that would benefit your clients in the end, what would it be?
Carlos: I think the biggest is for them to be realistic with their customers about what the technology will do.
We work with the top vendors in the space and have had this discussion with many of them. Calling their solutions Lead Management Automation or listing lead management as a solution area is inaccurate. Automation can enable lead management, but as a technology it will not deliver it as lead management is a process.
Also, as I mentioned before, the claim of ease and give aways does nothing to help the market. These are the kinds of things I think the vendors can and should do and to their credit many of them are beginning to.
We are in a new space and need to educate our buyers and the B2B marketer who are having so much thrown at them. If we really want to do what’s right for the customer we will ensure they have a clear understanding that it takes more than technology to transform their businesses.
Steve: Thanks, Carlos. Looking forward to continuing the conversation at the Sales 2.0 conference next month.
More about Carlos
Carlos Hidalgo is CEO of The Annuitas Group, the leading provider of sales and marketing process consulting services. In his role, Hidalgo has helped their clients identify over $500 million of potential revenue by developing and implementing lead management processes.
Prior to The Annuitas Group, Hidalgo was responsible for global SMB marketing at BMC Software. In this role, Hidalgo was responsible for all aspects of marketing and customer relations for the SMB line of products including creation of strategic messaging, go-to-market strategies, management of all customer communications and demand generation activities.
Prior to his role at BMC Software, Hidalgo held a similar role at McAfee, Inc.