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With communication taking on digital forms, tech-based tools and solutions are lucrative to the success of a modern sales and marketing strategy. A successful tech-based communication strategy depends on defining the plan, finding and implementing the right tools, and taking measures to ensure their longevity. The following steps can help create a strong and highly engaged workplace with tech-based communication strategy. 

Design a Strategy

In a recent study, 44% of employees surveyed were concerned about information overload with the implementation of tech-based communication solutions. The same survey determined that millennial managers are the most concerned at 51%. Developing a comprehensive communication strategy and training are key components of the success of complex, tech-based solutions. Begin with defining the core values, mission and goals of your company. Your strategy needs to align with these key pillars in order to seamlessly fit in with the current operational strategy. Seek feedback and insight from all levels of your organization to gain a full scope of the internal culture and demands. Use that information to design an all-encompassing communication strategy. 

With your communication strategy in place, design your company branding to construct your sales and marketing digital presence. Tech solutions should have a consistent look and feel that align with your internal culture and help employees feel more connected to the company. This will promote stronger engagement both internally and externally. Branding applies to social technologies as well as messaging tools, helping to promote the company’s image and making it identifiable, trustworthy, and credible amongst industry professionals. This helps to increase communication probability, especially with external marketing efforts like recruiting. Current employees will have an easier time finding the company on social platforms as well, to promote and support the company on a more personal level.  

Implement Tech-based Tools

With intranet, social media, chat rooms, websites, and video, it can be difficult to determine the right tools to implement. Prioritize goals and start internally. Having a system in place that opens communication channels through all levels should be at the top of the list. Invest in a human capital management (HCM) solution, like this option, to do just that. HCM solutions also provide the added benefit of improved external talent management efforts. Once this comprehensive system is in place, smaller tech-based solutions can be implemented, like social platforms or chat rooms. Internal communication should be available 24/7 so employees have accessible information at their fingertips and are able to connect to their work at any time of day. There are many online and mobile integrated applications that can improve employee communication to increase efficiency and allow employees to access information at their own convenience. Be sure to implement training with new tools to ensure employees are able to adapt to new systems and to help increase engagement and productivity. 

Ensure Longevity

Technology is always changing and evolving, as is the way professionals prefer to communicate. Tech-based tools need to evolve with growing demands to ensure their efficacy and longevity. Tech-based communication solutions require expertise to limit barriers and bugs that could hinder effectiveness. Keep communication tools updated and assign a team to perform routine checks and maintenance to ensure your tools run smoothly at all times. To manage costs associated with these tech solutions, a team should also collect data and metrics that reflect the engagement levels related to each tool. 60% of internal personnel do not measure the impact of internal communication. This may increase costs by investing in tools that do not positively contribute to sales efforts. Remove tools that don’t add to productivity or improve communication, and further training and familiarity with platforms that show signs of success. Try to limit the number of tools to three or fewer to prevent confusion, lower costs, and keep everything in a few unified places. 

The communication strategy needs to evolve over time to accommodate changing technology. Seek feedback from users to tailor your strategy and determine which tools are yielding the best results. From there, you can determine the best approach moving forward and further develop your tech-based tools to improve communication overall. 

Want to learn more about how InsightSquared can help you and revenue ops team make better decisions by equipping them with actionable, real-time intelligence on sales and marketing KPIs? Reach out to us here.

Katie LoFaso
Content Strategy Manager at InsightSquared
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