Introduction to the Sales and Marketing Machine
Source:
David Skok
for Entrepreneurs
Building a Sales and Marketing Machine is a structured methodology for designing and reviewing your customer acquisition process. It stresses the idea that the only right way to build a sales and marketing process is to design it around your customers (customer-centric). Although this is obvious, it turns out to be radically different to the way most companies have designed their processes, which is based on what they want to happen (i.e.company-centric). Most of the time company-centric processes will not work as well as hoped, it will be because they failed to take into consideration the customer’s concerns and motivations.
This methodology will help you grow sales by addressing the following specific issues:
- Ensure your process is Customer-Centric (as opposed to company-centric)
- Design a process that is predictable, scalable, optimized and efficient
- Provide you with clear instrumentation showing what is working, and what is not
- Provide you with a clear understanding of what levers you can pull to grow sales
- Identify bottlenecks, and show you how to resolve them
- Lower the cost of customer acquisition
- Ensure that Marketing is correctly aligned with Sales, and directly helping to close business
- How to grow lead flow using the latest web marketing techniques
The complete article on this process is fairly long. For those who are interested in getting a fast overview of the topic, I recommend flipping through the following set of slides in the link below:
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