In the last decade, the marketing function has gone through a transition. Once viewed as a cost center with “creative folks” coming up with clever headlines, marketing is now comprised of teams measured by how well their leads convert to sales. In other words, marketers are responsible for generating revenue.
Marketers are also responsible for the customer experience. For social media, e-commerce sites, brand reputation. For being company cheerleaders. With all this on their plates and more, the marketing team needs to be perfect at communicating and collaborating with everyone in the company.
Easier said than done. Collaboration can be challenging in many workplaces because departments are often siloed and focused on their own tasks and duties.
Unified Communications as a service (UCaaS) helps break down these communication and collaboration barriers. With UCaaS, employees are able to collaborate with team members from anywhere using messaging, video, text, and other communication tools. Integration with additional cloud-based applications like CRM allows business processes and unified communications applications to be better aggregated.
5 ways UCaaS helps marketing departments succeed:
1. Collaboration with IT
Marketing brings expertise in determining tools and techniques that will produce the best experience for customers, but IT is tasked with actually implementing and running the technology. Bringing the two teams together leverages the talents of both: IT in managing and scaling technology and marketing in using the technology to drive market differentiation and customer preference.
2. Collaboration with HR
Many organizations now realize that consistency is about people, and the service that employees deliver to customers must be maintained consistently across every customer touch-point. The more progressive companies are encouraging cross-collaboration to build strong competitive advantages by defining company culture and projecting a consistent brand image to their employees.
3. Collaboration with Other Marketers
High-performing marketing teams rely on heavily coordinated efforts to deliver a consistent and connected customer experience. To accomplish their goals, specialized teams within marketing must coordinate across functions (e.g., social media, email, website, product, brand). It is imperative that in order to succeed, each team must use the same tools and have common communication preferences and processes.
4. Collaboration with Sales
Historically, marketing and sales already have a communication gap. However, many organizations are recognizing that the only way to “mind the gap” is through better collaboration and a concerted effort to ensure that campaigns have buy-in from both groups; that personas are properly identified and researched; that goals and processes are aligned. When sales and marketing communicate properly, messaging is on target, and the right products and promotions are highlighted, providing the smoothest possible experience to the customer.
5. Collaboration with Customers
In a truly collaborative approach, companies work closely with their customers and involve them at all stages of the product lifecycle. This is marketing with your customers as co-marketers. Once activated, customers will become an extremely powerful and effective marketing force to create online buzz, produce user-generated content, provide referrals, and enrich your content marketing. Having the right tools in place to work with customers makes it easier for both sides to engage with each other.
As the role of marketing expands even more and marketers have additional responsibilities and more accountability for generating revenue, UCaaS can help enable the level of communication and collaboration necessary for marketing teams to accomplish their goals and is the answer for success in 2019 and beyond.