The British Excellence in Sales and Marketing Awards took place on Wednesday at The Grosvenor House Hotel in Park Lane. Hosted by the ISMM, the best of the best attended and only a handful took home an award.
CommuniGator, a lead generation & marketing automation business, took home the Innovation in Sales award. Managing Director Lee Chadwick, talks about what the win means for the company and the future of sales:
"On the judging day, it seemed that there were lots of finalists who knew all about the techniques to innovate sales but not the tools that could enable them. I think that's what set us apart. We use lead generation tools as well as techniques to improve results beyond what's expected in sales at the moment."
What do you think it takes to become an innovator in sales?
"You need to recognise that to innovate in sales you must also innovate in marketing. Our technology, from IP lookup to lead scoring and email marketing all feed into the same pipeline. Once you can harmonise those two teams, you are able to focus on producing more of the right results. I don't think many companies know how to do the "harmonising" part. Which is where our tools come in."
So, how was the award show then?
"It was fantastic, to be honest. The sales summit during the day was a great networking opportunity that showed everyone where sales are going. Being able to show people who are on their website and who is actually interested in their business certainly got our company a lot of attention. Combine that with the marketing automation tactics that everyone is already aware of, I think sales now understand how continuous marketing can feed directly into the sales pipeline with the right tools in place.
Now that we've won the Innovation in Sales award, we're not going to stop there. The future of lead generation within marketing automation is just beginning. It's an incredibly exciting place to be."