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In honor of National Marketing & Sales Collaboration Day, Invoca is celebrating customers with outstanding sales and marketing partnerships.
In our recent study, we uncovered a mind-boggling finding: while 9 in 10 believe that marketing and sales alignment is important for driving revenue, only 1 in 10 say their teams are strongly aligned. Companies with strong marketing and sales alignment are outliers, and they’re reaping the rewards of higher profits and business growth.
In this post, we’ll share how leading organisations improve collaboration between sales and marketing with Invoca’s revenue execution platform.
With Invoca, University Hospitals discovered the phone leads its marketing efforts drove were being misrouted, resulting in a huge drop-off in appointment conversions. Of the 5,800 calls per month going to that service, only 10% were resulting in appointments.
This allowed the marketing team to approach sales with hard data to resolve the issue. Over the years, the marketing team has developed a philosophy for collaborating with the contact centre: if they come to them with a problem, they can bring a solution as well. This approach reduces fingerpointing and fosters a more productive relationship between the teams.
Together, the teams collaborated to resolve the routing issue, implementing Invoca's integration with Salesforce Marketing Cloud. By dynamically swapping out generic call centre numbers with those of the patient's preferred provider, patients were directly connected to their desired specialist. This reduced call durations by 50% and increased conversion rates by 300%, improving both patient satisfaction and operational efficiency.
Read the full University Hospitals case study to learn more
In the past, Windstream didn’t have a full-funnel view of how marketing campaigns contributed to revenue in the contact centre. Now, with Invoca, the marketing team can track which efforts drive the most conversions and allocate their budget accordingly.
In addition, Invoca’s insights have helped the marketing team form a stronger partnership with sales. The two teams can now track the entire buying journey and identify where pain points and inefficiencies occur. They can work together to correct those issues so that the path to purchase is seamless.
With the help of Invoca, Windstream drove these incredible results:
“We’re a better marketing organisation because we have a strong partnership with sales,” said Aaron Pierce, vice president of marketing at Windstream. “Our teams have realised that we make each other better — I think that’s the biggest win. And now, when we have a problem, we can put all the smartest people together in the room to tackle it.”
Read the full Windstream case study here
When Melissa Reilly started with US Bank/Elavon, there was little to no communication between the marketing and sales teams. Drawing from her experience, she proactively connected with the sales team, helping ramp them up with Salesforce and Invoca.
Her efforts in aligning the systems and processes of both teams ensured that technological integration was seamless. By working closely with marketing and sales daily, Melissa bridged the gap, fostering a collaborative environment that significantly improved performance.
Nemours Children’s Health experienced challenges with low answer rates in some call centres, leading to missed opportunities and wasted marketing spend. Invoca’s call answer rate reports enabled the marketing team to identify and address these issues promptly.
Through closer collaboration between the marketing and contact centre teams, facilitated by Invoca’s insights, Nemours reduced hold times and improved answer rates. This created a seamless buying journey, resulting in higher conversion rates and lower cost per lead.
Read the full Nemours Children’s Health case study here
Organisations like University Hospitals, Windstream, Nemours, and US Bank use Invoca to streamline operations, foster cross-functional collaboration, and drive better results.
Want to learn more about how Invoca can help you improve sales and marketing collaboration? Request your personal demo or check out these resources:
