Digital Process Automation in sales and marketing

Expertise in Sales Cloud integration and pipeline management automation for sales enablement.

Salesforce Philantropy Cloud (1)

 

Introduction

Until recently, process automation was a top-level concept beyond the reach of most companies. With technology evolution and digital transformation, it has become a reality for most enterprises.

Digital process automation

The definition of what digital process automation is is simple. Business processes consist of business rules, data, and human decisions. If digital technology lets you automate those business rules, then you have process automation. In other words, with digital process automation, we use software to automate tasks that could be run by a human.

Beyond the obvious benefits, there are social and cultural impacts on the organizations that adopt it. Digital process automation reforms the business processes.

Consider the simple example of a call center.

Sales people answered phones, took orders, and then posted them to their corresponding application for processing. The next step in process automation was phone menu systems that would guide call center representatives to more detailed order specifications or electronic submission forms; or a website if the company’s website served as the customer gateway. Today, chatbots, or natural language processing bots, replaced people to become the most common customer gateway providing an automated salesman to the end customer.

Today, digital process automation covers almost all business functions

  • Composite applications that run cross functional business processes with properly integrated applications
  • Natural language processing bots or chatbots provide first level support in help desks -like iPhone Siri- or recommendation engines that customize the content delivered, empowering customer experience - as in youtube.com or netflix.com -
  • Intelligent decision-making processes that substitute human decision tasks or just simple processes that automate business rules

Application in Sales and Marketing

Sales and Marketing functions have always been pioneers in adopting new trends and technologies. The same holds true with digital process automation. For example:

  • Customer support processes are almost fully automated. These systems generate tickets automatically, send notifications automatically, and provide resolutions automatically in most cases.
  • Inter-partner transactions in B2B environments are automatically executed in a B2B EDI implementation
  • Financial checks and validations held automatically through validation models or composite integrated applications checks
  • Payments can also be processed automatically
  • Using predictive prospecting analysis, where techniques from data discovery, predictive models, statistics, and artificial intelligence analyze customer data to make predictions about future customer behavior and lead customers more efficiently by providing tools and analytical information for marketing models and campaigns

Application in Sales and Marketing

  1. What is B2B Predictive Prospecting?: A Definitive Guide for B2B Marketers
  2. 7 Benefits Realized Through Digital Process Automation

Conclusion

Digital process automation can significantly improve the returns on business sales processes and the effectiveness of marketing campaigns. This can be achieved by using CRM industry leaders, integrated with other components via enterprise service bus architectures and intelligent autonomous modules that may incorporate artificial intelligence into processes.

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