The Opportunity to Improve Sales Automation
Sales campaigns are subject to the same personalisation demands as marketing campaigns. There is an opportunity for marketing to align and improve results.
When Google announced stricter spam filters for bulk senders last year, there was a spike of alarm from email marketers. The concern subsidised once marketing technology teams reviewed the guidance and realised that it was merely formalising a set of best practices already followed by any permission-based email marketing program. I wrote about the implications of the changes at the time.
Meanwhile, LDT leaders and sales operations executives are still talking about the impact that tougher spam complaint thresholds could have on their email outreach programs. The differing reactions are not unexpected. Marketers have spent the past decade adjusting their strategies to fit increasingly stringent data protection rules. At the same time, legitimate interest guidelines have been used to spare sales teams the same restrictions.