Consistently generating qualified sales opportunities. Keeping your sales funnel full is the key to sustained growth for your business.
Keeping the sales funnel full is the key to sustained growth.
Developing business practices that ensure a full and high-quality sales funnel is a major advantage because it allows the sales team to focus on closing deals. sales opportunities.
You might ask yourself:
Isn't that the job of the sales department, to generate opportunities?
That's the job of marketing, and increasingly, in your organization, which area is responsible for:
- Define the strategy to identify the volume sources from which customers will come?
- Managing the website as a "machine" to generate leads?
- How to create engagement with customers and prospects on social media?
- Develop and execute marketing campaigns to create leads?
- Implement actions to attract prospects?
All these strategic, tactical, and operational activities are marketing, not sales.
If your sales teams are performing these activities, it's very likely that your numbers won't make you very happy.
You can blame the pandemic and you may have a point, but "when all this is over," it will be seen that marketing activities are just marketing.
If the most important source of your business growth is a full sales funnel, systematically identify qualified sales opportunities.
Would you entrust that responsibility to someone who isn't qualified to do it? Or better yet, would you let just anyone do it?
In the business model generation canvas, marketing:
- Is it a key activity or a key resource?
- Does it participate in generating the value proposition?
- Does it help you define market segments?
- Is he/she an active participant in customer relations?
- Does it help you develop channels?
The idea is not to be insistent, but does marketing play a role in creating key alliances and partnerships?
In short, marketing is about customers, and that is precisely why it is a support business unit that is transversal to the entire organization, especially if you are a customer-centric organization.
Marketing actions have an impact on revenue and costs. Think about this: how much does a company similar to yours in the USA invest in marketing, and how much is it growing?
Think about how to implement marketing in your organization, who you entrust with that responsibility, and how to build an external support team to develop your company's digital strategy.
Greetings,
