Learn how automating at scale with an Integration Platform as a Service (iPaaS) can break down data silos, streamline workflows, and boost efficiency across your marketing, sales, and RevOps teams. Discover key strategies for leveraging automation tools to drive revenue growth and optimize your business operations.
Demands on marketing and sales departments are growing, and so are the number of applications used to execute their work. While a growing business is a great thing, an increase in SaaS applications and tools can lead to data silos, disconnected workflows, and missed business opportunities.
The more time you spend working on your marketing and sales applications in isolation, the less time you can spend on analyzing leads, developing marketing strategies, and closing deals.
Luckily, there’s a solution that can connect these applications and give back your precious time. Using an iPaaS, or Integration Platform as a Service, could help to connect and automate your SaaS workflows, platforms, and processes, all in only one additional application.
Scalable Marketing Automation
The global marketing automation market is growing everyday and is currently predicted to reach almost $14 billion by 2023, with 10% of customer journeys being fully automated, and about 9 in 10 marketers report that they use automation to achieve their goals. Marketing automation is the future of the marketing industry and has become a vital asset to increase productivity, and stay competitive in the marketplace.
Marketing automation platforms such as HubSpot, Salesforce, Adobe Marketo Engage, and other systems are key platforms for keeping track of campaigns and success, and help to drive and optimize revenue growth. Funnel creation is easy with automation and can drive customers through the funnel automatically, supporting increased pipeline and revenue.
Automation allows for faster and easier analysis of campaigns and results, and can help to identify growing trends among your customer base. It also helps you identify weak campaigns that aren’t appealing to customers and need to be adjusted to be successful.
Scalable Sales Automation
With a high-stress and high-stakes job like sales, its easy to slip up and make a mistake, costing your business a sale. Executing the sales process manually increases the chances of human error—such as a missed touchpoint or disengaged lead—and can be costly in the long run.
Updating your CRM and administrative sales duties are crucial steps in the sales process, but they are also time-consuming, accounting on average for 38% of an SDR’s time each day.
Sales teams frequently use automation to schedule meetings, create content to send to prospective clients, schedule follow-ups after initial meetings, and generate quotes for clients.
By automating these tasks, SDRs have more time to spend on selling and meeting their quotas instead of managing administrative duties. Those who have chosen to invest in automation have seen an ROI increase of 10% to even 20%, and a majority of SDRs who achieve more than 150% of their quota use sales technology during their week.
With SDRs adopting automation, more time is spent face-to-face with prospective customers and doing pitches, increasing the success rate of the sales department and generating more revenue overall.
Scalable RevOps Automation
The creation of a RevOps department is a great way to break down silos between marketing and sales and improve workflows, but can still be improved upon with tools such as Gong, Groove, and Clari.
Adding CRM systems such as HubSpot and Salesforce helps to enable effective decision-making and strategy execution and can aid in streamlining operations and improving performance.
Automation within the Revops department can offer a comprehensive view of the journey a customer goes through, identify stuck points and drop off points, and manage your pipelines and funnels more efficiently.
Using an iPaaS to Automate at Scale
While individual automated workflows can be quickly implemented and solve problems as they arise, more problems are created in the long run without a strategy for automating at scale. Lost opportunities and revenue, longer response times to problems, and more complicated, jagged workflows are just some of the issues that may arise when automation is not strategically implemented across business functions.
Adding an iPaaS to your tech stack allows you to automate at scale company-wide; enable applications to “communicate,” sharing data and improving workflows; and connect business functions to increase overall success. Properly implementing an iPaaS can be difficult, so we recommend working with an IT services partner like Boston SoftDesign to ensure the process is done correctly, saving your internal IT team time and resources.
