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The True Cost of Context Switching for Marketing

Posted by Bob Grant on Nov 29, 2022 11:31AM

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HubSpot’s All-in-One CRM Solution Improves Productivity

There is no shortage of software tools and systems to support a company’s marketing efforts. In fact, research by HubSpot shows 88% of marketers are using up to 10 different CRM tools to connect with current and prospective customers. With all those resources in place, B2B companies should find it easy to grow their business, right? Wrong.The True Cost of Context-Switching-bodyHaving multiple siloed systems causes a phenomenon called context switching, which occurs when marketing and sales teams must mentally shift gears as they toggle from one unrelated tool to another. Context switching is different from multi-tasking, which is defined as working on two or more tasks at the same time. The interruptions and disruption caused by context switching have a huge negative impact on productivity, as well as a detrimental effect on the customer experience.

So, what can be done about it? A recent report released by HubSpot and Grant Marketing, The True Cost of Context Switching, examines the aspects of the issue and proposes an effective solution to the problem. Here is a summary of the findings.

Disconnects negatively impact the customer experience

Purchasing behaviors have evolved over the past few years, particularly during the pandemic. As marketing and sales teams strive to provide a personalized experience for customers in the post-COVID world, they rely heavily on a variety of CRM tools to collect, organize, and analyze customer data.

However, siloed systems result in “bad, missing, or conflicting customer data,” according to the report. This leads to an incomplete understanding of customers, inadequate information about sales leads, and it challenges the ability of marketing and sales teams to stay aligned. Inevitably, the lack of integration of CRM tools results in disjointed customer interactions.

Siloed systems reduce productivity

When technologies are not integrated, marketing and sales teams spend excessive amounts of time preparing and segmenting data from separate sources. In fact, according to HubSpot’s research, up to 40% of an employee’s productivity can be consumed by constantly switching gears to log into multiple tools. Further, the global cost of lost productivity is estimated at $450-650 billion.

There are indirect costs to context switching as well. Marketing and sales teams may be making decisions about campaigns and content creation without the benefit of important customer information. Handoffs from marketing to sales may be awkward, causing friction and damaging teamwork. 

A solution for sustainable growth

B2B companies need an all-in-one system that avoids the costs related to context switching and promotes sustainable growth. HubSpot’s Marketing Hub empowers businesses to focus on providing a personalized customer experience while maximizing the efficiency and teamwork of marketing and sales teams.

Not only can businesses reduce costs related to decreased productivity and maintaining multiple, siloed systems, HubSpot’s B2B marketing automation impacts the bottom line with more website traffic, increased lead generation, and a higher number of closed deals.

Grant Marketing is ready to help you learn more about how HubSpot’s all-in-one CRM platform can grow your business with tools that are powerful alone, but better together. Schedule a demo here, and download a copy of the report, The True Cost of Context Switching, here. Call us today at (413) 259-0319 to get started.

Topics: B2B marketing strategy, marketing goals

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