Reasons to Consider Outsourcing Sales and Marketing

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 growing sales, most companies initially consider building a team of dedicated sales and marketing professionals. The conventional process was to hire lead gen reps and a senior sales professional, and then assign an existing employee with multiple marketing and demand generation functions.

But over the past several years, the requirements of buyers have significantly changed. First, they expect to be able to educate themselves digitally online, and they expect continuing education. Then, they expect to engage with both thought leaders and sales professionals as they make their purchase decision.

So, sales success in this new buyer-driven market now requires a team of sales and marketing professionals with a variety of skill sets, all focused on making it easy for the buyer to buy. These skill sets can be time consuming and difficult to assemble effectively and quickly. As a result, many companies are discovering the old model of hiring and building a sales and marketing team on their own is just not enough to generate what they need to produce sustained sales growth and success.

Consequentially, businesses are increasingly discovering that outsourcing their sales and marketing team is an attractive and smart business decision for growth and many other reasons as well. The different justifications for outsourcing all result in reducing costs, increasing results and lowering risks.

7 Reasons to Consider Outsourcing Sales and Marketing

  1. Access to strategists who craft an effective plan quickly – Companies that outsource get immediate accesses to integrated sales and marketing strategists. With all the shifts in buyer behavior, companies can work with experienced strategists who will help craft a plan that works for their business and their budget. And these strategists are experienced, they understand the trends and have access to benchmarks and research tools to help get the most out of their budget.
  1. Access to the right talent for both sales and marketing – Outsourcing sales and marketing provides businesses with the ability to source all the talent needed, quickly. On the sales side, this includes access to lead gen reps, closers and, in some cases, sales engineers. On the marketing side, it includes access to content producers, email marketers, inbound specialists and marketing technologists.
  2. Outsourcing sales and marketing is more cost effective with less risk – Outsourced sales and marketing gives you access to a team of blended resources. This eliminates the need for paying top dollar to multiple vendors for specialists, or having to carry full-time talent that’s underutilized. This, combined with removing the need for additional office space and eliminating the costs of recruiting and management, results in lower startup costs to get the team off the ground in the short term, and reduces ongoing overhead in the long term.
  3. Speed to market – Outsourced sales and marketing gets you to market two to three times faster because you gain access to a team that already works well together and has already generated business successfully.
  4. Immediate systems infrastructure – Selecting, purchasing and assembling all the tools you need for successful growth is expensive and time consuming. Outsourcing gives you access to the databases, automation tools and CRM, with both the technical talent and best practice expertise you need to get the most from the system.
  5. Operational efficiency – Effective sales growth requires efficient use of budget and talent. Combined with the right systems infrastructure, outsourced sales and marketing allows you to execute cohesive strategies with all the data and measurement you need for effective management. It also provides the middle management layer required for success.
  6. Proven stability – If you have been involved in sales and/or marketing for any period of time, you will have experienced sales teams and marketing teams that are not always unified and that don’t always “play” well together. When you outsource sales and marketing, you’ll be working with an organization with one shared goal of putting deals into your sales funnel. And this team will have a proven track record of success.

If you would like to learn more about outsourcing sales and marketing, contact us for a FREE consultation and to see if it’s the right fit for you. Give us a call at (720) 279-7511.

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.


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.

Imaginatik Outsourced Sales and Marketing Case Study

Imaginatik Outsourced Sales and Marketing Case Study

The Situation

A publicly traded company, Imaginatik, was founded in 1996, and sells a mix of consulting and advisory services, hands-on innovation projects, program management, and award-winning enterprise software globally. Company’s U.S. office was comprised of a team of high-end enterprise sales executives, executives and consultants with domain expertise, and a marketing director.

The Challenge

Company wanted to move beyond its reliance on rolodex reps to generate its sales pipe and reduce its 18-month sales cycle. Because of their limited bandwidth, they felt an outsourced sales and marketing solution made sense.

