Martech and process mapping

Martech – it’s great as long as all the parts connect.
I’m assessing a couple of new options to inject into a client’s martech stack. And I have long been a fan of reverse IP lookup services.

Knowing who’s looking at your website is powerful.

The way to get the most from a new component involves re-mapping your sales and marketing processes so that you can ensure no dead ends and the “loop” for prospects is fully integrated across both marketing and sales.

What we’ve found is that there are new skills needed to work certain stages of the loop. Especially important as you bed down the tool and work out how your prospective clients uniquely flow around your sales funnel.

Losing sales leads

One of the benefits of checking your processes is that it’s too easy for sales leads to drop through a crack which came about when you added your new software into the sales and marketing team’s activities. I hate losing sales opportunities.

With one client, we found a critical sales outbound skill was needed to close one of these gaps and so training and upskilling had to happen before we got the full benefit of the new tech.

I have always loved designing and writing process maps. Tie that into a shiny new software tool and I’m in a happy place.

Image credit: Alvaro Reyes on Unsplash