An optimized lead management process will significantly impact the sales funnel by increasing the conversion of qualified leads to qualified opportunities. However, several implicit and explicit factors can prevent the optimization of the lead management process. Specific questions to address include: Does Sales or Marketing own lead management? Have clear goals been set for the [...]
In order for marketing to be highly correlated to revenue, marketing has to be tightly integrated into the B2B sales process. To effectively integrate marketing into the B2B sales process requires delegating the front-end of the sales process to marketing and this can be successfully accomplished through a sales and marketing plan. To achieve a [...]
Sales and marketing strategies are created in every organization but the best in class companies integrate the planning process for these two functions to yield above average results. In short, sales and marketing need to work hand-in-hand, from both a strategic and tactical perspective, as they align to reach or exceed the revenue objectives of the [...]
In the first part of this post about creating a Website Proposal Template, attention was placed on developing business objectives, target audiences, the mission and implementation imperatives. In this, the second part of the Website Proposal Template post, the focus will be on: User Experience Strategy Communications Strategy Conceptual Site Architecture Features and Functionality Success [...]
A Website Proposal Template will help an organization avoid the pitfalls of building a website that will be ineffective and will result in a website redesign. Unfortunately, everyone has an opinion of what constitutes a good website and what the organization’s website should look and fell like. The reality is that the vast majority of [...]
In Demand Generation Plan: The Process – Part 2, the mechanics of building an integrated demand generation plan are discussed. Specifically, the topics covered include: Elements of a campaign The integrated campaign The integrated program planning framework The target account profile Go-to-Market messaging Content throughout the funnel Journey board Demand generation vehicles How to support [...]
When designing an effective demand generation plan, it is important to have goal alignment as documented in the sales and marketing plan and to create and apply a managed, repeatable process. The demand generation planning process typically starts with market sizing since it is critical to know if a market is large enough to support [...]
A social media strategist creates a social media strategy to build a brand, develop products, provide support, recruit employees, communicate with existing employees and sell. Social media can be easily measured, so the only remaining question is how to best harness its power to provide all of the benefits. Social media integration can be successfully [...]
The creation of a unique selling proposition is one of the most difficult tasks an organization will address and it is critical to nail it. An effective value proposition statement needs to not only clearly communicate a promise of value that an organization will deliver, but also create a belief on the part of the [...]
The goal of demand management is to convert leads to qualified opportunities for the sales force to close. Because the direct sales organization is an expensive resource (fully loaded cost per head), the best-run organizations are expert at allocating these expensive resources to the right opportunities at the right time for maximum ROI. These best-in-class [...]
An Optimized Lead Management Process Will Significantly Impact the Sales Funnel
An optimized lead management process will significantly impact the sales funnel by increasing the conversion of qualified leads to qualified opportunities. However, several implicit and explicit factors can prevent the optimization of the lead management process. Specific questions to address include: Does Sales or Marketing own lead management? Have clear goals been set for the [...]
Infographic – The Marketer’s Guide to B2B Sales
In order for marketing to be highly correlated to revenue, marketing has to be tightly integrated into the B2B sales process. To effectively integrate marketing into the B2B sales process requires delegating the front-end of the sales process to marketing and this can be successfully accomplished through a sales and marketing plan. To achieve a [...]
Demand Generation Plan: The Process – Part 2
In Demand Generation Plan: The Process – Part 2, the mechanics of building an integrated demand generation plan are discussed. Specifically, the topics covered include: Elements of a campaign The integrated campaign The integrated program planning framework The target account profile Go-to-Market messaging Content throughout the funnel Journey board Demand generation vehicles How to support [...]
Demand Generation Plan: The Process – Part 1
When designing an effective demand generation plan, it is important to have goal alignment as documented in the sales and marketing plan and to create and apply a managed, repeatable process. The demand generation planning process typically starts with market sizing since it is critical to know if a market is large enough to support [...]
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