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Thursday, 23 March 2017
From Lead to Order
article written by bizdirect
From Lead to Order. The business fundamentals have not changed: Acquire, Retain and Grow. But the world around us has.

We have more demanding customers that live in a digital world and new and more opportunities in a higher competitive landscape that accelerate changes and challenge our economy.

So, to be successful, we have to change the way we think of exclusively selling the brand to understanding the needs of our customers. In order to do so, companies must build a common language between their Sales & Marketing departments and start together by generating leads.

Today, a person is subjected to more new information in a day than a person in the middle ages in his entire life. The information overload we are involved in changes the way we consume. The purchasing power is now in the hands of the buyers, instead of sellers, and Marketing has an increased importance as it gained the business power to Sales. From pushing to pulling, from few to many, people don´t want more telemarketing, print ads, direct mail, cold calling etc; they want companies to adopt an inbound marketing strategy.

As Marketing and Sales attract consumers, is important to build a combined funnel focused both in quantity and quality. As they target how many customers they need per a specific period and calculate the estimated contact, lead and close rate percentages, they will know how many people they will need to attract through their campaigns. Their combined efforts will also make clear for both which are their roles throughout the consumer journey.

By defining a process, they will be able to build relationships with qualified leads regardless of their timing to buy, with the goal of earning their business when they are ready, recycle leads that are not qualified for a specific product, redirect them to a different one more interesting for them or even reject leads as they are not and will never be qualified for any of the products.

At Bizdirect, we believe the analysis of behavioral history, patterns that indicate the likelihood of buying, the close rate per campaign and close rate for all marketing and sales activities can certainly help companies to be a step closer to increase their return on marketing and sales investments.

Do you want to find how we have been helping our clients increase their sales?


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