The Team You Need for Modern Sales and Marketing

The Team You Need for Modern Sales and Marketing

Today, SMBs ready to expand sales and marketing efforts beyond their current capacity often consider hiring an outsourced sales and marketing team to assist in scaling the business. These days, organizations can hire an experienced team of marketers and sales people for a fraction of the cost of recruiting, hiring, training, and managing its own internal team. But, keeping your sales and marketing process flowing daily is more critical than ever to deliver a sustained flow of leads and opportunities. Therefore, it’s more important than ever to have the right members of your modern sales and marketing team to ensure all the bases are covered.

Many companies are now realizing how effective (and expensive) forming a modern sales and marketing team can be to increase sales. The right team makes all the difference and can have a significant impact on the growth of a company’s bottom line. But assembling the right team of heavy-hitters can come at a cost.

Many SMBs that are just getting started don’t quite grasp how modern sales and marketing operates, therefore, they don’t understand the pieces needed to effectively build and run a modern sales and marketing team themselves. As a result, some look to outsource sales and marketing efforts to learn modern sales and marketing best practices and exactly what tools and efforts it takes to run successful campaigns that keep the funnel flowing.

First, building a team – or hiring an outsourced team – must have the same focus and goals, including:

  1. Shifting sales and marketing efforts to making it easy to build trust and drive value for your buyers digitally before you “sell.”
  2. Building trust through shifting your organizations messaging from what your product/service does and how awesome it is, to helping the buyer understand how it fits within the market and what problems it solves.

A modern sales and marketing team rigorously communicates about these goals and the status of the messaging, lead development, and failures and successes in the particular areas of interest. Marketers and sales people collaborate and discuss data points and information each is hearing from the industry, which can be used to educate users, while establishing thought-leadership and trust. Developing trust with your buyer early in the buying and selling process is one of the top reasons for forming (or hiring) a modern sales and marketing team.

Here’s the team we’ve found success with and what that team looks like.

Account Coordinator

A sales and marketing account coordinator (AC) is responsible for all the project management and reporting for accounts, including all modern sales and marketing team efforts. Deploying and managing drip campaigns and coordinating one-offs, follow-up emails and micro-campaigns dominates the ACs time. Most importantly, the account coordinator is in charge of transitioning all qualified leads to the sales reps or internal closers, and share what they have learned from the buyer – digital content engaged with and what they have learned about the buyer’s needs. Communication is key, as it saves time and ensures the collaboration of data and the accuracy of reporting.

Main Duties:

  • Project Management
  • Deploy Email Campaigns
  • Manage Drip Campaigns
  • Oversee Nurture Campaigns
  • Report Conversions
  • Manage Weekly Meeting

Content Producer

Content is king for modern sales and marketing, so a content production specialist (in-house or contract) is an essential part of a modern sales and marketing team. The content producer creates and manages content designed for various campaigns and different stages of the buyers’ journey. Producing thought leadership content and explaining how an organization approaches industry trends and issues is necessary to fuel the automation engine and move consumers through the stages coherently. The content producer will be able to integrate frameworks to help you create thought leadership content in the form of webcasts, videos, blog posts and checklists and present it logically on landing pages and microsites. This digital content can act as a surrogate for your senior reps early in the sales process, while scoring the content users engage with most and measuring their interest. Your “digital thought leader” will demonstrate and share educational content and expertise early in the sales conversation to display solutions and build trust.

Main Duties:

  • Produce Educational Assets
  • Write blogs, emails, white papers, case studies, etc.
  • Produce Screencasts and Webcasts Videos
  • Build Microsites and Landing Pages

Database Analyst

Successful modern sales and marketing requires campaign performance analysis to measure best practice KPIs such as click-through rates, click-to-open rates, etc. Look for high performance click through rates (CTR), click-through percentages and unsubscribe rates and adjust your campaigns accordingly. If a particular piece of content is triggering an above-average unsubscribe rate, remove it from the campaign and monitor the updated flow of buyers through the journey. If there is an email that has a high CTR, optimize the corresponding landing page and consider using it as part of an inbound campaign. There are many ways to interpret the provided data and make the appropriate changes to campaigns, the key is having a marketing database expert to ensure the system is set up correctly to capture the coveted data sets.

