Sure — if you’re lucky (or psychic), opinions and gut feelings do sometimes yield great results. But when it comes to making serious business decisions, it’s usually best to instead rely on cold, hard, indisputable data. Because data is (obviously) impartial, it doesn’t take sides, and instead works as an olive branch to bring teams together where before those gut feelings may have driven a wedge.
Just take a look back at the history of Tegile Systems’ Marketing and Sales teams. They couldn’t agree on what could have been simple things — such as what a qualified lead looked like — and they didn’t trust each other because the teams and their KPIs were so siloed. Sales believed one thing, Marketing believed another, and the two couldn’t find common ground because the metrics they were reporting on weren’t consistent or conclusive. Because of a lack of normalization in the database, even the Executive team didn’t thoroughly trust the reports that were coming out of Marketing.
The team needed to figure out how they could:
- Look at metrics that would add value for both Marketing and Sales
- Report on what they were accomplishing for the business beyond generating leads
- Normalize and optimize the system of record to inspire more trust in the end results
- Make better decisions about how to allocate resources
Marketing recognized that it had a serious reporting problem, and they set out to solve it by implementing BrightFunnel’s platform as a source of conclusive truth across the company. Marketing Operations Coordinator Josh Lucas described this by telling us that “We wanted to see what was helping to drive Sales and the business. What’s delivering pipeline and revenue? Where should we continue to invest? What isn’t performing as well as we’d thought? These are the kind of questions we could start digging into with BrightFunnel.”
So what happened after they made the switch, normalizing data across the board and providing accurate metrics around campaign performance where before there were discrepancies? For starters, Marketing was suddenly able agree with Sales on what a quality lead looked like, and which campaigns they should focus on to bring in the most ROI.
As Josh put it, “There were programs that Sales didn’t think were working, but Marketing could confirm that they were in fact seeing success. On the flip side, there were events that the Marketing team thought were successful, but then the data would show that no real revenue was coming out of them. The data increased the base-level of trust between the different teams, which resulted in a more unified Sales and Marketing strategy going forward.”
In addition, BrightFunnel now helps Tegile’s Marketing team better plan the upcoming year’s budget by thoroughly analyzing data from the previous year, drill down into data more quickly, and confidently report on the campaigns that deliver pipeline and revenue for the business.
Josh summed these improvements up well by saying that “BrightFunnel lets us be more strategic in our decision-making instead of relying on campaign performance guesstimates. Full-funnel attribution and waterfall analysis let us see exactly where we need to focus our marketing efforts in order to increase deal velocity and move more opportunities through the funnel to closed-won.”
Check out Tegile’s full customer success story to read more about how their Marketing and Sales teams were able to work better together by relying on data.