To remain competitive and successful, companies need to tailor their sales and marketing processes to the behaviour and expectations of customers and prospects. This can also be done by introducing new processes which create demand and support sales enablement. What should you pay attention to during this transformation?
The following seven recommendations help you on your way. They originate from SiriusDecisions and are the result of their market research and the shared experience of hundreds of companies. They were recently presented by John Neeson at a seminar that we organized with our marketing business partner LeadFabric. I was the next speaker and I took notes of his explanation. Here are the recommendations:
Examine where your company is today
Take enough time to find out where marketing communication can make a better contribution at your company. Determine the buyer’s journey. Your marketing campaigns need to act on this buyer’s journey, and your staff need to understand it. Pure lead generation actions will be of insufficient help; ensure a varied and integrated marketing mix.
Provide sufficient operational capacity
Do you have the appropriate means and software to measure your sales and marketing processes? Are you able to collect information on your customer’s needs and how you can help him?
Take a look at the sales organisation and align it to the journey that buyers take through their buying cycle. This is the best way to achieve your business strategies and objectives.
Gain appropriate expertise
Changes in the field of marketing and sales imply that your staff need to acquire additional skills and expertise. Posting vacancies is not the solution. Determine what people you have, train them and give them the means to work efficiently.
Measure and report
Measuring is crucial. If you know where your leads come from, you can align your marketing processes and your content to this. Automate your marketing campaigns and build a KPI dashboard that enables external reporting. Only by measuring can you find out more about your customer and improve your processes on a continuous basis.
Share the same targets
The marketing and sales departments must have the same objective in mind. What matters most is not the amount of leads but their quality and the way you deal with them. Determine how marketing can contribute to the pipeline and link individual performance indicators to the business and sales objectives. Do not wonder how marketing can generate more profit, but ask yourself to what extent marketing contributes to the creation of opportunities. The marketing division serves to support this process and to generate demand.
Know your customer
Acquaint yourself with the buyer through personas and buyer’s journey maps. This enables you to perfectly cater to the customer’s needs at any stage of his purchasing process.