Outsourced Sales and Marketing


How Marketing Automation Helps Sales Reps

How Marketing Automation Helps Sales Reps

Marketing automation helps sales reps increase their productivity in multiple ways.

Marketing automation tools are used by companies of every size to increase the value of their online presence. Whether a business needs better lead generation or an improvement in the number of sales successfully closed, automated marketing can dramatically extend your online reach, allowing you to drum up a much higher number of leads, and in turn find more good leads that will turn into sales.

However, sometimes sales departments don’t use these tools correctly. Often this is the result of misunderstanding what these tools are capable, of, and becoming overly reliant on them for help in every facet of the job. Marketing automation is powerful, but in the end still just a method for enabling a live person to do more than would otherwise be possible.

In the interests of helping people understand how to maximize the value of these automated systems, here are ten ways that marketing automation assists sales reps.

Lead scoring. If you have a good number of existing leads and a steady stream of new leads always coming to you—a fortunate situation, to say the least—you still need to know which of those leads are most likely to result in sales. Lead scoring tracks a potential buyer’s activity to determined who is most engaged. This gives sales reps an easily accessible list of priority customers, requiring no guesswork as to who should be contacted first.

 

Buyers indicate their interests before speaking with a sales rep. Related to lead scoring, automated marketing systems track what products and services your engaged leads are checking out. When your sales rep is ready to make contact, they can do so knowing the customers’ interests and thus what to target with their sales pitches.

 

Sales reps can see how effective their contacts are. Every sales rep knows the feeling of having a customer that they’re sure is interested, the customer will buy soon, it’s pretty much a lock, and so on. What helps more than a good feeling, even for the best rep, is hard data. Marketing automation tells you how often leads open your e-mails and click on the links you send. If they are, wonderful; if not, this lets you know that you need to devise a new angle for selling the ‘hot’ lead on your product, rather than continue sending the types of e-mails they’ve been ignoring.

 

Automated e-mail templates save your reps time and give them feedback. Once e-mail templates are programmed into the automated system, they can be put to wide scale use and their effectiveness thus gauged on a large quantity of data. If a certain template does not do enough to trigger further engagement from leads, you know and can try something else. And if you find a template that is super effective, the automated tools make it easy to streamline its use.

 

Automated follow-up e-mails. Follow up contacts are important for maintaining a lead’s awareness of your company and the sales rep with which they’ve spoken; you never know when a lead that is unlikely to buy now will change their mind. However, the effort takes time that could be spent pursuing different leads instead. With the ability to set up a drip campaign ostensibly coming ‘from’ the sales rep, marketing can make sure the effectiveness of follow-up contact is maintained while freeing up the rep to speak with different leads.

 

Quick access to past communications. Any good marketing automation software (Pardot, for example) can integrate with your CRM. Once the rep uses software that connects the two (often Outlook), their e-mail history will be loaded into the automated software, making access a swift and painless matter.

 

Reduced headcount for your company. Marketing automation allows each rep to handle many more potential customers than they would without those tools. No matter how many leads your company is capable of generating, it requires fewer sales reps to deal with that number than would be the case without marketing automation tools at your disposal.

 

Tracks top performers with statistics that can help everyone. If you have a decently-sized sales force, some reps will struggle and some will shine. Rather than let the struggling reps muddle along, or worse, firing them when they might have potential, you can find the differences between how top reps and struggling reps approach their jobs. Which leads do top reps pursue? What lead scores most commonly lead to sales? Automated marketing systems can collate this data and make sure all your reps know how to get the most out of their work hours.

 

Allows for timely contact. Automated systems tell you more than where or how often leads visit your site; they tell you when the leads are there. The lead deck points out to your sales rep that a lead is on your site, meaning that’s a good time to send an e-mail or make a phone call. Catch leads when they’re already thinking about your products, rather than risk doing so at a time when you’ll be easier to ignore.

 

Reduces or prevents lead and deal leakage. One of the unfortunate positions sales reps find themselves in is the necessity of closing enough deals to make their sales targets for the month or quarter, which can often require them to focus on more on leads who are ready to buy now and abandon contact with leads who may need more time to come around. While this can help them reach their numbers in the short term, it creates perverse incentives for the reps at the expense of the company. After all, your business needs every potential customer, both the ones buying now and those considering it down the road, and it does you no good if the reps don’t have time to nurture those long-term contacts. Automated marketing takes enough of the grind out of a sales rep’s job to allow them more time to develop a sales pipe for the future as well as for today.

Used correctly, marketing automation helps sales and is an incredible tool for maximizing sales and revenue across every rep in your company. If you’d like to know more about what marketing automation can do for you, contact us for more information.

About Us

Gabriel Sales specializes in helping SMBs and Startups grow their 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 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.

 

 

 

 

 

 

 

 

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.

Why Outsourced Sales and Marketing Works

Why Outsourced Sales and Marketing Works

Outsourced Sales Integrated Campaign

How Outsourced Sales and Marketing Works to Keep You Focused on What Matters Most

 

Goethe shared the maxim “Things which matter most should never be at the mercy of things that matter least.”

