Better quality leads can come from better understanding your most important customer and how you can genuinely help them. Then, think about the content you are serving them along their path to purchase. For your website to be a silent salesperson, it needs to help and engage prospective customers, not sell to them.
Begin with an audit of your sales process. Is there one? Is it working for your team? Are they assisted by a CRM to make their jobs more efficient? Are you assisted by having good metrics around your team’s activity and performance? Having a clear, bought-in process which fosters efficiency and transparency is a good place to start.
Velocity in your pipeline is sped up through improving close rates, better deal sizes and shorter sales cycles (read our blog for more). In short, close rates can be improved with better nurturing, deal sizes can be improved by better understanding your ideal customer and attracting them with good content. While your sales cycle length can be shortened by auditing your sales process and using a sales technology platform that assists with automation task management.
In the end the race is only with yourself. So, release the pressure valve and spend some valuable strategic time defining your roadmap for success. Invest behind the road map. And don’t forget to refer back to the strategic roadmap when evaluating all forms of execution.
Let’s face it, Marketing is not an exact science. So, it’s not feasible for every element to be measured, however it is important to measure the activities that make up your strategy. Spending your considered time and resource on the measurement systems and the related goals ensures will enable you figure out the relationships between activity and goal conversions. Additionally, with this in mind setting up A/B testing is a great way of optimizing executional activity over time while implementing a broader test market regime is easy in this digital world!
It’s not easy to take on large competitors. They have scale in both reputation and resources. However, as a challenger brand you have the elements of flexibility and speed on your side. You need to embrace yourself as a disruptor, an agent of change and with access to dynamic behavioral data you can out execute the big guys on these elements.