Improve your sales process with Lead to Cash - Hero image
POSTED : June 11, 2019
BY : Stephanie Gaughen

Customer experience and closing deals are top priorities for most companies today. Unfortunately, they don’t always go hand in hand, but here’s how Salesforce and Pardot work in tandem to create the optimal tool for leading potential customers through the sales funnel. Where Sales Cloud lacks in marketing automation, Pardot picks up the slack, and vice versa. Keep reading to see how you can improve your sales process with lead-to-cash and an integrated CRM and marketing automation system.

What Integrated Sales and Marketing Systems Mean for You

We often see companies with disconnected sales and marketing systems and processes. The cause could be a limited understanding of the software or a lack of a true roadmap. Your customers feel this disconnect when their needs aren’t met with the level of service they expect. Your sales reps feel this when they’re left without the information they need to close deals.

Lead-to-Cash” is a term used to describe a fully integrated, comprehensive, cloud-based software ecosystem that enables users across the business to get a 360-degree view of their customers. Integrated CRM and marketing automation systems form a critical part of the lead-to-cash solution.

Your sales team will have access to which products potential customers are most interested in or view most often. In addition, sales reps can tell where someone is in the funnel at every step in their journey, service tickets logged, order history, renewal information, and much more. Pardot gives your company access to key prospect behavioral insights, meaning your sales reps are closing more deals and ultimately reaching your organizational revenue goals.

Signs You Need to Optimize

Are you converting leads to sales quickly, or are prospects disappearing before they reach the end? Do you have a clear roadmap of all your business’ software systems? If you can’t answer these two questions with a “yes,” it may be time to build an integrated lead-to-cash business roadmap. Fortunately, it won’t take as long as you think.

Concentrix Catalyst makes it easy to create a lead-to-cash roadmap for your company. Once implemented, you’ll gain a complete understanding of all your business software systems—not just CRM and marketing automation. This big-picture analysis is crucial to identifying challenges and opportunities, enabling you to build the best solution for your business needs.

Nurturing Quality Leads

We know leads can come from many sources—trade shows, emails, social media, forms on your website, and anywhere else you’re gathering names and contact info. But once they’re in your system, what are you doing to nurture them through the sales funnel?

Linking Pardot to Salesforce helps you build a cohesive sales and marketing process. Pardot can help you nurture contacts through automated workflows with emails and content offers. Qualified leads can be automatically funneled to Sales. This keeps the customer up-to-date on industry and company news and keeps your name top-of-mind until they’re ready to make a purchase.

With nurturing comes a way to score your leads as they go through your workflows and funnel. Whenever your contacts download a resource, open emails, or fill out a demo request or contact us form, they’re awarded a score that lets your sales team gauge their interest. In addition, contacts can also be awarded negative points if they’re not doing the correct actions like unsubscribing from an email or using a competitor’s email address.

Nurturing people from lead to cash doesn’t have to be painful. Let the certified Salesforce team at Concentrix Catalyst guide you through the process and leave you feeling prepared to meet your organization’s goals. Talk to a consultant today!

About the author

Stephanie GuaghenStephanie Gaughen is a Senior Pardot Consultant at Concentrix Catalyst. She holds a master’s degree in media and communications. She has a passion for entrepreneurship, technology innovation, and next-generation marketing.

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