Buyer readiness stages; how to make your content work harder

The probability of closing a marketing lead is 46% higher for companies that let their marketers change their CRM to use customised stages, and another 28% improvement if those renamed stages are buyer-readiness stages not seller-activity stages But only 24% of marketers make this change. Why? Do you like your sales process too much? Seriously, it's not about you. It's about your buyer. And what are the buyer readiness stages, anyway? All this, and more, in this week's show. https://www.youtube.com/watch?v=NfrLc8gLgZY In our sales and marketing alignment study published in 2014, we found that 24% of marketers had changed the stage READ MORE

2020-06-30T11:50:19+10:00By |Alignment, Evergreen|

How to find contact details for your ideal target market

I want leads, I want their names, and I want it now. There's a strategic piece to this and a tactical piece to this. I'm going to show you today some of our favourite tactics for finding the right names and the right buyers. But along the way I am going to argue very strongly that you need to get the strategy right first and then I'll show you how we get the names. Well there's a strategic piece to this; of course, I need to have the right buyers - people who are likely to have READ MORE

Why you should align your CRM stage names to the Buyers’ Journey

    If the probability of closing a marketing lead is 28% higher for companies that let their marketers change their CRM stages, and 88% higher if those new stages are buyer stages not seller stages, why do only 24% of marketers make this change?   In this blog, Hugh explains the Buyer's Journey - a phrase he coined in 2003 when he wrote The Leaky Funnel - and makes concrete suggestions about how to name the lead and opportunity stages in your CRM and Marketing Automation Platform.

2020-06-12T12:14:50+10:00By |Alignment, Evergreen|

Is your CRM System a Sales Prevention System?

Most sales organisations have some sort of CRM system in place. Many have made significant investments in the system. Yet simply implementing CRM – just like just running a sales training course – offers no “magic wand” for improving sales performance. In fact the energies expended on them are often wasted. Time after time, we come across Customer Relationship Management solutions that bear little or no relation to how a vendors’ most promising prospects actually buy, or what the vendors’ top performing sales people actually do. There are 5 danger signs that indicate that a CRM system READ MORE

Maximising CRM investment to drive productivity and return

(Too) Many sales organisations undertake a CRM strategy and associated hefty investment, and then when the software vendors come on site to undertake their (too) often “generic customisation”, the purchasing sales organisation is jolted into a process that forces them to retro-think about the functionality and the process support that can be derived from their investment. This common egg-and-chicken scenario usually results in one or two forms of investment sub-optimisation: Paying for functionality embedded in the system that is unnecessary but the organisation was not well prepared to say they didn’t want it; Conversely, they don’t adequately tailor READ MORE

Hugh Macfarlane to present keynote at CRM Acceleration

February 21st, Melbourne, VIC, AU – align.me CEO & Founder, Hugh Macfarlane, has accepted an invitation from Sugar CRM to provide a keynote presentation at CRM Acceleration in Sydney and Melbourne this March. Hugh’s keynote will address ‘How to Make Your Funnel Flow Faster with SugarCRM.' SugarCRM provides open source CRM software used by over 7,000 customers, and more than 1 million users for executing marketing and sales strategies. The two four-hour seminars will cover successful CRM strategy and implementation. Event details: 2ndMarch 2011, 2pm – 6pm, Stamford Plaza, Melbourne. 4thMarch 2011, 2pm – 6pm, Kirribili Club, READ MORE

2020-06-03T11:03:57+10:00By |Alignment, News, Tactics, Velocity|

Why you need to protect existing client relationships

Eddie Smith, Founder of Sales Schematics Australia, writes... Increase your business with existing accounts Many companies make the mistake of concentrating too hard on winning new business instead of cultivating additional business with their existing clients. The matrix below explains the notion that selling existing products and services into existing relationships is the easiest sale to make. After all, if your client is familiar and comfortable with your offering, they’re more likely to increase their business with you. Furthermore, selling new products and services into these existing accounts is also a relatively easy sale to make. Existing products/services READ MORE

Don’t ask sales people to record Salesforce history

We all know of the power of a good CRM, chock-full of history about every interaction your business has had with any contact, account or opportunity. Your marketing automation system probably plugs in beautifully to your CRM so that the buyer actions and your automated responses are all recorded. Marketing nirvana? Maybe not. Half of the problem is that most record only YOUR actions, not THEIR responses. The power of knowing how buyers have acted, what they are interested in, what they have read, how they responded to survey questions is obvious, but many businesses stop at READ MORE

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