Main Duties:

  • List Acquisition
  • List Management
  • List Suppression
  • List Appending
  • List Delivery

Automation Expert

A modern sales and marketing team needs an automation expert to manage the execution of your drip and nurture campaigns, and to ensure your database is moving through the appropriate buyer’s journey. A marketing automation expert will implement best practices and provide expertise to help build trust with buyers not ready to buy digitally. A marketing automation expert will set up the automation system to allow you to track a buyer’s digital footprint, so when they are ready to buy, your closers will be notified, never missing an opportunity.

Main Duties:

  • Implement Systems
  • Integrate Systems
  • Manage Systems

Business Development Reps

Depending on your needs, your modern sales and marketing team may include callers, acting as business development reps, to generate interest and manage the early stage education of buyers. Effective callers will execute light discovery to qualify lead interest (from no interest to sales accepted interest) and set appointments with reps or closers responsible for managing the completion of the sale. How your team is staffed will depend on the size of the market you’re targeting and the volume of revenue you need to generate. This will also determine if you should hire a fully dedicated modern sales and marketing team internally for your organization or if it’s more cost-effective to hire a blended team of outsourced of resources.

Main Duty:

Follow up with inbound lead immediately – Senior sales resources and executives are busy, in meetings, running operations, managing accounts and leading the company. Your business development rep will ensure you’re focused on potential needs when the buyer expresses them with an inbound request. Your rep will help you get to the buyer faster – if he/she follows up in a timely manner. And as multiple studies continue to explain, the first person back to the buyer has a 50% advantage closing that deal over competitors.

Executive Oversight

Finally, you will gain access to a senior executive and strategist. This resource will be a peer that can help you to steward your sales strategy and your marketing strategy and will ultimately be accountable for your overall success.

An outsourced sales and marketing company can work with you to understand your Ideal Customer Profile. They can then help you acquire the databases, phone numbers and email addresses of these buyers and load your CRM with buyers to target that have the need for your product or solution so you are focused on selling to the right buyer.

About Us

Gabriel Sales specializes in helping SMBs and Startups grow business with modern sales and marketing operations. Our team can augment gaps in your existing sales and marketing operations or we can be leveraged for full service campaigns that include:

  • Integrated Sales and Marketing Strategies
  • Database Research and Targeting
  • Automation and CRM Systems Best Practices
  • Systems Implementation
  • Inbound Lead Generation
  • Outbound Lead Generation and Lead Scoring
  • Sales Qualification
  • Closing

To learn more about how we can help you grow your business (or decide if we are the right fit for you), we invite you to visit our page that details our integrated approach to sales and marketing outsourcing. Or feel free to contact us for free initial consultation and discovery session to see if our approach is the right fit to help you hit your revenue targets.

What is Modern Sales and Marketing

What is Modern Sales and Marketing

There’s been a lot of buzz lately about adjusting sales and marketing techniques, tactics and alignment to meet the needs of the modern B2B buyer. But what are the needs of this new type of buyer as they search and move toward purchase? What is Modern Sales and Marketing?

Before the days of the internet, people became aware of products in the physical world – traveling to a tradeshow, answering calls from and engaging with a sales person to gather information and learn about a product or service. And if the sales person was knowledgeable about the solution features and benefits, then they bought it.

Obviously, those days are gone, and now the internet gives people the opportunity to self-educate about products and services before communicating with a sales person. Now, if the buyer can avoid a sales person completely (which occurs frequently with SaaS products), they will. If a buyer does need to work with a sales person to complete the transaction, the buyer now expects that sales person to understand their needs and to customize a solution that meets their needs.

The paradigm has shifted and now products are bought first – with digital content that proves you understand your buyers’ needs and pains – then sold by closers or sales reps who take orders, once buyers feel educated enough to engage in deeper discussions.

The numbers continue to prove the acceleration of this trend: CEB Global finds, 77% of B2B buyers say they don’t talk with a sales rep until after they perform independent research. Sirius Decisions says, 67% of the buyer’s journey is now done digitally as today’s modern buyer self-evaluates the value of a product or service on websites, social networks, review boards and other digital resources of choice. And when they’re ready to engage with a sales rep, they’re already more than half way through the traditional journey. So, businesses must now embrace content marketing, marketing automation, content distribution and social posts to keep up with the demands of the modern consumer.

In essence, modern sales and marketing bridges the gap between sales and marketing and aligns the sellers sales process with the buyers’ journey, to sell solutions, not features and benefits. The goal of modern sales and marketing is to map your sales process with the contemporary buyers’ journey to make it easy for the buyer to purchase at each stage of the process.