  • Selling to C-Level, VPs and Directors in Fortune 2000,
  • Marketing Director was responsible for brand, trade shows and sales operations support.
  • Company was reliant on relationships and rolodex enterprise reps, so pipe oscillated.
  • Sale was complex and required high-level of focus of enterprise reps to close.
  • SVP of Sales had no interest, experience or desire to manage a lead generation team.
  • The company had experimented with webcasting as a lead generation and lead development program, but only had a database of less than 2,000 opt-in buyers for ongoing marketing.
  • Sale required selling different value props to the end user, management, and C-suite for final budget approval.

The Solution

Over an 18-month period, we worked with Imaginatik on Marketing Automation and Content Management Systems Integration, Targeting, Lead Generation Campaigns, and Outsourced Sales and Marketing Execution for Opportunity Development.

  • Documented buyer persona and buyers journey for 4 specific verticals and 3 decision maker layers.
  • Implemented Marketing Automation and integrated Digital Demand Center™
  • Conducted several content workshops to develop content for new lead generation and to automate the early buyer education process.
  • Built 7 microsites for specific audiences for new lead generation campaigns and ongoing nurturing
  • Executed quarterly eProspecting campaigns to build awareness and target specific markets
  • Staffed blended outsourced sales and marketing team to manage ongoing nurturing and marketing automation campaigns.
  • Staffed calling reps to leverage the marketing automation platforms to set appointments for senior reps.

The Results

Opt-in Targets Generated for Database

Appointments Scheduled for Senior Enterprise Reps

Sales Qualified Opportunities Developed

Deals Closed in 18 Months

Over an 18 Month Engagement, Gabriel Sales:

  • Built awareness and an opt-in database of over 12,000 early stage leads of ideal targets for ongoing marketing
  • Scheduled 240 appointments for senior enterprise reps
  • Developed 56 sales qualified opportunities
  • 1 transaction in first 6 months, and 4 additional transactions in second 6 months
  • Established baselines that evolved into predictable dollars in/dollars out metrics for early stage pipe flow
  • Transitioned the sales engine to Imaginatik internal marketing team. Director of Marketing promoted to CMO and built internal support team of 3 marketers and 2 inside sales reps.

Gabriel Sales moved to outsourced sales project work.

Outsourcing Sales and Lead Generation Case Study

Outsourcing Sales and Lead Generation Case Study

Online Technology Publisher

The Challenge

Sales were flat with core offering static or in decline as target decision makers were being flooded with a wave of new products and solutions. Sales Team had slipped into complacency as account managers focused on servicing existing accounts reselling same products and services. Through attrition existing team did not know how to generate new business (no entrepreneurial spirit).

Selling To: VPs, Product Managers and Directors of Marketing in Mid-Market

The Solution

  • Sales Process Consulting – GS identified gaps in the business operations, human resources and training necessary to produce individual and organizational SWOT analysis.
  • Sales Consulting – Gabriel Sales crafted an Ideal Customer Profile and conducted existing client interviews to discover and recommended areas for 3 new service and product offerings.
  • New Product Launch and Outsourcing Lead Generation  – Gabriel Sales targeted 1200 new companies hitting Ideal Customer Profile
  • Outsourcing New Business Acquisition – Staffed Inside Sales Rep to close package deals and to sale qualify and set appointment for larger opportunities.

