Best Practices for Increasing Sales Announced by VP Marketing on Demand
Increasing sales by providing the right sales resources to the sales rep at the right time in the sales funnel and in the right format.
Best Practices for Increasing Sales
• Sales Enablement Function
• Compelling Sales Messages
• An Optimized Lead Management Process
There are two ways to increase sales: drive more opportunity through the sales funnel or focus on sales conversion of the existing opportunity in the sales funnel. The former is the role of demand generation planning and execution and that is typically tied to increase program spend. The latter go to market strategy requires a thorough understanding of the buying and selling process, knowledge of the resources available inside and outside the organization, and intelligence as to when and how to apply them.
A Sales Enablement Function
The purpose of a sales enablement function is to align the people, processes and systems within an organization to produce relevant and meaningful deliverables. By incorporating a logical, methodical and comprehensive process to selling, sales enablement increases sales conversion in the sales funnel. Simply stated, sales enablement ensures that a sales person has the right sales resources, at the right time and in the right format to drive deals successfully through the sales funnel and that directly increases the effectiveness of the go to market strategy.
The Importance of Creating Compelling Sales Messages
Sales messages are not the unique selling proposition. However, sales messages must be created within the messaging and positioning framework, in order to build and reinforce the brand.
Unique selling propositions must not only clearly communicate a promise of value that an organization will deliver, but also create a belief on the part of the customer or prospect that value will be experienced. In addition the unique selling proposition should communicate economic value.
Conversely, sales messages are the conversations that sales reps have with customers and prospects. In addition to supporting the unique selling proposition, a sales message must incorporate market trends, be industry-specific in the context of the competitive environment, and provide insights into the specific company.
An Optimized Lead Management Process will Significantly Impact the Sales Funnel
Optimizing the lead management process will significantly impact the sales funnel by increasing the conversion of qualified leads to qualified opportunities. However, because there are so many moving parts, the opportunity for mishaps are abundant.
Peter Buscemi, CMO and founder of VP Marketing on Demand, states that companies need to address specific questions when developing an optimized lead management process such as:
• Does Sales or Marketing own lead management?
• Have clear goals been set for the lead management function?
• Has an assessment of the lead management function been performed?
• Is lead management tightly integrated with lead generation?
• Are there automated systems in place?
• Are there managed, repeatable processes in place?
• Have roles and responsibilities been clearly communicated?
• Is the data clean?
• Are there a set of metrics, dashboards, reports and KPIs in place that are monitored and actively managed?
• Is feedback incorporated into the process and if so, how?
About VP Marketing On Demand VP Marketing on Demand was founded by Peter Buscemi, a CMO with 30 years experience spanning start-ups to Fortune 500 companies. VP Marketing on Demand provides marketing insights and a fast marketing ramp-up through managed, repeatable processes. As a result of several decades working with various boards and executive management teams, (CEOs, COOs, VPs Sales and Development)
Page Updated Last on: Jul 02, 2013