To understand the difference between marketing automation and sales automation, you first have to consider the differences between marketing communications and sales communications. Each has different methods, purposes, and disciplines, but they both work together to achieve one goal: get more business.
Marketing Communications. The purpose of marketing communications generally is to target greater amounts of prospective or current customers with information aimed at creating demand for a product, with such information being provided again and again over time. Here you are dealing with prospective clients, lead nurturing, and the entire inbound marketing strategy in order to know your leads better and analyze their behavior based on actions and decisions.
Sales Communications. With sales communications, the key is in personalization. Here a single prospect will be targeted with a custom intonation and number of touch points based on the buyer persona that they fit within. Sales communications are about discovering specific information about an individual prospective customer, and then using that information to get them onboard and thus close the sale.
Essentially, your sales team’s focus is in working with any prospects and outbound sales, while your marketing team focuses more on studying leads and getting them sales-ready.
What do Marketing and Sales Automation Tools do?
Marketing and sales automation is what you get when you use certain tools to automate parts of either your sales or marketing process, or both. Sales and marketing automation tools have key differences, and using the right tool for accomplishing your goals will have a powerful impact.
Marketing Automation Tools
- Form a marketing client base
- Segment audiences based on behavior
- Automate routine marketing operations
- Allow for integration with CRM systems
- Analyze marketing flow
- Nurture and track leads
- Leverages SEO
Sales Automation Tools
- Automates outbound email
- Integrates sales calls
- Automatic follow ups
- Scores leads
- Schedules appointments and demos
- Integrates with CRM
- Reduces lead generation costs
- Closes deals
Which is Right for You?
Both sales and marketing automation are likely to benefit your business. Deciding what’s best and where to start in terms of automation tools will begin with an evaluation of your current sales and marketing goals and priorities.
Is there a sales or marketing automation tool that you like best? What do you think the biggest difference between sales and marketing automation is? Let us know what you think.