Marketing and Sales Evaluation
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This document outlines a marketing and sales evaluation process to help businesses improve customer acquisition, conversion, nurturing, retention, and referrals. The process involves auditing target markets, messaging, communications strategies, lead generation, campaign performance, and retention. Recommendations are then made based on input from customers and competitors to identify opportunities.
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Marketing and Sales Evaluation
- 1. The typical business invests between 2% and 20% of revenue on marketing and sales to attract and retain customers.
- 2. Sales typically disqualifies 70% of leads – and 80% of those leads go on to buy within 24 months. (Sirius Decisions)
- 3. Marketing and Sales Evaluation
- 4. A simple process that identifies practical ways to immediately improve customer acquisition and retention performance
- 5. Lead Generation Conversion Nurturing Retention Referrals
- 6. Step 1: The Audit
- 7. 1 Target Market Validation 2 Messaging and Offers 3 Communication Strategy 4 Lead Generation and Conversion 5 Campaign Performance 6 Retention and Referrals
- 8. Gather input from prospective customers, current customers and former customers to identify opportunities to improve Analyze the competition to identify opportunities and threats
- 9. Step 2: Analysis & Evaluation
- 11. Results
- 12. Please share this document with anyone you feel might benefit from its contents. If you have any questions or comments, please contact Pat McGraw at 410-977-7355 or pat@mcgrawmarketing.com. For new white papers, presentations and special offers, visit www.mcgrawmarketing.com
Editor's Notes
- You have already invested a great deal of resources into marketing and sales – now you need to increase performance and drive higher conversion rates, retention rates, referrals…to generate a stronger return on your marketing investment.
- Yet too many companies are missing opportunities to increase sales – and they are leaving a great deal of money on the table.
- So what’s the solution? How can you increase sales by developing and leveraging your existing resources?My marketing and sales evaluation offers you a simple solution with practical recommendations built around your organization’s culture, goals and resources.The evaluation provides you with recommendations that can deliver immediate improvements while positioning your business for even greater success over the long term.You will learn how to attract a larger number of highly qualified buyers through your lead generation activities…increase conversion rates with simple, practical lead scoring, prioritization and nurturing processes…and how to build a stronger, longer lasting relationship that increases customer life time value while driving positive word-of-mouth referrals.
- My process is built on my experience with highly successful marketing and sales organizations as well as my work developing and implementing best practices in attracting, engaging, converting and retaining profitable customers. My work has consistently exceeded projected goals and objectives, produced double-digit revenue growth and increased conversion rates by as much as 300%.
- The focus is on attracting more highly qualified leads and converting more of them into first-time buyers in a shorter period of time.Because some highly qualified leads are not going to buy TODAY, I help you use existing resources to develop a strong relationship with those buyers so that when they are ready to buy – you’re business is their one and only choice.I also work with you on improving retention, loyalty and referrals – because happy customers are your #1 sales generator especially in today’s world when a blog post or a tweet can reach millions of potential buyers in a matter of seconds!
- In order to improve performance and increase sales, the best place to start is where you are at right now – so I begin by auditing your current marketing and sales activities.
- I work with your marketing and sales leadership and make certain that your organization has a clearly defined and universally accepted definition of your target market, the segments within that market as well as their needs, wants, expectations and motivations.I also make certain that there is a shared definition for ‘qualified lead’ and ‘sales ready lead’. You might wonder “why start there?” - and I can tell you that based on my experience, many organizations don’t have clarity in these areas and that clarity will help marketing target and attract a more highly qualified buyer, and allows sales to do what it does best – close sales.This takes us into your messaging, offers and communication strategy – or, making sure you are consistently saying the right things to the right people at the right times.I also analyze and evaluatehow your organization generates, manages, nurtures and converts leads in order to achieve new customer goals. How are leads brought into the business, qualified and prioritized, handed off to sales or nurtured.Next, I dive into Campaign Performance and focus on the performance of communication channels, media, lists, as well as the contact strategy (frequency).Finally, I analyze all activities addressing new and returning customers that impact the retention of customers. Examples of topics include new customer orientation/on-boarding, early warning processes to identify at-risk customers, win-back activities aimed at former customers, customer satisfaction data, exit interviews etc.
- You can learn a lot from prospective customers, current customers, former customer…as well as your competition.I speak with prospective customers about their needs, wants, perceptions, expectations and buying process in order to identify opportunities to improve media, messaging and offers.I speak with current customers to understand why they do business with you, how their experience has been and what they would like to see in terms of new products and services. This identifies opportunities to improve current products and services as well as develop new products and services.And finally, I speak with former customers in order to understand what motivated them to leave, where they went, how their current experience is and what might motivate them to return to your business.As for your competitors – I perform a high level scan that identifies their strategies, strengths and weaknesses so you can develop ways to differentiate your business, play to your strengths and their weaknesses.
- After gathering all that data, I spend time analyzing, evaluating and formulating recommendations.
- And the recommendations you receive are practical, relevant and focused on increasing sales by developing and leveraging your existing resources. The recommendations are simple, straight-forward and based on your institution’s goals, objectives, culture and resourcesFor example, my work with a client uncovered that all leads were being handed over to sales without qualification. This caused sales to spend a great deal of time trying to find buyers with immediate needs – and caused a great many opportunities to be missed.I helped them develop a lead scoring and prioritization process that identified qualified buyers with immediate needs so that they could be directed to sales for immediate service. Other qualified leads that were planning to buy in the near future were placed in a nurturing program that provided them with information that helped build trust between the buyer and my client. We redirected resources from underperforming activities and offered webinars, white papers and informative articles – and all of these steps helped increase conversion rates by more than 15%, generating a more than $1 million in revenue.
- So, what has my work produced for my clients?In just the past 12 months, my work has delivered the following results –Reduced marketing expenses by more than $300,000 by eliminating under-performing activitiesExceed new product sales goals by more than 50%, generating more than $3 million in incremental sales
- That brings us to the end of this presentation. I want to thank you for spending a few minutes to learn about how I can help your business increase sales, and I invite you to contact me by phone at 410-977-7355 or email at pat at mcgrawmarketing dot com – and be sure to ask about the free 1 hour consultation offer.