Tips for Developing Your Sales and Marketing Strategy
Budget for Success
At Prro, we ensure you’ve allocated enough resources (people and money) to achieve your organization’s goals for the year. The span of your marketing budget will likewise depend on how much you have available to invest, and how quickly you need to get results. If you have caviar dreams and a tuna fish budget, you’ll be disappointed by your lack of results, and your team will be frustrated by their inability to meet your expectations.
Review and Update Your Ideal Customer Profile and Personas
Look back getting it done customers and identify the characteristics that make them profitable and enjoyable to work with. Ensure your ideal customer profile and buyer personas are accurate and update them as necessary to reflect the kinds of customers who will enable you to achieve your growth goals.
Document Your Buyer’s Journey
When your personas are updated, document the journey every persona will take toward becoming a customer. Your contacts make loads of tiny steps along the best approach to becoming a buyer. Plot out every interaction point your personas will have with your content or your organization. This is your buyer’s journey and every persona has their own.
Start at the end, what will they do immediately before signing an agreement with you? What’s the step before that? The one before that? At each point along the way, identify the persona’s main questions, motivations, and potential objections. At that point identify the kinds of content you’ll need to create to meet them at each point along the buyer’s journey.
Remember about the influencers in the process. Feed your main contact the content they need to help educate and sell you internally.
Confirm Your Differentiators
Make sure you’re clear on what makes you different from your competitors. Talk to some of your customers and find out why they purchased from you and what could make them switch teams and purchase from your competitors instead.
Review and Organize Your Marketing Collateral
Ensure that your printed and digital marketing materials are written and designed to attract your ideal customers and impart your organization’s unique qualities to prospects and customers. Verify that copyright dates are updated, that your style guidelines are being followed, and that everyone on your sales team is using the right version!
Review Your Website and Online Marketing
Take a look at your website and social media channels to ensure they’re designed to attract and educate your personas. Is your branding and messaging consistent? Is it true that you are engaging with the right target audience? Is your content compelling and educational?
Review and Document Your Sales Process
Is your sales process set up to close the quality and quantity of customers you need to achieve your organization’s growth goals? Does everyone on your sales team follow a similar process for qualifying and nurturing prospects? Is your process documented? Is your CRM (customer relationship management) system set up to support your process efficiently and effectively? Would you be able to utilize any automated tools to make your process more efficient?
Document any issues you uncover while you’re reviewing your collateral, processes, and templates. Look for “dark pools”— areas of your process where prospects or customers get lost or ignored because of lack of time/energy/resources.
Document Your Sales and Marketing Strategy
Prioritize the issues you’ve identified and build up a phased way to deal with tackling them throughout the following four quarters. Depending on the issues you’ve identified, you may need to create tactical plans for content/inbound marketing, social media, lead generation, lead nurturing, or account development.
Track Your Progress and Evolve Your Tactics
Ensure you have defined metrics for measuring success, and have appointed individual team members to be accountable for solving each issue. Set up customary meetings to survey advance, identify and tackle issues, and align activities crosswise over teams. Learn from your mistakes and victories, and develop your strategies as needed to maintain your traction!
We have a high level of quality service at Prro. There’s a lot of work to do here, and it can be tough to be objective about your own company when you’re so close to it. Still have questions about how to prioritize, how to get it all done, or how much it will cost? Contact us now.