In part 1 of this blog, we discussed the first three steps you need to take to start creating an aligned process and team.
But that’s only half of it. From here, we’ll build on those steps to finish up and agree on a clearly aligned sales & marketing process that gets both teams on the same page.
Remember, The net effect of building a single, optimised Sales and Marketing process is that the lead acceptance from Marketing to Sales doubles (by 108%) and Marketing’s contribution to revenue does better still (by 126%).
How to build a 1-page Sales and Marketing process – the final steps
4. Agree what market you’re targeting
Sales and Marketing need to agree who has the agreed problem and their general characteristics. This is what we call an ‘Ideal Client Profile’. Additionally, you need to identify the segments including:
- Business type
- Buyer maturity
- How much focus you will give to each of those segments
5. Agree sales and marketing velocity
Next, you need to agree to the velocity that you need your sales and marketing process to generate in the first year, but also blow it out to your second and your third years.
This will help you understand the kind of engine you’re trying to build together.
6. Agree sales and marketing tactics
Identify and agree the tactics that Sales and Marketing are going to use to generate that exact velocity, and how those tactics interconnect and work together in campaigns.
2 teams, 1 plan, 1 page
From the discussions your teams have from these 6 steps, you will probably have a lot of information. But being able to clearly display it on one page makes it easy to understand, easy to share and easy to follow.
And that’s the beauty of Funnel Plan — it brings together all of those elements onto one single page. This encompasses your objectives, strategy, velocity and tactics that you’re going to use together.
If you already have a Funnel Plan, then you know what I’m talking about. If you don’t, go to Funnelplan.com and grab yourself one.
I hope you got lots of value from today’s Funnel Vision blog. We’ll have a new blog up next month in the same place. Until then, may your funnel be full and always flowing.
Our thanks this week to:
Brittany Shipton & Bella Newton for blog production
Hugh Macfarlane for scripting and presenting this week’s show