I continually run into companies that believe that marketing doesn’t work and stress all they need are a few “GOOD” sales people. These companies are looking for a magic bullet to “FIX” their companies. Just hiring sales people to “CALL PEOPLE” may generate some leads that eventually may turn into sales, however, good marketing will generate MANY MORE QUALIFIED LEADS that will convert faster and more often than a sales person alone because marketing and sales go hand in hand. Marketing is about messaging, creating awareness and creating leads for a handoff to sales. When marketing campaigns are done properly in this context, marketing works well.
The marketing funnel below shows the marketing and sales funnel where leads from marketing campaigns enter into the pipeline, interest of these leads are gauged, a preliminary evaluation for a sales handoff is performed and then sales can work to turn the qualified lead into a customer. This process of taking a lead from Awareness to a Repeat Customer may take minutes or it may take months.
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* Marketing Campaigns *
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* Awareness *
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* Interest *
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* Evaluation *
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* Commitment *
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* Referral *
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* Repeat *
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Marketing campaigns be it email, eNewsletters, Websites, Video, Direct Mail, Online Campaigns, Social Media, Webinars, etc. can generate many leads for a hand-off to sales and will be a repeatable system for leads and future sales…leading to record revenues for your business. The key to making this happen for your business is deciding on the metrics for marketing campaigns and tracking the leads in your marketing and sales pipeline. Companies with some type of customer relationship management/sales contact management system (system to track activities related to sales leads/prospects) have 43% more sales per employee than companies without one.
So if you want more sales to your company now and in the future:
SETUP A SYSTEM FOR SALES & MARKETING IN YOUR BUSINESS
START PLANNING & IMPLEMENTING A FEW MARKETING CAMPAIGNS
START USING A CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SYSTEM
