How to build the architecture for sales and marketing

Have a real business need behind every investment

Often, decisions about sales & marketing architecture are made by an IT department that wants to build and maintain a perfect puzzle. But it’s important to remember that technology is a tool with no meaning in itself. Every investment should have a real business need and a target behind it. Targets, sales, data collection, IT, customer care, and value creation should all be driven by the business and its goals.

Build from the bottom up — gradual scaling helps to validate investments

When building any architecture — no matter how complex — it is good to start with a simple core question: what are we trying to solve, and how are we going to do it while simultaneously testing business results and validating future investments?

Valuable lessons for building a sales & marketing architecture:

  1. Keep asking the question: what are we trying to solve?
  2. It’s less risky to build from the bottom up. Start with smaller testing and MVP experiments, as this means lower costs compared to large one-off investments with uncertain results. Lower costs mean the possibility for more testing and therefore more data. Build on top of knowledge, reliable data, and measurable results. This works even when the end result is a large system or net of systems.
  3. Growth hacking and experimentation work. This includes many trial-and-error projects to achieve successful results, and requires a company culture that is open to transformation and working towards a common business goal.

Two scaling examples to take note of

1. A marketing-automation implementation project

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Columbia Road

Columbia Road

Nordic digital sales consultancy. We help companies get more revenue and more customers in the digital era.