Sales Strategy Sales Strategy

Could Your Sales Strategy Be Costing You Actual Sales?

Sales leaders today face a difficult challenge. Sales ready leads are few and far between, but they seem to be the only leads that your top sales reps want to pursue. With fewer than half of today’s sales reps making quota, it is clear that many organizations need to consider a new sales strategy.

Where should you start? Most B2B organizations don’t have a one-call-close sales process, so it’s not enough to simply find and connect with potential buyers. Your sales strategy really needs to begin with a marketing strategy, and the two need to be more than just aligned, they need to be integrated.

The goal of successfully executed marketing campaigns is to create marketing qualified leads (MQLs). The problem is that most MQLs are not ready to move onto the buying stage yet, so a traditional call from a sales rep may not move the opportunity along. But the fact that they are not Sales Qualified Leads (SQLs) does not mean they are cold leads. According to Sirius Decisions, 80 percent of leads from marketing that sales reps toss out as unqualified, go on to buy from someone within 24 months. An effective sales strategy recognizes the difference between MQLs and SQLs and adjusts the engagement strategy accordingly.

How do you achieve the true integration between your marketing and sales strategy that will lead to your ultimate goal, solid SQLs in the hands of your best sales reps? Here are a few steps to consider:

  • Put your organization on the path of buyers. Make sure you can be found on the Internet. Today, 80 percent of B2B buyers find their vendors first.
  • Provide rich, engaging content to attract buyers to your company and keep them coming back as they explore products and solutions.
  • Leverage the latest in marketing automation and CRM tools to identify who is interested in you and continue nurturing them along their buying journey. Sometimes that might mean that a lead gets passed along to a rep as an SQL, but then gets passed back to marketing again for more nurturing.
  • Incorporate sales readiness education into your sales strategy. Make sure that when the time is right for your reps to connect with a prospect, they are singing from the same page as your marketing team.

To produce results, your sales strategy has to include a means of keeping qualified prospects engaged until they are sales ready and that requires more than a few good pieces of marketing collateral.

You’ll need a dedicated demand generation specialist who wakes up every day thinking only of one thing … moving your prospects into the funnel and nurturing them until they are ready to engage with you. Sales Engine provides relentless execution on your behalf. No side projects, vacations or shifts in priorities interrupt or delay the process. We provide non-stop, impactful engagement with your prospects.

Some of the services we offer to support your sales strategy include:

  • Campaign Execution
  • Lead Scoring
  • Marketing Automation
  • CRM Management
  • Social Media Engagement
  • Campaign Optimization and A/B Testing
  • Analytics and Dashboards
  • Program Management
  • Sales Operations Consulting
  • Marketing and Sales Strategy Consulting
  • Sales Rep Acceleration Portals
 

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