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There are a lot of arguments about the semantics of sales and marketing and the lines have been blurred in the most recent years, leading to the confusion of roles and responsibilities. What is lead generation and who is responsible for bringing in qualified sales leads? When does the sales team get involved in the process and what should they be doing to support the campaign and effort? It is found that many executives are really unsure how to structure their own business’ sales process. This post aims to break it down to a few important basics.
Lead Generation, What is it?
It is really a blend of sales and marketing in which your company would identify and reach out to qualified sales lead. For example, potential customers for products and services that your company gives. For an analogy, think of an inverted funnel with the wide end at the top. The people who would be responsible are your sales / marketing team fills the funnel with qualified leads and depending on the make up of your team, your products or services and your prospect market, you can deploy a variety of tactics to accomplish the campaign which would include:
– Market research
-Inbound marketing – website, blogs, social media, search engine optimization
– Telesales or Telemarketing
– A team of callers is assigned to reach out to a targeted list of potential customers
– Outbound marketing – direct mail, print advertising, media advertising, outdoor advertising .
These basic lead generation tactics should be integrated into an actionable and coherent plan with the
goal of preparing opportunities to your sales team.
Once qualified sales leads are qualified, it is now up to the sales team to contact the lead and ultimately,close the sale as soon as possible. The more information available from sales leads, the easier it is to convert them into paying consumers. It is ideal that your sales funnel has familiarized leads with your offerings, be it service or goods, and are warmed-up to a purchase decision. There are many ways on how to close a sale, and always consider that closing a sale is very subjective, there is not one fast rule on how to do it. Your sales personnel also have their own styles. Your organization may employ sales consulting, sales training or even considering outsourced sales to find the best suiting effectiveness solution.
The issue with modern sales and marketing teams or department teams are no longer contained,departmental activities. Consumers have evolved, requires a more hands-on, referral based approach.Direct sales and marketing techniques are now being replaced with electronic commerce and social media. The modern sales person should also be a marketer and a customer service representative because most consumers insist on a one-on-one relationship before a purchase decision is made.
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