Difference between Marketing Automation Software & Sales Automation Software
Difference between Marketing Automation
Software & Sales Automation Software
Most of the times for us to make out the difference
between sales automation software and marketing automation software become too
difficult. Maybe you think both are the same? The answer is no, not at all;
they are not same. Both sales automation software and marketing automation
software have their own specific features and advantages in the sales and
marketing process. Both the software have become an inseparable part of
businesses these days. Seeing at a macro level sales automation software and
marketing automation software looks same; however, they serve different
purposes. Let us look into the major differences between marketing automation
software with sales automation software:
The difference in Primary User: The primary user for sales automation
software and marketing automation software is very different. Sales automation
is used by sales reps but marketing automation is used by the marketing reps.
Now, it doesn’t mean that only the sales reps using the sales automation
software; there are other teams as well using the sales automation, but here we
are only discussing the primary user. Marketing automation software is more
advanced than sales automation as it is developed to meet the needs of
different types of marketing campaigns. Marketing automation software allows performing
different action types, like changing field values, editing records, aligning
records to a CRM, distributing leads, and so on. However, with sales automation
software, it has workflows used by the sales reps when tracking leads like
sending emails, text messages, etc.
Email Source: Another major difference between marketing automation
and sales automation is the manner that email messages are sent. In marketing
automation software, emails are sent through the marketing automation
provider’s network; but, in sales automation software emails are sent through
the business’s own email server. It can be an exchange server, Office 365,
Google, etc. Sales automation offers better control over the emails with better
deliverability, and an option to unsubscribe in the emails.
Tracking Emails: One more difference between sales
automation software and marketing automation software is the manner these
softwares track emails. Marketing automation tracks the number of emails opened
and clicked; but, it doesn’t detect if anybody replies to an email. Contrary to
this, sales automation is effective in detecting replies. With sales automation,
contacts can be automatically removed from the workflow if the deal is closed
or not interested in product and service; but, with marketing automation
software, prospects need to be manually removed if they are closed or not
interested in product or service. Marketing automation is ideally used to
establish relationships with existing clients; but, sales automation is used
for establishing new relationships.
Target Audience: The last notable difference between sales
automation software and marketing automation software is the target audience
contacted and in which stage of a buyer’s journey. Sales automation software is
simple, and due to its sales-friendly setup, it is used to fill the top of the
sales funnel. Relationships at the top of the sales funnel are delicate and not
completely established; in such scenarios, sales automation software acts as a
savior to create strong connections. Sales executives can take most of the
advantage of sales automation software that helps them to build strong
connections at the beginning of a buyers’ journey. On the other hand, marketing
automation software is ideal for contacts in the middle or bottom of the
funnel, when a relationship is already established.
In a
simple language, automation software is used by marketers and intended for
middle to bottom of the funnel people. It is perfect for nurturing warm
prospects or existing clients, establishing stronger relationships, and
up-selling customers. However, sales automation software is used by sales
executives and intended for the top of the funnel sales activities. It is
perfect for Account-Based Marketing (ABM) and prospecting.
Summary: As the technology advancing day by day, companies are
investing in both sales automation software and marketing automation software.
Companies are using marketing automation software to improve the performance of
their marketing campaigns and add efficiency, and on the other hand, they are
using sales automation software to help sales executives in simplifying their
work and build stronger relationships with prospects.
