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Factors Limiting Business Growth: Operational Efficiency

Many entrepreneurs make the mistake of focusing too much on the marketing and business development. But one aspect of their business that may be limiting growth is poor operational efficiency. It’s important for the key departments to be aligned with the greater goal of the business and be in sync with each other to avoid conflicts and clogs in the system. Here are some common areas where improving operational efficiency can lead to faster growth.

Sales and Marketing Communication

A common mistake is separating the sales and marketing department into separate groups when they should be working closely together. The marketing department provides the sales team better information on how to approach leads and qualified prospects. The sales team provides feedback to the marketing team, so the marketing team knows which leads are producing results. Strong communication is essential and a system connecting the departments is vital for this communication to happen. The result is marketing and sales working as a team rather than separate divisions.

Using Technology for Automation

There are a vast number of tasks and processes that can be automated with the help of technology. Use the right automated marketing platform to assist the sales and marketing departments with automated voice messages, automatic email follow up, personalized messaging, etc. Business platforms can also help with streamlining various processes. Utilizing the right technology improves the productivity of the entire office.

Utilizing Data to Make the Right Decisions

Another asset to improve operational efficiency is data. Tracking and collecting data from prospects across marketing channels such as SEO, social media, and email marketing offer the biggest impact when correctly utilized by marketing and sales activities. Setting KPIs and analyzing the data provides insight into which campaigns and channels are working. Overall, the data analysis gives the big picture of your business. Once there is an understanding of the data, focus on the marketing activities delivering the best results and stop activities costing valuable resources.

Auditing Your Entire Business

A big part of improving operational efficiency is asking the right questions and doing comprehensive audits. Find out which departments contribute to the greater goals. What can be improved in the processes of these departments? Which resources are being wasted? How can teams work more efficiently? Research management, how to improve communication, and new employee onboarding. Taking a strong look at each area of the business and asking the right questions is the key to coming up with a solid strategy.

In conclusion, operational efficiency plays a big role in business growth. Using marketing automation and CRM platforms are a huge asset in improving efficiency. However, the greater picture is still important. Consider how all the different moving parts of the business and how they work together with the goal of an efficient operation.

About the Author:

Eric Murphy
Eric Murphy is the Digital Marketing Manager at ActiveDEMAND. He is responsible for driving the marketing strategy for the ActiveDEMAND integrated marketing platform. He has a strong background in online marketing, communications and working closely with sales teams. For many years Eric was an evangelist and marketer for the industrial communications community through guest articles, maintaining industry blogs and speaking at conferences and other events.