IT companies are constantly looking to close more business and increase their revenues. Within the process, they also aim to improve overall customer satisfaction and get the highest possible NPS. Are you struggling to achieve these goals? Then you need to increase ROI on your sales motions and marketing campaigns. What are the two main steps you should take?
Step 1: Fix the fundamentals
Prevention is better than the cure. You go to the doctor and dentist each year to fix any problems before they occur. Demand generation is no different. Before spending a single dollar or euro on attracting new business, you need to eliminate potential issues and create a solid foundation. This way, you’ll avoid losing potential customers (and, therefore, money) and get a much better ROI.
With that in mind, we’ll list a few stumbling blocks we often encounter during our Sales Journey Assessments. We’ve performed them for hundreds of clients to help them get the fundamentals right. Be sure to check and – where necessary – fix these elementary things:
• Prospective customers fill out a contact form on the website that isn’t working properly. A broken link is the culprit behind you not getting back to them, but neither you nor they know this.
• The reception desk doesn’t answer incoming calls or a sales rep fails to follow up on conversations they’ve had with prospective buyers because their project management system did not work properly.
• Big social selling campaigns backfire – for example, because company employees haven’t updated their profiles with pictures, full names, and a willingness to be contacted.
Step 2: Accelerate and grow
Once you’ve checked the basic buying and sales processes in your company and fixed any (un)known issues, it’s time to accelerate and grow. Implement demand generation as planned, knowing you’ll get a much better ROI on it. Best practice in B2B shows the companies which stay in best shape are those that run Sales Journey Assessments at least once a year or prior to any major sales motion or demand generation investment.
Remember, if you get your teeth cleaned once a year, you’ll be pretty, that business photo shoot is going to be as perfect as it can be, and you’ll make sure you don’t lose your teeth. The same goes for your demand generation!
Want to know more about the Sales Journey Assessment?
If you’re curious to learn how a Sales Journey Assessment will help your company fix the fundamentals, accelerate, and grow, be sure to contact us so we can discuss your opportunities.