How to Align Marketing and Sales - from Unaware to Purchase

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Marketing acivity should be continous sales persuasion

Make sure everyone knows who is responsible for the 5 sales steps from unaware to purchase

Sales and marketing aren’t always the perfect match. It’s time to ignite team play. If last year was about focusing on lead generation, now is the time to gear marketing activity to sales performance.

To help companies in need of urgent leads, Allround Creative went back to its roots in the early 1990s and re-shaped a staged demand generation programme: data research > messaging > results investigation > appointment setting, as well as recreating proprietary customer survey programmes aimed at retention and cross-selling.

Plot discrete marketing and sales functions

However, as you might expect to hear from a marketing company, an organisation cannot be entirely sales-led all the time - selling will lose strategic focus and end up aiming only at ‘nearby’ opportunity rather than customer service or growing the market.

Let us help you to identify each step in your customer's buying decision from when they first become aware of your products, to when they decide to make a purchase. If you can identify customer preferences, you can put the right marketing and sales material in front of them at each stage.

5 step sales process

Create a marketing nurture pot when sales don't convert

Our experience is that if a sales lead does not convert, the opportunity may be abandoned too soon, which means a competitor who is more persistent will close the sale, perhaps after many subsequent contacts.

In your organisation, whose responsibility is it to nurture opportunity and manage relationships after the first pitch? Will the sales team persist and do the best job if they're focused solely on this quarter's sales targets or bonus?

Get more info about Quick Wins, the 5 sales steps and who owns the 'nurture pot', requst below.

The Allround Creative Agency remains sensitive to the fact that the economy’s recovery remains hesitant, so any marketing claim that does not support sales is unlikely to get a sympathetic hearing.

We are here to counter any perception that marketing is a discretionary budget, and not 100% business critical.