Aligned Sales and Marketing

Today, a company that wants to succeed in the modern marketplace, must demand its sales and marketing departments work together collaboratively, get along and partner for one goal – increase the bottom line. With the multiple moving parts involved in the modern sales and marketing machine, both entities must work together to bring in an audience, educate that audience and move that audience towards a purchase decision. Equally important, they must also remove segments of that audience that are not interested in purchasing to maximize the time of the sales rep. It seems like an arduous task, but the effort is worth it because the rewards are tangible: Marketo finds that companies with an aligned sales and marketing strategy are 67% better at closing deals.

In order to align the two departments, sales must talk to marketing and clearly articulate the types of people (targets) who are most likely to buy and which ones are the right fit for the company. They also need to be able to clearly convey the problems these buyers need to solve. Then, marketing must take those items and craft a strategy, produce content (both educational and content that facilitates easier transactions) and distribute it in an organized, timely manner.

On the flip side, marketing needs to craft powerful sales stories and value propositions for the products or services, so the sales team can be consultants and offer solutions to consumers, rather than pushing product features and benefits.

It’s also marketing’s job to attract and nurture prospects with quality and authentic content that makes it easy for buyers to understand the company story, what makes them unique, and what makes them different. Additionally, marketing must track the buyers consumption of this content to pass the most qualified leads to the sales reps, so they can convert those prospects into customers.

At Gabriel Sales, we make it mandatory for the sales and marketing teams to meet weekly to review results and provide feedback regarding processes, content campaigns and other sales and marketing tactics. We often go through call verbatims, to learn what works and what does not work to adjust and fill gaps in both the sales process and marketing process where needed. This type of open communication and collaboration ensures our content is customized to our target audience – which the sales team knows best – and is being utilized in the correct stage of the buyers’ journey. In addition, this open communication and collaboration aligns our marketing and sales efforts, which helps generate inspirational and creative ideas for new content and sales and marketing tactics to attract qualified leads. Finally, it allows us to provide our target audience with incredible value and a clear understanding of our clients’ products or services. This level of collaboration accelerates our ability to hit sales goals and to generate the results our clients need.

Content Production, Curation and Distribution

As content marketing matures, the ROI is now becoming established. Demand Metric finds that content marketing costs 62% less than traditional marketing and generates about 3-times as many leads. But content marketing only works if you aim to educate your buyer and allow them to move towards a purchase. And again, the numbers support this approach as a Demand Metric study reports, 60% of buyers are inspired to seek out a more information on a product after reading about a business approach to the solution.

So, what type of content should you produce for the modern sales and marketing process to move a buyer towards a purchase? It’s important to create several types of targeted content for all phases of the new buyers’ journey, which is broken into three parts:

  1. Awareness phase: to help buyers realize their need for a product or service to fix their problem
  2. Consideration phase: to help buyers research solutions for their problem and to compare and contrast a solution they’re interested in
  3. Decision phase: to help assure buyers the product they’ve identified as a solution is the right choice

Any content device is useful, blogs, videos, webcasts, product demos, case studies, white papers, checklist, etc. But not all buyers like the same type of content. A Demand Gen report notes 95% of B2B buyers choose solution providers that offer relevant types of content at every stage of the buying process. So, it’s good to use several pieces for each stage. It’s also important to not over spend on content production. In many cases authentic communication at a lower cost works just as well as highly produced, expensive content. Blogs articles work just as well, in many cases, as expensive white papers. In fact, a Demand Metric study shows, companies that have a blog platform produce 67% more leads per month than those that do not have one. And video works too: Hubspot finds 70% of B2B buyers watch a video sometime during their buying journey.

The most important criteria is not expensive production, but aligning your content pieces to your buyer’s journey process, so you ensure each consumer interested in your solution is receiving the right message at the right time. As content is pushed out, it turns outbound leads into inbound leads that help your buyers decide if they are the right fit, while at the same time, either qualifying them as prospects for your sales team or disqualifies them (a no is as good as a yes) according to your target identification within your strategy. Remember, unqualifying leads is just as important as qualifying them, as it mitigates time wasted on people who will eventually fall out of the buyers’ journey themselves. This ensures you’re speaking to the right people and increases effectiveness and conversion rates, which, Aberdeen finds are nearly 6x higher for content marketing adopters than non-adopters – 2.9% vs 0.5%.

