How To Align Your Marketing, Sales & Support Groups, Interview With Mike Korba, CCO at User.com

Korba explains why it’s important to align your customer facing groups and how to do so effectively with unified data.

PEOPLE

TAKEAWAYS

  1. Decide what your one source of truth is (for customer data); where are you tracking your whole customer journey.
  2. Align your three departments (marketing, sales, support) to work together towards common goals, using KPIs/OKRs. It’ll help each department to know what others are doing and what the customer journey has been.
  3. Be human. On the other side of the screen are real people with real needs; i.e. don’t treat them as just traffic or leads.

TIMELINE

  • 01:40 – Overview of User.com, a marketing automation software platform with unified data from several channels (e.g. email, chat), a CRM for an online businesses.
  • 04:20 – Why is it important to align marketing, sales & support? Aligning helps a company grow faster, in a sustainable way and prepare for scaling.
  • 06:30 – When to have one platform versus specialized products? The goal should be to deliver a great/unified customer experience via a single source of truth data.
  • 12:50 – How do you unify data using separate systems (e.g. Salesforce, HubSpot)? Treat them as sources of truth and integrate them (e.g. using Zapier). If you’re a smaller company, start with something smaller (e.g. user.com). Also, many existing companies are moving from single products to an all-in-one solution approach (e.g. Zendesk).
  • 18:15 – Takeaways (see above)
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