B2B marketing or sales disconnects can affect customer relationships and eventually impact potential revenue in the long run. Here are a few internal or external disconnects that could be affecting your marketing goals.

The online marketplace is more competitive that ever today, putting greater emphasis on brands to recreate better online journeys. Building a seamless online buying experience is something that can be achieved easily even by lean teams, given the range of martech automation and eCommerce platforms.

But, the adoption of newer or better martech or associated tools is not the only answer to enhancing and maintaining a seamless buyer journey that helps differentiate your brand from the rest.

The actual fundamental lies in connecting systems, internal processes, external goals while keeping a uniform framework in mind that reiterates on ‘’what a brand’s online buying journey should look like’’.

Different teams and brands will experience a different set of disconnects at various stages of the product or brand lifecycle. The idea is to constantly measure what’s working or not, evaluate what needs attention and why, then implementing the right processes and tools together to help reshape disjointed customer journeys and customer experiences if any.

Here are a few factors to consider if you feel like your online buyer journey could be having too many disconnects:

A Need to Realign Marketing/Sales/Customer Facing Tactics Using a Unified Source of Truth

A brand’s go-to market process or strategy can be severely impacted when different teams are using different platforms to store their data or automate future campaigns or even website triggers (their chat bot, popup, etc).

Even if a brand has different platforms in use, while it is usually advisable to unify processes by having these teams run their campaigns and store their data on a unified CRM or automation tool, for brands that prefer different platforms: a better process has to be put in place where marketing/sales leaders can come together to define what type of GTM strategy or customer journey should be put in place and how before placing prospects into a unified CRM or tool that can allow both teams to align on messaging that drive a more uniform prospect or customer journey.

For brands that have a different popup tool that is collecting information on subscribers and a different chat bot tool that is collecting chat information into a different platform, the need to get this data into a system that allows both, the marketing and sales team to define next-best-steps becomes more crucial, for instance.

The key requirement revolves around constantly measuring the state and effectiveness of your actual buying journey (remember, how secret shoppers work?), evaluating better ways to drive your GTM process while also understanding more on what your customers and prospects want (intuitive experiences).

In a crowded digital environment, the need to create deeper customer connections is important, and not impossible.

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