How a Sales Hub Improves the ROI of Existing Technology
by Bill Rose, on Dec, 9, 2019
While the evolution of marketing technology is constant, so are the demands and responsibilities being placed on the marketing team. Innovating to meet the ever-growing expectations of customers is contributing to this constant change. From within their companies, marketers are facing imperatives to prove how their content and programs are contributing to top-line revenue growth, as well as bottom-line improvements.
Yet challenges to meeting all these demands is a struggle. From visibility to buyer insights to aligning with buyers’ needs at all stages of the customer lifecycle and proving business impact, there’s no shortage of pressure. In response, marketers are not being shy when it comes to the technology they choose to gain an advantage.
The 2020 Martech Replacement Survey found that 83% of marketers responding had upgraded or replaced at least one martech application in the last 12 months. As the report states, “It’s not just low-impact point solutions being replaced. Mission-critical applications including CRM and marketing automation are among those being upgraded.” It’s interesting to note that commercial and homegrown apps were replaced at a rate of 51% to 49%, respectively.
Better features and integrations, along with measuring ROI, compliance and data management were the most frequently cited reasons for upgrading an app or system. Lowering costs was also a factor.
Marketers are choosing technology replacements that are often heavy lifts. Marketing automation was the top choice with CRM and Analytics/BI tying for second place. With the never-ending to-do list marketers have, there’s a way to upgrade and get more from your existing systems by considering how you choose to enable your sales teams. And to do so in a way that also contributes to improving your visibility and impact on engagement across the customer lifecycle with the systems you have.
Why a Sales Hub?
A Sales Hub serves as a bridge between marketing and sales that provides sales enablement content, tools and training to help sales reps get sales done. The beauty of a Hub—rather than a sales enablement platform—is that it easily integrates with marketing automation, CRM, your ERP, document management systems like Box or Widen, and other systems that should be connected to create a comprehensive environment with visibility across buyers and customers.
A mobile-first, AI-powered Sales Hub takes away the struggles your reps have with finding content on the fly, in meetings and to ignite conversations with buyers and accounts. The Hub also enables just-in-time learning so your reps will be relevant and on point in every conversation. And, it never allows them to share outdated content. Even if they’ve sent a buyer a link and your content is updated, when the buyer clicks, they’ll get the current version.
Easy integrations and a REST API mean that your Sales Hub can push and pull data and other processes between systems, reducing data management efforts and allowing access to comprehensive reporting at scale.
If visibility into programs and buyer engagement between marketing and sales has been a challenge, consider it solved.
Customization should be table stakes. The ability to white label your Sales Hub is an imperative for a consistent experience when taking your brand to market. Don’t limit yourself to colors and inserting your logo. Think about presentation, naming conventions that represent your brand, workflows consistent with your processes. In other words, you don’t have to fit the Hub, the Hub will adapt to fit your organization’s needs.
A Sales Hub built with security in mind and the ability to apply user permissions across groups and categories means the right people will have access to just the content they need—every time they need it. And for those situations when others across the organization need access to view content, we can solve that without the need for you to acquire licenses for every user outside of sales. As organizations dissolve silos and get everyone on the same page, the need for visibility keeps expanding. Your Sales Hub should address this need affordably.
Gain Versatility with a Sales Hub
While enabling field sales reps is its primary use case, several others will make your Sales Hub a versatile system that does more. Think of it as your Swiss Army Knife for selling and retaining customers.
Here are three examples:
Channel Enablement: Dealers and distributors are a big deal for many of our customers in the manufacturing and medical device industries. Implement your Sales Hub to provide areas for each dealer in your partner ecosystem. Your channel marketers can easily manage content distribution in alignment with which products a dealer sells, related training and assisting with opportunity engagement. The Hub can also alert territory managers when a partner needs help and you’ll gain a wealth of insights on channel engagement with dealers and with their buyers. Your channel performance will thrive when you give dealers and distributors more selling time.
Field Service Enablement: Several of our customers have embarked on projects to apply Modus to case management as a mobile support app for their professional services team to help their technicians improve communications and save time. If your goal is to improve customer experience, a Sales Hub can help you make service calls more efficient, reduce truck rolls and reduce time to resolution for service issues. The functionality available in your Sales Hub applies directly to enabling field technicians with integrations that connect your service tickets with your reps in the field. You’ll see the difference as your customer satisfaction and NPS scores rise.
Customer Enablement: Just as your Sales Hub empowers dealers and distributors; it can serve as an account portal to empower your customers. An integration with your ERP can allow them to check orders and self-serve for other account-related tasks. Microlearning can be enabled as an onboarding program and keep your customers abreast of product updates. You can also push alerts to accounts when new products become available or to their account rep if they inquire about their account.
The Right Technology Makes All the Difference for ROI
So, yes, marketers aren’t shy when it comes to replacing technology. But being smart about how you do it can make a world of difference to the ROI you can gain for marketing programs and the existing technology and systems you’ve already invested in. By rethinking the way you apply technology, a Sales Hub can become the foundation for not just getting sales done but for getting business done across the board.