Marketing Automation and Lead Scoring

Content marketing takes commitment to ensure steady production. But simply churning content to increase your volume of marketing assets no longer makes sense. Creating the right content and using it as effectively as possible to maximize your investment is now critical. To do this, a company needs to leverage the right marketing automation tool to execute a systematic automation and digital communication plan that includes lead scoring. Marketing automation allows you to implement your buyers journey content strategy, roadmap, or digital sales process (whatever you want to call it) within a system that automatically sends messages at a desired cadence. Lead scoring then allows you to identify what buyers are most interested and actively considering buying a solution by assigning a score to the buyers’ digital activities and engagements. Leads are ultimately scored by correlating a buyer’s digital conversation to a buying stage. For example, form fills and pricing pages demand higher scores than educational blog pages. As a user self-educates, it continues to compile points and bubbles buyers most likely to buy to the top of the lead funnel.

When a buyer hits a certain threshold, they are then prioritized by the sales team for follow-up calls and discussions.

And because the automation software keeps a history of the pages visited, a sales rep can jump into that digital conversation and already understand the pains and problems a buyer is trying to solve. This allows a sales rep to become more of a consultant, rather than one that “feature dumps” and/or highlights the benefits of the solution.

At the same time, marketing can constantly study data and improve results with smarter reporting, in the forms of real-time content consumption, dynamic reporting of email activity and correlating campaign results to stages in the sales funnel. Ultimately, marketing automation allows for more accurate data, which allows teams to pivot when needed.

What is Modern Sales and MarketingDedicated Sales Consultants and Engineers

Top performing modern sales and marketing systems optimize workflows to make it easy for sales reps to follow-up with the right leads at the right time.

As Velocify finds, organizations with the fastest lead follow-up have the highest inbound lead conversion. In order to accomplish this, teams must dedicate sales consultants to qualify and contact high-scoring leads immediately, while understanding which “solution ballpark” the prospect is interested in, from the information provided.

Think of this as smart lead distribution – sending the right lead to the right sales rep to optimize the sales rep’s time. As Hubspot’s analysis of more than 2,200 American companies finds, those that attempt to reach leads within an hour of when a buyer looks ready to buy, are nearly 7x likelier to have meaningful conversations with decision makers than those that waited even 2 hours or more.

Summary

While this is a simplified synopsis of modern sales and marketing, there are key pieces SMBs can use to begin to build a process of making modern consumers aware of its products and solutions, while picking up some quick wins along the way.

The keys are to target the right decision maker units through communication and collaboration, set a strategy that clearly outlines the buyers’ journey and automate message delivery for a certain, decided cadence. Top performers solidify a consistent process and leverage technology to help execute it, while simultaneously mitigating wasted time and effort through insightful analytics. Another key is getting all teams on the same page for the same goal, to increase company revenue. Because when organizations achieve that, the results are astounding. Hubspot finds, when sales and marketing teams work together, companies see 36% higher customer retention and 38% higher sales win rates. Hubspot also reports, companies with good sales and marketing alignment practices, generate 208% more revenue from marketing efforts. And that’s good for everyone.

 

About Us

Gabriel Sales helps companies build modern sales and marketing operations. We are committed to marketing automation as one of the critical tools for sales success. We have over 50 marketing automation deployments under our belt. And we have implemented over a half dozen different marketing automation technologies so we can help you decide on the best fit at the right price to meet your sales goals and stage of sales maturity.

To learn more about the gaps we can help you in building modern sales and marketing operations with sales outsourcing we invite you to visit our sales outsourcing approach and philosophy page or our blog post about how we leverage sales outsourcing to build modern sales and marketing operations.

 

We Are Passionate About Helping Entrepreneurs Committed to Sustained Sales Growth 

 

We Specialize in Building Outbound Marketing Engines To Consistently Fill Your Funnel with Real Sales Opportunities 

 

Contact our team and evaluate in detail if our solution can help drive your success and remove barriers to growth.

 

 

 

 

Gabriel Sales Outsourced Sales and Marketing Agency Introduction Video

Gabriel Sales Outsourced Sales and Marketing Agency Introduction Video

Contact Us To Learn How Outsourced Marketing and Sales Can Accelerate Your Growth

 

Our big question was, “Where would we get the content?” We were shocked, we didn’t realize how much content we were sitting on. They helped us draw out and produce a great deal of professional content. We immediately improved our ability to target new markets, lift SEO and develop leads with entry level sales reps.

