Sales Best Practices

Why Marketing Operations Should Care About Sales Engagement

Audrey Weber's Avatar

Audrey Weber

Associate Content Editor

Transferring leads and information from marketing to sales is rarely easy or smooth. There are plenty of opportunities for mistakes to creep in, but getting it right can be the difference between success and failure. Companies that had good alignment between sales and marketing have reported 67% higher close rates on average.

If you’re in marketing leadership, sales engagement — and sales and marketing automation in general — is the solution.

Sales engagement is your ticket to better alignment with sales, better response rates, and ultimately higher revenue. It’s your key to make sure no SQLs fall through the cracks. We’re going to show you how and why marketing ops can benefit from sales engagement.

Why is sales engagement important to marketing ops?

Sales engagement includes the actions, touch-points, and communications that move a prospect through the sales funnel. It’s based around the idea that you need to do more than just get the prospect’s attention — you need to keep it.

How can a sales process help the marketing ops manager?

As you may already know, marketing is a key part of the buyer’s journey. Marketing often makes the first impression with prospects as they enter the sales process. That means, if you’re not using the same engagement Sequences, processes, and tools as the sales team, you’re losing efficiency, and potentially losing the prospect. Sales engagement platforms (SEPs), like Outreach, make this easy by bridging the gap between marketing and sales.

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You likely already use a variety of marketing automation tools, which are great for automating marketing tasks like lead generation or funnels, but they aren’t designed for ongoing multi-touch, multi-channel engagement, or to communicate with the tools that salespeople use. To succeed, marketing and sales teams to be able to communicate across technologies to move people through the pipeline. That’s where Outreach comes in.

Outreach integrates with the sales and marketing automation tools you’re already using to coordinate engagement efforts at every stage of the pipeline.

Let’s look more closely at how you can use it.

How Marketing Ops Can Benefit from Sales Engagement

SEPs automate the data collection, analysis, and messaging that’s needed to push leads through your pipeline, and ensure that everything happens on-time. This saves time for you and the sales team to focus on what matters — developing those leads and turning them into customers.

There are three major things that Outreach, and other SEPs, can help you with as a marketing ops manager.

1. Data and Analytics

Without Outreach, the only way to get the customer data from one team or tool to another is to manually pull it out, hand it off, and then manually input it again. That is a lot of wasted time and a lot of opportunity for mistakes. This isn’t only inefficient, it’s also insecure.

Zoom uses Outreach to solve this disconnect. All their data was trapped in different tools that didn’t communicate. Outreach connected these tools, so whoever needed the data could reach it. The platform also allows them to strictly control who has access to what data through profiles and other data governance tools.

Having all their data together allows them to use the analytics and A/B testing tools in Outreach Amplify to find the best messaging for each of their verticals, and then to communicate those findings to everyone in the organization.

Because of this, they were able to transition into a more targeted, account-based approach where they had unique, personalized messaging for each account.

2. Lead Response Time

Any delays between initial interest and response from the sales or marketing team can doom a sale.

With a traditional process, there is no way to ensure a speedy response or a speedy transition from marketing to sales. You, as a marketing manager, are left to hope that the right person remembered to reach out.

Adroll uses Outreach to reduce response time by ensuring that the correct rep gets alerted at the correct time.

Outreach allows them to personalize the initial emails using the data they’ve collected to set up triggers that put prospects in the correct automated sequence based on their activity.

When it’s time for an SDR to jump in, that SDR gets a notification. Outreach even syncs with their calendar so scheduling meetings with prospects is a breeze.

3. Perfectly Timed Messaging

A quick response is great, but a perfectly timed one is better.

Timing your messaging and touch-points is important throughout every step of the customer journey. You want your message to arrive when the prospect is most likely to see it, and most likely to respond positively.

Jitterbit has doubled its Sales Accepted Leads by using Outreach’s machine learning tools to send out perfectly timed, personalized messages and sequences.

For instance, if sales reps send an email that gets an out-of-office reply, Outreach Amplify’s OOO Reply Detection sees that and schedules a personalized email for the second they get back.

This feature, and others, have transformed their marketing efforts.

Next Steps

This is just the tip of the iceberg. Outreach integrates into your current stack to make it uniquely adapted to fit your needs. You’ll find solutions and applications that we at Outreach haven’t even considered yet.

Why should marketing ops care about sales engagement? Because sales and marketing automation is necessary and they need to be aligned.

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