Five Steps from Sales Process Engineering to a high-performance CRM system, marketing automation and B2B lead generation
1. Target the Best Market
First you need to target a market category that has a problem where you can deliver a unique, clearly defined solution. The narrower the sector the better, so you can promote a highly differentiated offer, for maximum advantage. This often requires re-examining the value you deliver, and the optimal client and application.
2. Understand the Buyers
Then you need to understand what buyers really want: how decisions are made and who makes them. Buyers are in charge: 57% of the buying process is completed before sellers are alerted and the RFI/ RFQ stage. So you need to know how the need evolves and develops, to provide new insights and influence the decision process.
3. Engineer a Process
Next you need to specify the step-by-step, marketing and process that aligns with the buyers’ own process. It must be transparent, scalable, with the metrics you need at each of the seven key stages: market planning > account planning > developing awareness > lead generation > sales engagement > selling > account retention.
4. Align marketing & sales
Fourth, align your sales & marketing teams and CRM system with the agreed understanding of the new sales process. So everyone knows what they have to do to find, generate and convert quality leads. Automate your marketing with a fully aligned CRM system, with the transparency, metrics and scalability you need.
5. Engage & Influence
Then you need to engage with compelling insights and communication. Build mutual understanding and trust before you attempt to sell. Prove your business case with ROI case studies that show how you meet the needs of other, like-minded buyers.
“Companies that have a consistent and effective sales process on average close 42% more business than those that don’t.” (Source: SBI)
