If you are in marketing—this presentation is for you. If you are in sales or are a closer—this presentation is for you.
Marketers: Let me ask you a question. How many times have you said the words, “Why can’t I get the sales team to follow-up with the leads we send?” Honestly though, I more often hear, “Why can’t I get sales to do their job?”
Conversion happens when we solve the customer’s problem with our solution.
Studies show an average of 50% of marketing leads are never followed up by closers (sales/CSRs).
Why do you think that is?
Often closers feels disassociated or worse, alienated, by marketing. You might as well be speaking two different languages.
The closers (sales and CSRs) are your in-house converters. This puts then in a better position to understand a specific customer need—and how the company can meet it.
They can help us marketers craft a marketing strategy to solve the problem. How you ask?
By starting where it ends—at the conversion.
Sales wants strong—or hot leads—and marketing feels like they are delivering just that—but more often, marketing and closers disagree on the strength of the lead.
Over time, trust between the two departments deteriorates and marketing and sales drift apart to work in silos.
Closers ignore leads marketing has worked hard to gain. They might believe the leads are typically impossible-to-close, and wholly unqualified.
In order to improve marketing campaigns—and thus, the quality of leads—marketers need to tap the experts.
Get the closers involved—at the start of the process.
This approach will reduce animosity and make for a better business with more sales.
When marketing involves the closers in campaign development, the closers are much more likely to provide the type of follow-up they know from experience is needed to close the sale.
So what can marketers learn from the closers?
Well…they are experts in: Closing Providing follow-up quality control Defining follow-up measurement points Defining follow-up Defining conversion resources Defining conversion processes Defining quantifiable goal(s) Defining qualified lead Prospecting
Which type of sales represent the highest revenue.
If this is not known, they could help you develop A/B testing models to provide downstream insight.
The costs or overhead associated with closing the highest-value sales.
Whether or not pursuing high-overhead sales is a worthwhile effort.
Maybe there sales with less, but adequate revenue, with lower closing overhead.
The different types of sales within the business.
Maybe there are some types of sales in which marketing should not be involved.
What processes are used to close each type of sale.
What time and/or resources are necessary to close each type of sale.
If marketing generated leads right now, do the closers have what they need to follow up and work the lead?
Other human capital beyond the closing team needed to close.
Is tech support involved? Professional services? Others? Do they have the time/resources needed to help the closers with the leads?
Once marketing learns these answers, you can now develop a process against it.
Measuring along the way will show effectiveness of the how-to-qualify hypotheses of your new friends in the closing department(s).
What will you use to measure? Sales reports Google Analytics eCommerce analytics Email analytics Call analytics
Inundated with metrics, marketers may feel they should be able to produce all the answers the business asks, but it’s rarely the case. Track the numbers you need, but be careful…
Don’t over measure. Just because you can track an activity, doesn’t guarantee it is meaningful.
Email open rates, and the like, are important, but not the data we monitor in our bottom-up approach.
Though there are many marketing metrics, sales is usually most interested in: Number of leads Number of form completions Number of active engagements (e.g., resource downloads) Number of qualified leads
Sales can tell marketing: Number of successful follow-up Number of conversions
Now that we are getting a better understanding of the closers’ process, we can start to think about our campaign. So what are the next steps?
We also need to understand what happens to the leads we create with this new insight.
We can help the closers by digitizing rote tasks and augmenting their efforts with other stay-in-touch tasks—drip campaigns, nurture campaigns, and the like.
Closers believe — and they may well be right — the digital process cannot replace personal interaction.
Balance the expert input from the closers with that of the marketing department.
Your marketing voice is still critical—even in a program with such heavy involvement from the sales team.
It’s not closers becoming marketers. It’s not closers defining the campaign. It’s learning from the closers’ experience—and then adding your marketing voice.
Offer compromises in the form of testing. There is room for both theories and even more room for testing. Numbers don’t lie.
Test and track like your job depends on it.
What we’ve learned so far: Closers are closer to the customer and can help us understand their needs. Closers can help marketing understand where the revenue is—what has the lowest cost of sale? The process for closing these sales: time, human capital, and resources. Closers can help us develop testing processes to ensure we are successful. Create ways to digitize sales’s rote tasks. Working together develops campaign continuity, which makes customers feel more secure, and thus, closes more sales.
So let’s get started on a brand new collaborative campaign.
First our closers must define what constitutes a qualified lead for the business. It may be different for different products or revenue streams.
Campaigns require a quantifiable goal so you can measure your success.
Closers and marketers together should define quantifiable goals and marketers should choose the measurement process for that goal.
ROMI (or MROI) calculators are tools for assessing campaign performance, predicting campaign performance, estimating campaign requirements, and measuring campaign performance.
Get them at SpiderTrainers.com
The sales’ processes vary in length, resources, and results, but working together you will refine them to develop the most-effective approach.
Marketers will use their expertise to choose a focus—a single call to action, such as download a resource, fill out a meeting-request form, watch a video…for each step of the campaign, but this will be a digitized version of what the closers already have found to be successful.
Marketers will take into consideration the tools the closers have been using—both the tangible (brochures, videos, etc.) and intangible (calls, personal visits, etc.).
Tangible tools probably come from the marketing department and they must adequately stock the closers’ arsenals — which may mean creating new resources.
Working together, you can build a campaign of continuity—one comforting to the lead.
One that shortens the sales cycle and enables leads to remain focused.
Working with the closers, you can develop a seamless process from end to end.
With this new collaborative process in place, you will create more-effective marketing campaigns—resulting in quicker and more conversions.
Together—working from the bottom up—you will create properly aligned messaging with the required continuity, with qualified leads the closers will be eager to work.
You will improve intra-business relationships, build better campaigns, and close more sales.
Isn’t that why we’re all here?
Data.com Connect Presents: Cyndie Shaffstall - Bottoms Up Marketing: The secret to higher ROI may be to start at the bottom