Many industrial companies operate through tribal knowledge that is undocumented and too reliant on the knowledge of the people performing the work. This ultimately results in missed sales opportunities. Acadia is founded by engineers, for engineers, and passionately provides sales enablement and marketing services to B2B industrial companies so that you never lose another sale. We do this through our proven, three-step system called Omnibound® that helps your sales and marketing teams coordinate their work, use high-tech tools to find and track prospects, and drive revenue.
Forward-thinking sales and marketing professionals, business leaders, and owners know that business development must be treated the same way they run their production environment: boosting efficiency, minimizing errors, and keeping operations moving. But not everyone has the time or staff to do it effectively. That’s where Acadia comes in.
Our first step is to look closely at the structure, processes, and technology that you have in place now. Documenting exactly what’s going on (or not going on) shows us areas for improvement and enables us to find and close gaps in your sales processes.
The problem for many organizations is the push and pull between sales and marketing. The challenge for leadership is figuring out how to align these two very critical departments into one coordinated and cohesive unit. Just as important is the ability to measure what is working and what is not. The reality is many sales and marketing teams are uncoordinated or even at odds.
According to a study cited by Martechadvisors , when “asked whether their marketing team understood customers, only 50% of sales teams thought that they did; only 52% [of marketers] thought that their sales team were effective at qualifying sales opportunities.” By meeting with you and your staff and observing how they work together, we are able to visualize the current situation. Our assessment lets you see and understand the full picture, including team and staff challenges such as:
Of course, assessment also includes highlighting successes and all of the ways sales and marketing are on the right track.
An accounting of strengths and efficiencies that are working well provides a foundation for improvement.
It’s easy to fall into the trap of thinking as long as you have engaged and skilled marketing and sales reps they’ll be able to stay productive, drive revenue, and close deals in any situation. The truth is it takes more than just a great team to be effective. Even when employees work well together with clearly defined roles and excellent communication, if they don’t have a solid game plan they’ll eventually get lost or fall out of step. We’ll review your existing documentation and workflows, walk through your procedures step by step, and look for inconsistencies. We’ll also talk with your staff, management, and leadership to find out if they have the information needed to do their work and make decisions. Our assessment can answer questions like:
We’re often able to work backward from your desired outcomes to figure out where information is missing, tasks are incomplete, or what obstacles hinder efficient work. Then, with your specific needs in mind, we can develop strategies and processes to smooth the transition from lead to prospect to customer.
Because no two companies are the same, all of our solutions and suggestions are customized, such as setting up your CRM with automatic reminders to nurture leads on your preferred schedule, a one-stop place for all notes about interactions/touches with an account, thoughtful and targeted web and email content, and even flowcharts to guide prospect nurturing in each of your segments.
Technology can really help automate and streamline your processes and procedures. It can also reduce manual errors, promote team accountability, and track data more efficiently. But your sales technology is only as good as the training you provide, data you input, and how accountable the team is to the processes.
Some companies find working with a CRM or other marketing automation tools daunting, especially integrating them into daily operations and making the transition from manual to computerized processes. It’s true that the more features and functions a tool has, the more time you must spend on initial training and reinforcing its use. If you want to find ways to use technology to your advantage but don’t have the resources or computer expertise to devote it, we can help with:
Marketing and sales technology is great for keeping track of prospects and keeping up with outreach. Built-in data analytics shows you in real-time the state of your pipeline, win/loss rates, team activity metrics, and much more. But none of that matters if your set up and your data are poor quality. We can assess and troubleshoot your digital tools so you get the most value from them.
You might assume sales and marketing are aligned simply because both departments are working toward the same goal: bringing in more customers. After all, you’re focused on the same industry and the same products or services, so you must be aligned.
But all-too-common signs of misalignment include sales and marketing teams disagreeing about what makes a strong lead, lack of awareness of what each other does on a daily basis, and not informing each other of their needs. Instead of a coordinated message and guidance through the sales cycle, focus and efforts are dispersed and diluted. Step two of the Omnibound process is all about fixing the problems uncovered in the assessment step to create alignment.
