Whether you are new to your marketing role or have been leading marketing teams forever, you have probably built an overwhelming list of marketing duties and responsibilities wondering where to start.
I would suggest that you always start with your highest order objective, and for most marketing leaders that objective is to identify and qualify prospects for your company’s solution. Every decision should align with that goal to ensure that your marketing team, the sales team, and the overall company are successful.
Once your main driver is clearly defined, consider these important steps to build a marketing system for prospecting to your target market. Following these steps will help your team better target prospects and qualify more leads for the sales team to convert into customers.
Salesperson is Striving for 1 of 3 Outcomes
When you are building your marketing system, you need to understand the mindset of a salesperson. This way, you can build your system to generate leads that give the sales team a greater chance of success.
Essentially, a salesperson is looking for one of three outcomes when engaging with a prospect:
1. Secure a meeting. Now the sales process can begin. However, there may be other circumstances that prevent this from occurring.
2. Good fit, but wrong timing. The prospect has been qualified for your solution, but the timing is off. In this case, the individual should be handed back to your team to be placed in a nurturing campaign to stay top-of-mind with periodic outreach calls and emails. Then, when the timing is right, the sales team can re-engage with the prospect.
3. The prospect is disqualified. Unfortunately, the salesperson determined that the prospect is not a fit for your company’s solution and no longer needs to be pursued. Perhaps your team did not gather enough information to make this determination before handing off the individual to the sales team. It’s important that your team note this information in your marketing database to ensure that you build complete profiles.
For the sales process to flourish in your company, you also need to understand the sales team’s process for reaching out to prospects. This way, you can help support the sales function when building your marketing system.