Dan Beall

Partner, The Strategy House (Healthcare Consulting)

Sales Operations Outsourcing and Sales Consulting Case Study

Sales Operations Outsourcing and Sales Consulting Case Study

The Challenge

A small company had two years of declining revenue. The original founders decided to part ways. Gabriel Sales’ client retained ownership of mid-sized business clients and the web technology software, architecture and engineering teams. The second founder spun off a graphic design company. The new entities executive’s core competency was sales but he needed to focus on rebuilding operations and maintaining strategic partnerships. Was looking for quick operational support.

Selling To: Directors of Marketing, Small Business Owners, Creative Directors of Small and Medium Sized Business

The Solution

  1. Lead Generation and Inside Sales Outsourcing-Gabriel Sales staffed lead generation and inside sales staff trained by founder to fill the pipe and close basic service offering.
  2. Sales Consulting and New Product Launch-Gabriel Sales examined existing infrastructure and service offering and identified an internal self-publishing tool that could be sold as a stand alone offering
  3. Part Time Inside Sales Staffing -Gabriel Sales dedicated a telemarketer to focus on the new product offering, packaged and staffed an inside sales representative to generate blended technology and service offering deals for founder to close.

The Results

New Prospects

%

Retention Rate

Deals in 4 Months

  • From a universe of 2,000 targets, Gabriel Sales contacted 500 new prospects and past clients to introduce the new entity.
  • Gabriel Sales provided an infrastructure including a cleaned and organized database, created a sales training manual then recruited and transitioned the team back in-house, once the founder had reorganized and built internal operations.
  • Company retained 90% of clients.
  • Gabriel Sales closed 3 new deals in a 4-month period and passed 20 plus prospects  for additional development by founder and transitioned team (7 closed within 6 months)

Related Case Studies

Reasons to Consider Outsourcing Sales and Marketing

Reasons to Consider Outsourcing Sales and Marketing For many businesses ready for growth, it’s fairly typical to consider outsourcing sales and marketing and various other functions including: human resources, accounting and IT. And historically, when it comes to...

What is Modern Sales and Marketing

There’s been a lot of buzz lately about adjusting sales and marketing techniques, tactics and alignment to meet the needs of the modern B2B buyer. But what are the needs of this new type of buyer as they search and move toward purchase? What is Modern Sales and...

Sales Operations Outsourcing and Sales Consulting Case Study

The Challenge A small company had two years of declining revenue. The original founders decided to part ways. Gabriel Sales’ client retained ownership of mid-sized business clients and the web technology software, architecture and engineering teams. The second founder...

Fundraising and Employee Benefits Event Outsourced Sales Case Study

Fundraising and Employee Benefits Event Outsourced Sales Case Study

 

 

Fundraising and Employee Benefits Event and Sales Outsourcing

The Challenge

Company had an independent national rep force with more than 300 sales people. Company was planning to increase the size of the rep force by 25%, and needed to increase the volume of deals for both existing reps and new territories. Company had no database or inside sales and marketing support team to generate new leads.

Selling:   Fundraising and Employee Benefits Event  

Selling To: SMBs and Enterprise Companies

Average Deal Size and Sales Cycle:  Average initial deal size is $2K to $5K with most deals generating an additional $4K to $8K annually for many years once account opened.

The Solution

Gabriel Sales executed a Go-To-Market Research project to:

  • Size the market opportunity and what tactics were best suited to reach the market
  • Identify the Ideal Customer Profile and Buyer Persona
  • Documented Company’s Sales Process

Gabriel Sales developed a comprehensive outsourced sales and marketing campaign to:

  • Build awareness to a broad audience prior to the show
  • Build a database for ongoing marketing
  • Create content to automate early stage buyer education
  • Create content to nurture buyers not ready to transact
  • Implement a marketing automation and CRM system to manage campaign
  • Execute outbound eMail Marketing campaigns to build database
  • Staff callers to qualify leads and set appointment for national rep force

The Results

 

Opt-In Database of Potential Buyers

Ave. Monthly Sales Appointments

Ave. Monthly New Accounts Won

Built an In-House Sales Engine

Opt-In Database

Built an in-house, opt-in database of more than 40,000 potential buyers and counting.

Predictable Growth

Built a steady state process that generates a predictable stream of monthly sales appointments.

I

Automated Process

Built a sales and marketing process that leads to 15 – 20 new accounts, monthly.