MARKET VIEW 04
Rachel Chesters
DIRECTOR OF MARKETING AND DEMAND GENERATION
At CloudM, we aim to give our customers a choice and autonomy in deciding how to interact with us, and we listen and respect that choice. Because the last thing you want to do is to leave a customer frustrated.
How is your organisation balancing digital with human engagement in the sales and marketing process?
At the moment, one of our key focuses is finding the best way to incorporate both digital and human interaction into the sales and marketing process. We are seeing more and more customers express the desire to transact digitally, whether that's on the marketing side or right through the full spectrum of the purchase cycle. And for me, it's all about giving the customer what they want, so if they want to speak to a human being or if they want interactions to be purely digital, we need to make sure that both are enabled easily and consider both a part of the user experience. At CloudM, we aim to give our customers a choice and autonomy in deciding how to interact with us, and we listen and respect that choice. Because the last thing you want to do is to leave a customer frustrated.
We make sure our sellers have access to the right knowledge, and that they know what's happening in the market.
In your opinion, what strategies can be used to facilitate a better synergy between marketing and sales and ultimately, provide a better customer experience?
We make sure our sellers have access to the right knowledge, and that they know what's happening in the market. It’s important there’s a three-way street between marketing, business development and sales so information is properly disseminated throughout the organisation. We push information their way, but we also rely on each team pushing information back in to marketing. Next, it’s about knowing your audience, and tying into that, it’s also about who you hire. For me, team diversity is extremely important at all levels of the organisation. If you have a diverse team, you can more easily understand your customer base because you're bringing different perspectives to the table. For example, we have a fantastic campaign manager who examines the selling and buying patterns of our customers, and sets up various workflows to nurture those leads, in a way that works for them. So, it’s not about bombarding the customer, it’s about drip-feeding value-added content to them, at a time we think is suitable.
