We recently completed a project where we were brought in to support an effort that was driven by a marketing firm that had zero to less than stellar results. The sales team we worked with received all leads promised and well qualified within 60 days. Now the dilemma is in uncovering what has progressed or not. The sales team missed a few calls and was less than stellar. When we look at how hard, complicated and expensive this model is it strikes us here that there has to be a better selling/marketing model and that alignment can work better. We know this has been a 20 plus year discussion.
The interesting part of this discussion was that this was even with existing customers. So we ask, the following questions for you to digest and contemplate: Do we make it more complex than it needs to be ourselves? Do we make it more layered than it needs to be?
Our suggestion: Start with a three step simple strategy.
- What is the simplest most rewarding opportunity for sales and that marketing can really deliver on?
- What makes the most sense to accomplish with regards to initial results this month/quarter, etc.
- How do we sync back up to measure if it’s worth advancing after a few weeks?