On the other hand, although it may not sound familiar to many, a good budget is invested in this activity because it includes investments in:
Advertising media
Participation and organization of events or fairs (here is an ebook dedicated to that LINK)
Content generation and inbound strategies
Database acquisition
Market intelligence
The problem is that these prospecting actions are usually fragmented in most companies:
The systems team has control over the information
The marketing team has control only over communication
Agencies and consultants have control over investments in media and communication
The sales team has control over contact with prospects
Fragmentation produces disorganization, waste and causes poor sales results.
The solution: the prospecting committee
What is it?
It is a team made up of the most important people in the areas:
Commercial
Marketing
Telemarketing
IT - Systems
Sales acceleration teams
Advertising, digital, inbound marketing and media management agencies
It has 3 fundamental objectives:
Coordinate actions to attract potential clients so that c level contact list they are as effective and useful as possible.
Implement processes to reduce average sales times.
Implement processes to improve sales closing percentage.
Its success indicators are:
Number of leads
Lead quality
Average sales cycle time
Sales closing percentage
Committee duties:
1) Define who the ideal client is and ensure that the sales process is followed:
Sales are a flow and a process that must be constantly worked on. To do this, it is necessary to understand the relevant niches very well and how they will develop.
The tools for this objective are:
Sales pipeline
The Buyer's Journey or path to purchase
Buyer persona profile or simply the “persona”
2) Where to prospect:
This committee must be clear:
Which companies or people are the company's ideal clients?
How can you reach them?
Only with this definition is it possible to take effective action on:
The media to hire
The value proposition to be communicated
The pieces of content to be developed
Database management and activation
The way in which the results are going to be measured
How all the company's marketing and sales assets are going to be leveraged
3) How to prospect
With the knowledge of the above points, this committee should define:
What methods will be used (Guideline, attraction with inbound methods, proactive prospecting, etc.)
What messages and pieces of content should be worked on for attraction
What process to follow with clients in the process of attraction
Who will be responsible for each process?
