From Ad to Quote - The Sales & Marketing Engine.

Digitizing sales in the midmarket is complex because it requires the integration and management of multiple channels and systems. The implementation of digitalization presents companies with significant challenges, especially in the area of change management. Successful sales and marketing transformation requires careful planning, training, and process adaptation. Special attention should be paid to

• Integration of different systems (BI, CRM, ERP): The integration of BI, CRM and ERP is crucial to keep data consistent and accessible.

• Multi-channel strategy: The use of multiple sales channels such as email, phone, digital platforms or social media requires a well-coordinated strategy to ensure a consistent and effective customer approach.

• Change Management: The transformation to a digital sales force requires planning and adaptation of existing processes. This includes both technological and cultural changes.

An integrated approach to digitizing B2B sales brings together multiple systems and processes into a cohesive operating model - we call it the Sales Engine. This enables data-driven decisions, automated processes, and optimized customer interactions - the following are some of the building blocks:

• Website: First point of contact for prospects and platform for lead generation and qualification.

• CRM & Marketing Automation: Captures customer information and enables personalized campaigns, streamlined communication, and efficiency.

• Outbound Sales: Proactive customer outreach and targeted offers that complement inbound strategies.

• Online Marketing: Extends brand reach through targeted advertising and content marketing; supports lead generation.

• BI & Analytics: Provides insight into customer behavior and sales performance, supporting data-driven decisions.

• Self-service: Enables customers to access information and complete transactions independently, reducing distribution costs.

TISA, Europe's most personal freight forwarder, implemented a comprehensive digital transformation program to optimize its sales and marketing processes. With Sales Engine, which unifies different channels and systems, TISA was able to improve the customer experience and make internal processes more efficient. Measures included

• Brand facelift: Modernization of the brand image to strengthen brand perception and increase customer appeal.

• Website Relaunch: Completely redesigned website with clear structure and modern design to improve lead generation.

• Salesforce Implementation: Centralized customer information and automated sales processes for more efficient customer service and lead tracking.

• Online Marketing: Implemented a targeted online marketing strategy including SEA/SEO, social media & content marketing to increase visibility and generate qualified leads.

Technology optimizes the sales engine through automated sales processes, real-time data analysis, and improved customer relationship management. CRM systems integrate sales and marketing channels, improve communication, and increase efficiency. This frees up reps to focus on strategic tasks.

Salesforce: Salesforce provides a comprehensive CRM platform that automates sales processes and improves lead tracking. Its strengths include real-time data analytics and deep integrations. The Customer 360 concept integrates marketing automation and customer service for a 360° view of the customer. We are a Salesforce partner and can help you implement the system.

HubSpot: HubSpot combines CRM, marketing and sales automation in one platform. Its strengths are personalized marketing campaigns and detailed sales analytics. HubSpot also offers customer service tools that enable fast support and automation. We are a HubSpot partner and can help you get the most out of this technology.

Efficient processes are crucial in the IT system landscape, but the requirements are complex and growing. With the help of system integration, different environments - such as ERP, CRM, PIM, payment and many other applications - can be connected and successfully managed.

System Integration Expertise: System integration enables seamless data exchange. For example, orders are automatically processed and inventory levels are synchronized. Our system integration toolbox includes powerful tools like Mulesoft, Lobster, Azure Data Factory and Talend.

API development expertise: Off-the-shelf solutions are often insufficient to meet complex business needs. That is why we develop custom software solutions that are tailored to your exact needs. Our expertise in API development and management allows us to build powerful interfaces using REST or GraphQL, among others. These solutions ensure seamless integration with your systems and data sources.

In the face of economic challenges such as recession, declining number of orders and increasing pressure to go digital, one thing is clear: the party is over. In our OMR Masterclass 2024, our founder Matteo Ender and partner Manuel Kuhn present the B2B Marketing & Sales Playbook - a strategic guide with seven success factors that are crucial for your business success.

From account-based marketing to social selling and digital self-service platforms: Learn from best practices and real-world use cases how to optimize your customer journey and drive sustainable revenue. A must-watch for B2B decision makers and marketing professionals.