If you have ever heard 'There's gold in them there hills' then you should be pretty excited about the title of this blog. Believe it or not, we regularly uncover gold on behalf of our clients. Ironically, they have been sitting on this gold without even knowing it. Our clients come from the manufacturing and industrial space and are typically small businesses in need of business development help. When we begin an engagement, normally lead generation based, we always start with the same question. Where is the clients gold?
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In my previous blog, I discussed the first easy step to demand generation - the thought process behind finding the appropriate balance in your efforts. By fully understanding your business, your clients and which channels you're deploying to generate demand, you can begin to execute a roadmap to success.
Read MoreIt’s that time of year and we are all making lists:
However, with all the lists we have, no one has lists longer and more detailed than Santa. I recently sat with him and asked him a few frank questions about how he manages his lists. You can read the transcript from our chat below, or just click to listen.
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We get it. CRM and CRM reports may not be the most exciting things since cake pops. But really – why invest your time, money and mental health on a system you aren’t using, or aren’t getting the most out of?
Companies are projected to spend $36 billion on CRM software by 2017, according to Gartner's Forecast: Enterprise Software Markets, Worldwide, 2012-2017, 2Q2013 Update. Another report, Current Trends in CRM Adoption and Customer Experience from Computer Economics, found that over 60% of professional or technical service companies are using some sort of CRM. It's everywhere! Yet, we hear from clients every day who say they aren't using their systems as much or as effectively as they could be.
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CRM often goes hand-in-hand with sales. But do you realize that a CRM is much more than that? In previous blogs we discussed how CRM bridges that marketing-sales gap. It’s a record of all interactions (like marketing activities) with a contact, allowing us to track the progress of our engagements. We can see why and when potential clients become clients, and prospects become opportunities.
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Yes, I said "celebrate data." It CAN happen!
My last blog discussed how you can create a smoother sales pipeline (aka sales forecast) by pulling the trigger on a CRM. As you'll recall, it is a process! Revisit our blog series to review this process in detail. Here's a quick recap: In order to step off the sales roller coaster (yes, you CAN do it!), you must create a smoother sales pipeline. To do this, follow these three important steps:
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My last several blogs have been about smoothing out the ups and downs of that sales roller coaster, and creating something that brings you peace of mind.
To recap, there are three primary elements in creating a smooth sales pipeline (also called a sales forecast). Number one: good data. Number two: market segmentation. And number three: developing sales stages.
This blog focuses on element three - sales stages, aka where the rubber meets the road. How do people buy from you? What are the stages they go through during the buying process? What do you need to know to help them?
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My last blog discussed the problems that can arise from an inconsistent sales pipeline. I equate it to riding a roller coaster. When sales are going up, all is great! But when sales are going down, you lose your stomach. So, how do we create a consistent sales forecast? There are several steps involved, but it's not as difficult as you may think. Start with basic data segmentation and sales stages.
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Wow – here it is – mid December! Is your Christmas card list ready to go? Did you update Aunt Marge, who moved last July? Oh yeah, and Cousin Sue had a baby – what was that baby’s name? Are your gift mailing lists accurate? Your neighborhood cookie distribution list? I have lists upon lists! How about you? Keeping them all current is a huge job!
As I pondered this challenge, I decided to go to the List Guru – the King of all Lists – Yes – SANTA!
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It’s no secret that poor quality data costs organizationsBIG DOLLARS.Being in the business of lead generation, strategic sales and marketing, and business consulting, this issue comes up time and time again with many of our clients.
It all comes down to cost versus value. Consider this; you are looking for a new appliance within a certain price range. You then realize that if you spend a bit more you may have a better warranty. Or maybe the product reviews indicate the value is worth the extra dollars. It is clear that with a durable good such as an appliance, you can touch it to feel the quality or consider the reviews and determine the cost versus value.
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