The Results

  • 2 of 3 new product offerings gained traction producing one business unit generating 300K in revenue annually at a 50% margin and a second unit generating 500K annually at a profit margin of 21%.
  • Priced, scripted and created marketing material for new products offers. Once methodology and offers built set quotas, forecast and trained existing sales force in new solutions without disrupting their workload.
  • Re-invigorated – 6 existing clients once re-engaged with a customer centric and solutions based sales approach increased annual revenue engage 2X

Engineering and Management Agency Consulting Case Study

Engineering and Management Agency Consulting Case Study

Sales and Marketing Operations Outsourcing Case Study

The Challenge

Management Consulting and Industrial Engineering Professional Services firm spun out of Fortune 250 Company and hit $4M in annual revenue within 18 months.   The principals were mired in a cycle where they would sell, service and then need to start pipe from scratch.  Over next 4 years they hired 3 enterprise reps with Rolodex’s and landed one additional deal outside their own network and remained flat at $4M.  Sales cycle for enterprise deals was over 360 days for initial engagement of $20K to $50K, deals then scale to $250K – $500K in year two and $1M plus in year three.  To inject new revenue stream with shorter sales cycle company acquired a smaller practice with entry level solution and sales for that product line also remained flat.

Selling To: Fortune 1000 and Privately Held  Manufacturers’ SVPs and VPs of Supply Chain, Operations, Head of Engineering and Energy Manager

The Solution

  • Sales Consulting and Inside Sales – Scripted,  created content and created an inside sales process for entry level solution.  Took inbound leads from existing telemarketing partner, qualified, engaged and closed.
  • Sales Consulting – Simultaneously worked with client to create a repeatable high velocity sales process, ideal customer profile and collateral for enterprise professional service engagement.
  • Lead Generation Outsourcing – Client migrated telemarketing to Gabriel Sales for enterprise deals as entry level product sales transitioned back to business unit.
  • Digital Content Production and Digital Sales Execution –  Cloned the sales process for Top Producers for enterprise deals with video,  webcasts, blog and success stories.
  • Outsourcing Inside Sales and Marketing Operations – Gabriel Sales took over all lead generation, database management, software implementation and management of  direct marketing efforts to target, engage, qualify and nurture enterprise prospects.
  • Outsourced Sales Staffing – Staff a blended team of lead gen rep, inside rep and senior enterprise sales rep to manage the logistics and close of deals.

The Results

First 180 days

  1. Eliminated prior sales processes, which required extensive travel and face to face meetings.
  2. 4 entry level new business clients closed with inside reps
  3. Put 6 enterprise deals in the sales pipe.

Second 360 Days

Internet Marketing Technologies scoped and implemented and blog launched

Nurturing database of 2,000-plus decision makers created and marketing automation implemented.

Sale collateral digitized in webcast, blog, video and customer testimonials

Additional Entry-Level Deals

Enterprise Deals Closed

Enterprise Deals Moved to Upsell

Sales Outsourcing for Publisher Case Study

Sales Outsourcing for Publisher Case Study

Sales Outsourcing for Technology Publishing Case Study 

The Challenge

Organization focused on selling marketing programs to IT firms.  The business had lost 50% of revenue annually in two consecutive years.  New VP of Sales promoted from within which caused the attrition of 2 senior sales professionals on staff.  VP was given one year to turn business around.

Selling To: VPs & Directors of Marketing, MARCOM Directors

The Solution

  • Sales Consulting – GS evaluated 18 month cycle of existing business to identify Ideal Customer Profile and most profitable customers.  Conducted internal analysis of sales methodology, sales infrastructure and skill sets
  • Outsourcing Lead Generation – Gabriel Sales implemented a new business lead generation to ensure pipe was growing through reorganization.

The Results

  1. Business grew from 2.1M annually to 6.9M annually in 24 months
  2. Gabriel Systems managed and executed ongoing new business lead generation and then transitioned to closing Proof of Concept deals – 13 new clients in year 1 and 28 new clients in year 2 generating $300K revenue in year 1 and $650K revenue in year 2.
  3. Existing sales team was restructured around specific verticals reducing fixed costs of sales team by 23%. Internal teams focus transitioned to account management with a focus on scaling business of existing and new relationships post Proof of Concept.
  4. Client worked with GS to leverage GS insights and metrics to implement SalesForce.Com and VP was freed of new business acquisition management issues to pursue million dollar plus enterprise deals


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