Achieving sustainable growth requires strategic alignment and innovation across every business function. This was the challenge for Devoteam, a digital transformation leader specializing in ERP system implementation. Despite their strong industry reputation, they faced a critical hurdle: bridging the gap between initial customer engagement and final contract signing. Fragmented operations among their marketing, sales, and product teams led to disjointed customer journeys and untapped opportunities.

Devoteam needed a solution to unify their teams, streamline processes, and enhance customer engagement, driving growth in the expanding ERP market.

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The Strategic Approach

Early in the project, we recognized that integrating marketing and sales was essential for Devoteam to achieve their growth objectives. Our strategy, therefore, focused on four key areas:

Unified marketing and sales strategy. Merging Devoteam's marketing and sales teams into a cohesive unit:

• Team integration: Established a unified team with shared goals focused on growth.
• Aligned objectives: Defined common KPIs to ensure all team members worked toward the same targets.
• Enhanced customer journey: Developed a streamlined approach to managing customer interactions, improving efficiency and eliminating redundancies.

Value chain management. Mapping the entire customer journey to identify key touchpoints:

• Customer journey mapping: Conducted a detailed analysis of interactions from initial contact to contract signing, ensuring a comprehensive understanding of the customer experience.
• Personalized lead nurturing: Implemented tailored communication strategies to engage prospects effectively at every stage of the journey.

Leveraging technology. Utilizing advanced tools to streamline processes and enhance efficiency:

• HubSpot implementation: Optimized communication, lead management and nurturing at the top of the funnel to drive engagement.
• Salesforce integration: Strengthened CRM capabilities to support bottom-of-the-funnel interactions and conversions.
• Open API integration: Connected HubSpot and Salesforce to enable seamless data flow and provide real-time insights for informed decision-making.

Collaborative product ownership. Engaging product owners as key partners to drive success:

• Expert involvement: Tapped into product owners' deep expertise to address client needs effectively and directly.
• Cross-functional collaboration: Fostered a culture of alignment, where sales, marketing, and product teams worked together seamlessly to deliver consistent messaging and a unified customer experience..

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With growth-focused communications, we successfully positioned Devoteam as a thought leader in the market. We developed targeted messaging that addressed the specific needs and pain points of potential ERP clients, ensuring our campaigns resonated with their challenges. A robust content strategy was also implemented, featuring valuable resources such as whitepapers, podcasts, conferences, and seminars. These initiatives were executed in collaboration with Iteo, a B2B communication specialist, to maximize reach and impact. Our collaborative efforts led to significant achievements:

1. Increased lead conversion: Improved conversion rates by providing a cohesive and engaging customer experience.

2. Enhanced client relationships: Built stronger, long-lasting relationships through consistent and personalized communication.

3. Growth in ERP projects: Secured multiple new contracts, substantially increasing Devoteam's market share.

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Key takeaways for C-level executives

Integration drives growth: Breaking down silos between marketing and sales leads to a unified strategy that enhances efficiency and effectiveness.

Technology as a catalyst: Leveraging integrated tools like HubSpot and Salesforce provides real-time data essential for informed decision-making.

Customer-centric approach: Personalizing interactions at each touchpoint boosts engagement and accelerates conversions.

Collaborative culture: Involving product owners and fostering cross-functional collaboration ensures consistent messaging and a stronger value proposition.

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Conclusion

Devoteams journey demonstrates that transforming marketing and sales through data-driven strategies is essential for sustainable growth. By integrating these functions and leveraging technology, businesses can not only improve internal efficiencies but also achieve substantial business growth and results.