Inbound marketing will generate new streams of leads for your business. How your Sales team deal with them is important. An inbound lead is more informed and more qualified than an outbound lead.
You will know the type of persona, lifecycle stage, web pages viewed, and content downloaded. And, for many, they will have been nurtured through workflows, at each step attracting negative or positive scoring which helps generate marketing qualified leads (MQL) that are ready for Sales qualification.
When Sales contact the lead, they need to be fully cognisant of all that information and be communicating at a different level than they would with an outbound lead. But they may also benefit from taking an inbound sales approach to further qualify MQLs to sales qualified leads (SQL) and Opportunities.
Developing a plan for sales enablement can be as light-touch or comprehensive as you choose. The important thing is to consider how you are going to deal with inbound leads and who is going to be responsible. Then you will have a roadmap from qualified inbound lead to paying customer.
As traditional sales techniques get harder to deliver on and buyer behaviour continues to change, the new data-driven environment can overwhelm sales reps. Left unchecked this can lead to a drop in productivity and results. Implementing sales enablement can redress the balance and empower Sales with the tools and techniques to deal with this new reality.
Have you got a documented sales process? Is the process functioning as it needs to? Are there any ‘disconnects’ in the sales process you should address?
For example, if the sales team books a lot of initial consultations every month, but very few result in closed customers, you should investigate the consultation process.
A Sales Process Review provides data-backed analysis of your company’s sales process to discover areas where sales performance could be improved and new sales techniques should be introduced. This can include an audit of sales materials including:
We recommend a Pilot Scheme in the first instance where we work with a select individual or small team to ‘prove the case’. Rolling out a new sales process is more likely to gain traction with the whole team in this way.
Do you have sales collateral that needs to be designed professionally in line with your brand, website and marketing materials? Do you have all of the sales materials that you need to support your sales team at each step of a modern sales process?
Working from what was discovered during your Sales Process Review we can help write and design any missing assets and improve existing materials if required. We can also develop a reference showreel video.
We can develop email templates that leverage the power of the HubSpot marketing platform and CRM. These email template can be used with 'Sequences' in the Sales Pro toolkit to help implement the inbound sales methodology.
The HubSpot CRM integrates with the marketing platform seamlessly. And it is included in the package so you are not paying extra for it. If you are operating without a CRM or maybe working with an expensive solution that is not being properly utilised, this is very good news for you.
Whether moving from an existing solution or setting up for the first time, Equinet can help your migration, with your setup in the CRM, and advise on the value of the HubSpot Sales Pro license.
The idea of creating a service level agreement (SLA) between Sales and Marketing is not new. And nor is it easy. The big differentiator is making it work. And for
Viewed from a different angle, can you afford to avoid it? Historically, both teams are diametrically opposed. Ironic when one considers they are both parts of the ‘Revenue’ department when all is said and done.
Equinet will work with you to define an SLA that makes inbound sales and marketing a harmonised and harmonious process. We will help you:
One way to get meaningful insights from your data is to agree on a set of standardised sales reports. Reporting needs vary but common reports include:
Sales leadership understands what reports