Sales and Marketing alignment

A customer-oriented organisation in five steps

Does 'sales' still belong to the restricted domain of your sales department? Then you may have a problem.

Are sales still the exclusive domain of the sales department? If so, you may have a problem, as customer interaction has changed dramatically. Customer contacts increasingly take place via other channels, such as the Internet, social media or relations. The preparation of purchases is also strongly influenced online.

Everybody has a commercial role

Your salespersons are not the only ones who bear responsibility for your company’s lasting commercial success. Within their role, each employee needs to be aware of the ultimate aim of their activities, namely the customer. This requires a serious mentality change with plenty of companies, and perhaps also with you.

More than ever, customers expect to play a central role in your processes. This demands a targeted approach: any interaction between you and the customer matters and has to meet the customer’s expectations. You need to be able to quickly and adequately answer any question from them. In most industries this is the fastest way to strengthen your competitive position.

Your processes from the perspective of your customer’s purchase cycle

Are you ready to take your organisation to a higher level and to increase your growth potential? Then you need to organise your processes from the perspective of your customer’s purchase cycle. You have to meet their expectations with every contact. This also impacts the competencies of your employees and the manner in which technology supports your customer processes.

Create a Buyer’s Journey roadmap in five steps

For the sake of brevity we will not discuss this in depth, but in general terms you build your roadmap in five steps:

  1. describe the purchase cycle for each type of customer
  2. inventory the contact moments (including those with third parties)
  3. describe all those moments, every touch point
  4. identify the most important decision criteria and decision points
  5. convert the schedule into ready-to-use guidelines

 

About Pascal Persyn

Pascal supports organisations in delivering commercial excellence in the areas of Sales Enablement, Content Strategy and Buyer Journey Enablement. His pet projects are about helping companies overcome challenges due to the empowered customer and thus evolving into buyer-aligned organisations. His executive experience in private, VC-backed and public companies enables doing the right thing at the right time with the right people. Don’t hesitate to contact Pascal for expert advice: pascal@perpetos.com