Data Analysis in Marketing and Sales: how important is it?

In general, marketing is of paramount importance for the competitiveness of businesses in the market. After all, this strategy qualifies and differentiates one brand from another, showcasing its true values ​​and seeking to please customers according to their needs.

However, marketing alone, such as on social media, doesn't yield many results without a well-structured sales process. Therefore, in this article we will explore the relationship between these two sectors and how they intersect. Data management is the most efficient way to structure them. Happy reading!

By now, you've probably realized that the sales process is a continuation of marketing efforts, right? For this reason, a well-known term in the field has emerged: vendarketing . When these two areas are well aligned, they can further boost sales volume.

If a business has a marketing structure but no sales, it doesn't offer opportunities to generate leads , for example. This is because not everyone who comes into contact with your business online is convinced by your offer. When working with leads, all it takes is a little "push" to turn them into loyal customers. Without a sales structure, combined with inbound marketing, this process is not possible.

Now let's look at the opposite situation: if a business has a well-structured sales department, but does not have well-defined and strategic marketing processes, sales may even happen, however, the work tends to be much greater! In practical terms, salespeople make a living from cold calls, they can generate friction between themselves due to a lead that got in touch, etc.

Furthermore, there are businesses that simply buy contacts in an attempt to achieve significant results. However, buying contacts is not the best approach, as we don't know what kind of audience is coming from them. For this reason, sales and marketing alignment is extremely important . Even if they are completely different sectors, such as products or services, they can very well relate to each other to obtain joint conversion strategies.

The benefits of this approach are clear. According to a study by the Aberdeen Group, organizations with aligned marketing and sales teams achieve 20% annual revenue growth while companies that do not adopt the strategy have seen a 4% annual revenue drop.

Data analysis is the ideal way to bring the two sectors together; through data management and a data-driven culture , we need to create or optimize some important actions. See below:

We know that two different groups can develop work better and generate more assertive analyzes for the business if both are willing to communicate.

For this reason, it is crucial that these two sectors promote ways to connect continuously , whether through internal chats , daily meetings, emails, or other related tools. This way, data integration is much more efficient and seamless.

A Service Level Agreement is fundamental for integrating sales and marketing. This allows us to gain a better understanding of each department's tasks, their respective results, and how these results intersect.

With increasing technological development, we have seen the emergence of various automated tools to assist us in making decisions based on data analysis and cross-referencing.

To merge marketing and sales results and actions, it makes sense to have ERPs to centralize this data in one place and process it in real time. This allows for the implementation of new strategies to increase results, optimize activities, reduce bottlenecks, and much more.

As mentioned in the previous topic, centralizing information is the first step towards managing and analyzing data even more efficiently. This is because, when it comes to marketing and sales , it's quite common for information to be scattered across numerous tools—since we are constantly creating data.

To reduce this dispersion, allow this data to be centralized. This makes it easier to access them, make intersections, etc.

If we are to centralize this information, we also need to keep in mind that this data needs to be categorized and very well organized . For this reason, it is crucial to classify this data in an intuitive and clear way, including name, destination, origin, email, city, frequency, purchase journey, and anything else relevant for clearer organization.

Today, some tools use the sales funnel for this purpose, and can assist with several types of analysis such as descriptive analysis, predictive analysis, prescriptive analysis, and diagnostic analysis. Through databases, this analysis can become an essential marketing strategy for your business, providing data through dashboards and promoting a business intelligence culture.

Since keeping data up-to-date is important to avoid any discrepancies in future strategies and treatments, it's crucial to establish a consistent cycle. Therefore, try to create a regular update schedule , especially if your business works with an excess of primary data that isn't collected automatically.

In practical terms, you can send emails to customers sporadically so they can update their registration information, thus keeping your database based on real information and within the law, such as the LGPD (Brazilian General Data Protection Law ).

In general, we can define that ROAS — acronym for Return on Advertising Spend, or Return on Investment in Advertising — is one of the most important metrics in digital marketing. In this analysis process, this metric is the basis for understanding how much return on advertising a company will have when investing an amount of resources.

However, many people tend to confuse ROAS with ROI (Return on Investment). While ROAS is more tactical , focused on marketing, ROI is strategic , linked to the business objective. In other words, the latter is used to measure the profit generated by ads in relation to their respective costs. In contrast, ROAS measures the gross revenue from the investment, as it is a metric focused on the performance of online ads.

As a digital transformation company, Bytebio can contribute to your business through consultancy in Analytical Marketing. In other words, we will analyze your business data in search of insights and information that can bring more clarity to strategies and, consequently, more efficient actions in the tactical marketing plan, achieving even greater assertiveness in your campaigns and sales.