I'd like to find out about benefits of using RPA in marketing and sales.
For me there are so many areas and well documented - chatbots to speed up client query resolution, bots doing order orchestration etc. For me it is the hidden processes which should be exploited - contract generation and checking, sales order verification, client data cleansing, project component checking, running campaigns and ensuring stock levels are sufficient to cope with orders (if you have multiple systems) - anything that you need to do to ensure your sales and marketing teams are spending more time in front of your prospects rather than in front of a computer capturing data.
Then there is the sales operational angle - capturing expense claims, capturing sales order details, capturing any data, comparing quotes, sending out regret emails.
If your organsiation has invested in RPA for an operational division you already have a Robot, you should definitely use it to unlock benefits in S&M.
If your marketing and sales include any process/steps that repeat every time, a process that does not need any human intelligence, the process if you train anyone can execute without any external help can be automated using RPA.
Ex -Assuming, a part of your sales is creating prospect which includes networking and processing user information can be automated, let's say you have a sales executive solving user queries on product information and features, information which will never change until you come up with new features, such process can be automated using Chatbots.
In short, any repetitive work which does not require any human skills at all can be automated.
Two use cases come to my mind in using RPA in marketing & sales.
1. Processing data: Many times marketing/sales teams like to slice & dice the data themselves to better understand the opportunity; however, the data from the various sources are in different formats, hence most of the time is consumed in correcting (usually in spreadsheets). RPA can be thought to read the data from all sources & consolidate it in the single spreadsheet.
2. RPA can be used to check for bids / RFP of the sites to automatically update the CRM with the details to track.
I think it might be better to look at automation as a whole and not limit yourself and your team to RPA. If you're looking at this from a holistic point of view to get the biggest bang for the buck, you need to be looking at both back end, front end, internal, and external systems and processes. Look for databases that can automate and push out marketing information, look for processes that are mundane and simple that can be eliminated by automation, and look for data cleansing and data wrangling that a data scientist can help with to forecast your company's success in the market. This is a much larger conversation than just having a bot do some business processes. :) It can change your entire business model and effectively increase your sales exponentially.
I would take a look at how your team do it now, without automation. You are sure to find a number of tasks that are repeated over and over again for multiple leads / customers. Fetching data from multiple non integrated systems / reports is a classic example. These are the kinds of tasks that make great Intelligent Automation case studies. Add to that the benefit of eliminating any human error in those processes, and you've got a winner.