A firm that has 4 salespeople and a $2400 AOV with 3600 deals a year has just shy of 1200 deals that transfer to SQL and require the salesperson to qualify them. With compensation, the cost for the sales team to qualify the leads for intent to buy is $21.5k. The intent is based on the presence of a budget, an idea of timing for the solution, the use case the customer has in mind, and knowledge of the buyer and executor of the agreement. While this is not difficult, and sometimes a function of Discovery, the company believes they can convert higher if the Intent information is collected by Marketing.
Marketing deploys digital calendars that set appointments and asks the potential the qualifying questions on the use case, budget range, the proposed timing, who is buying and signing. Once that information is collected – the lead becomes an MQL and the stage moves to Discovery. The digital calendars cost $600/year to deploy and save the company over $20k in unproductive time and accelerate the pipeline using a scheduling tool.
Managing the sales pipeline is an essential component to drive exceptional performance. If you are using the “out of the box” sale pipeline defined by your CRM you need to review it and look at your business process for how a customer buys and segment the pipeline accordingly. More accurate forecasts on materials, products, time, talent, revenues and profits depend on it.
Content marketing is the name of the game to bring organic traffic to your website where you can engage and convert customers. Many organizations have a broad array of customers they can and do serve and that requires content that can represent what you do for them in terms that are relevant and compelling.