Themomentaprospectbecomesaleadisthefirststepintheprocess。

Leadsadvanceonlyiftheyfitthequalifiedleaddefinition。

Aqualifiedleadhasmetthepropercriteriatomovetothisstageintheprocess。

Whenthequalifiedleaddefinitionhasbeenmet,theleadhandofftakesplaceandtheprocessnowmovestosales。

Ifsalesagreesthequalifiedleaddefinitionhasbeenmet,theleadthenbecomesasales-acceptedlead。

Ifsalesdoesnotagreetheleadfitsthequalifiedleaddefinition,theywillrecycleitbacktomarketing。

Whenaleadagreestoengageinthesalesprocess,theybecomeasalesopportunityandwillremaininthisstageuntiltheyclose。

Ifasalesopportunitydoesnotmoveforwardintheprocess,thensaleswillrecycletheleadbacktomarketing。

Therecycleprocessmovesleadsfromthesales-acceptedandsalesopportunitystagesbacktotheleadstage。

Nowlet’slookatthewhatittakesforsalesandmarketingteamstocreate?

asuccessfulcustomer?

journey。

1。

Defineallthestepsintheprocess。

Theprocessdoesn’tneedtobecomplicated,buteachstepshouldbethoroughlydefinedandgivenaname。

Anexampleisthe“qualifiedlead”step,wheretheleadwillhavetomeetthequalificationparameterstowhichbothsalesandmarketingagreedsoitcanbepassedtosales。

2。

Drawatableorflowchart。

Youshoulddocumenttheleadprocessinatableorflowchartafteryou’veagreedtothesteps。

3。

Determineresponsibilities。

Eachstepintheprocessneedsanowner。

Forexample,theleadqualificationstepismostcommonlyownedbymarketing,whilesales-acceptedleadfollow-upisownedbythesalesorganization。

4。

DeterminemetricsandSLAs。

Eachstepwillhaveametric,andinsomecasesanSLA(servicelevelagreement)associatedwithit。

Marketingwillagreetodeliverorover-deliverasetnumberofqualifiedleadsoveranagreed-uponamountoftime,suchasaquarter。

Saleswillagreetofollowupontheseleadsinaspecificamountoftimeandbemeasuredontheirfollow-uptime。

5。

Incorporatetheprocessintoyourmarketingautomationplatform。

Yourmarketingautomationsystemcanmanagetheend-to-endprocessasaleadbecomesinterested,initiatesdiscovery,engages,developsintoaqualifiedlead,andmovestosales。

Don’tneglectexistingcustomers;useyourmarketingautomationplatformtokeepthemengagedandcreateupsellingopportunities。

6。

Ensuresalescanseeintothemarketingautomationsystem。

Thedataandinsightsfromyourmarketingautomationplatformmustbeavailableandtransparentforsalesreps。

Thisallowsthemtoremaininvestedintheleadprocesstothedegreetheychoose。

Salesrepswillfindtheinformationfromthemarketingautomationdatabase,withitsindividualbehavioralhistories,arichsourceofintelligencetoinformconversations。

Havingthisattheirfingertips–eitherintheirCRMorinasalesportal–ensurestheyhaveaclearviewoftheactionsaprospecthastaken。

Also,whentheyfindtheirownleads(throughreferralorothermeans),theycanseewhetherthenewprospectalreadyhasanexistinghistoryofengagementwiththecompanyoritsproducts。

Didyoumissparts1and2?

Catchuphere:

SuccessfulSalesandMarketingAlignment?

Part1:GetStarted

SuccessfulSalesandMarketingAlignment?

Part2:UnderstandtheBuyer

Staytunedforthenextblogpostinthisseries,whereyou?

lllearnhowtodeterminewhenaleadisreadytobepassedfrommarketingtosales。

Letsblockads!

(Why?

)

Act-OnMarketingActionBlog