The assessment might have revealed that your teams are not as productive as they could be and might not be working together either. Aligned sales and marketing teams have 38 percent higher sales win rates, according to MarketingProfs, so when we see evidence that sales and marketing are not working in tandem, it’s our cue to open lines of communication and clarify roles and responsibilities. We can help with:
This may represent a departure from the usual way of operating in your organization, especially if groups tend to work in silos. Our philosophy is that both marketing and sales staff have valuable insight on buyers’ needs and how to engage them, so communication and coordinated efforts just make sense.
Assessing your processes and procedures and answering tough questions about your operations reveals where your organization typically makes errors, leaves out information, and creates redundancies. Once roles and responsibilities are aligned and teams are communicating, it’s time to tackle processes and procedures. Time spent on this step pays off when everyone has a chance to review the bigger picture and contribute ideas to drive sales.
We’ll work with you to customize your systems and guide workflow, including:
People in your organization probably use your CRM and marketing automation tools in different ways: some always update client notes and check their numbers daily, others only look up phone numbers, and still others prefer paper and pencil to digital systems. If use is inconsistent or intermittent, you’re not getting your time or money’s worth from the tools, and the statistics and reports you’re running (if you run them at all) aren’t giving you the whole story.
Aligning your technology means setting up software and entering data so they’re meaningful and useful for your daily operations, and creating automatic workflows that save you time and effort. Do you CRM and marketing automation systems do that for you? If not, we can help by:
Of course, another benefit of getting your whole team aligned with using a CRM and marketing automation is spending less time on mundane daily tasks like looking for customer notes and phone numbers or typing yet another version of a follow up email. We can help you develop your reps into technology power users who have more time to follow up on leads, check in with customers, and plan sales strategies.
The world of sales and marketing is always changing. That’s why refinement is the last step of the Omnibound® process. Chances are you won’t achieve perfection on the first try, but knowing what doesn’t work is nearly as important as figuring out what does.
In step three, we help you refine and redeploy by taking stock of changes, looking for persistent gaps, and making adjustments as necessary. With regular check ins and annual audits through our Center for Excellence, Acadia becomes a partner committed to your success.
Taking your business to the next level means adopting the right tools and using them effectively. If your entire organization doesn’t take ownership of the processes and technology, you won’t see the growth you expect.
In the refinement stage, we’re concerned with accountability. From entering account notes into your new CRM to following up with every lead to holding joint sales/marketing meetings, team members must take responsibility for making the changes happen. We’ll review how the changes are going with you, focusing on these key questions:
This internal accountability check will probably need to be repeated. After all, it takes time to change routines and attitudes, and our experts can help make it happen.
Engineers and manufacturers know from experience that parts and projects usually aren’t perfect on the first try. In fact, sometimes they miss the mark entirely. That’s not a reason to give up, but it does indicate the need to revisit the design or process to determine what’s still not working.
Because you’ve already done the hard work of assessing and aligning your sales and marketing teams, in this step you’re primarily making adjustments and refinements instead of a complete overhaul. We can help you zoom in on the bigger picture to spot lingering issues by asking:
In refining processes and procedures, you must be able to see how all the parts fit together from developing talking points, to adding prospects to your database, to nurturing and filling in engagement notes, to closing a deal. It’s no small task but we can show you how the right refinements add up to a winning strategy.
There’s definitely a learning curve associated with using a CRM and with setting up automated notifications, emails, and callback reminders. Not everyone adopts new technology at the same rate and not everyone is naturally adept at navigating menus. Likewise the codes, tags, and searches that sounded helpful might not track what you really need.
Refining technology and automation means looking at the following:
At Acadia, our goal is to help you reach the intersection of people, process, and technology working in unison and ultimately, sales and marketing working as one entity with a common goal. Step by step with Omnibound® get in touch to learn more.