In the spring of 2017, Enfo had a big challenge that they wanted help with. Namely, to seriously measure and streamline their marketing efforts and link them to their business. To bring together sales and marketing into an organization that works towards common and measurable goals.
Today we help Enfo with digital strategy with full focus on Inbound Marketing, SDR (Sales Development Representative) as well as copywriting and graphic design - all linked to HubSpot which makes it 100% measurable.
Implementing Inbound Marketing, lead generation and being able to connect marketing to real business opportunities in a large organization is a tough journey to say the least. It's about rethinking and rethinking - it's about daring to let go of old habits and enter a new world. When a company decides to move towards Inbound, the marketing department starts to take responsibility for medium and long-term sales for the first time in the company's history.
It's cool, but it's also unfamiliar. And it can be a tough journey because marketing is traditionally not used to having KPIs on them - the way sales always has been.
This journey takes time and can feel difficult in many ways, but Enfo has always been determined that measurability and connection to the business is central.
"Structsales has supported us in creating a solid foundation for Sales Enablement, where sales and marketing work towards common and measurable goals - with a focus on the business."
- Lina Tjerneld, EVP, Marketing and Communications at Enfo
Structsales has been the engine and driven the tactical and operational work in the marketing team at Enfo. The focus has always been on creating business opportunities and measurable results from marketing through Inbound Marketing.
- In Structsales I have found a partner who, like myself, is driven by the business in everything we do. We are used to using data to try to understand the world around us and how we can influence it in the right direction, Lina says and continues:
- "The big challenge was to set a common organization and process that turns the ship from traditional marketing to working with modern and digital marketing. In practice, it's about "unifying" sales in everything we do. I have a great team of people who need the right processes and tools to deliver results. Structsales has helped us implement and execute our Inbound strategy and been the engine of the marketing team. In a change journey of this size, coaching and training are important prerequisites and here we have benefited greatly from Structsales' expertise, says Lina Tjerneld, EVP, Marketing and Communications at Enfo
A strong inbound strategy is of course dependent on content that helps realize the company's strategy. Content that helps and engages customers. There is far too little focus on creating really good content and many miss what a bottleneck this can be. Instead, they focus on which Marketing Automation system to choose - but then we start at the wrong end. Start with the customer and the business, and then let the tool help you instead of controlling you.
"Structsales really understands the business and the link between sales and marketing fully. They are marketers who think like a salesperson and vice versa. Absolutely magical!"
- Lina Tjerneld, EVP, Marketing and Communications at Enfo
Niloo Lopez is an account manager for Enfo at Structsales and is the one who has supported Enfo all the way in the Inbound journey. She says it's hard to do this kind of work if you have a 'normal' relationship as customer and supplier. It has to be deeper than that - it has to be a partnership beyond the ordinary.
Enfo chose not only to invest in one of the most powerful tools on the market, HubSpot. They invested just as much in strategy, processes, KPIs and production of smart content - all linked to value-adding workflows and campaigns of course. Campaigns that create leads that an SDR can then contact to further qualify for SQL and business opportunities for the salespeople. Enfo chose to maximize the conditions for Sales Enablement by setting a strong foundation for the collaboration between sales and marketing with the support of us at Structsales.
- The business value is of course enormous. It is thanks to Structsales that we at Enfo have been able to implement our investment in Inbound Marketing. The concrete thing is that we have a marketing process in place, a clear marketing organization with clear roles and KPIs and a fully unified sales and marketing. It's awesome! concludes Lina Tjerneld.