Vince Lombardi was a champion because he lived by the creed that “Success demands a singleness of purpose.”

And the greatest lesson Garry Keller learned when building one of the largest real estate agencies in the world in a little over a decade is this: “Multitasking is a lie…You can do two things at once, but you can’t focus effectively on two things at once.” In his book “The One” he makes a compelling and succinct argument for focus:

“Success demands singleness of purpose. You need to be doing fewer things for more effect instead of doing more things with side effects. It is those who concentrate on but one thing at a time who advance in this world.” He goes on to state, “Passion for something leads to disproportionate time practicing or working at it. That time spent eventually translates to skill, and when skill improves, results improve. Better results generally lead to more enjoyment, and more passion and more time is invested. It can be a virtuous cycle all the way to extraordinary results.”

How does all this impact sales and demand generation for your business? It appears to be a daunting challenge. Especially when we all know that no “one thing” works in isolation to generate qualified sales opportunities because:

  • Cold Calling stopped working on its own because buyers simply pick up the phone less.
  • Email marketing is a great and cost effective way to generate early stage leads, but the leads then need to be nurtured, then prioritized to maximize your calling budget.
  • Email spam filters are making it harder to deliver messages without following best practices.
  • You need systems expertise and best practices to get the most from your CRM and marketing automation platforms.
  • LinkedIn is still valuable, but requires more focus because it is becoming cluttered and pushed as a marketing tool after it’s acquisition by Microsoft.
  • Other social media platforms like Facebook and Instagram work until they don’t, and are slowly embracing PPC business models to compete with Google, which is driving up costs of acquisition.
  • For all these marketing channels you need a consistent flow of quality and substantive video and digital content to educate buyers, improve your visibility on search engines and to generate leads.
  • Finally, success requires that you don’t get distracted by what you could do. With the proliferation of social media adoption and content marketing, there are quite simply too many choices; we are all flooded with the latest “magic bullet” daily. These distractions can have us chasing our tails, thinking about what we could do vs. what we should do.

There are no new magic bullets. Generating sales opportunities still requires sharing your truth authentically with substantive content using multiple methods. You then need to have conversations with buyers that are interested in speaking with you.  And these fundamental tactics work best if they are done simultaneously. Success requires hard work, done consistently for an extended period of time.

As John Wooden, former UCLA basketball coach and owner of the most consecutive championships of any coach all time, puts it: “If you keep too busy learning the tricks of the trade, you may never learn the trade…I discovered early on that the player who learned the fundamentals of basketball is going to have a much better chance of succeeding and rising through the levels of competition than the player who has talent but doesn’t focus on developing fundamentals daily and was content to do things his own way.”

Picture12The challenge that many stretched executives face when they push through growth stages is, there are an infinite amount of things they “could” do to have a positive impact on their business.  And often the things they “could” do are more comfortable, sit in their core skill sets, more innovative and often more fun. As a result, the mundane (and frankly boring) fundamental tasks required on a regular basis for successful demand generation and growth start to slip through the cracks. At first, it happens occasionally. Long term some of these fundamental tasks are often neglected completely.

With all these moving parts, fundamental tasks and distractions, it’s no surprise executives and senior sales professionals trying to grow sales demand struggle. Lack of consistent focus on “should do” tasks creates inconsistent results, especially when the tasks are assigned to existing employees without the passion, experience or expertise.

Executives and employees often have the best intentions, but sales and marketing success requires a commitment a set of fundamental  demand generation tasks on a daily, weekly and monthly basis. For resources that are already stretched, these “should do” tasks quickly become interruptions and are reprioritized and turned into “could do” tasks.  And “could do” tasks are ignored for more primary responsibilities. Ultimately, demand generation is like athletic training – if you don’t put in the time, you don’t reap the benefits.

Because of distractions, inconsistent commitment to fundamental daily, weekly and monthly tasks, and a lack of focus, we see businesses across the country with great sales and marketing strategies, great stories to tell and great products, struggle to take sales to the next level.

When you work with an outsourced sales and marketing company, you can be confident and expect that your team will be passionately focused on one thing – putting qualified sales leads in your sales team’s funnel.

You can also expect that your outsourced sales and marketing team will focus on the following fundamental tasks on a daily, weekly and monthly basis.

Your Content Marketing Team – Will help you turn your thought leadership into substantive content in multiple formats including; Articles, Checklists, Videos and Webcasts that:

  • Can be used for email marketing and lead nurturing in your automation systems
  • Can be leveraged for SEO and PPC
  • Can be leveraged by business development reps and sales reps to use as part of their sales processes
  • Can be shared on social media

And that content will be created in the right formats and distributed consistently at the right cadence to meet your specific competitive needs.

Your Email Marketing Lead Generation Team – Will source the best lists from vetted vendors to produce targets and leads to feed the top of your sales funnel with leads that can buy or influence the purchase of your product.

Your Inbound Marketing Team – Will focus on your PPC, SEO and Social Media results.

  • Your PPC resource will track your results weekly, and analyze your results monthly, to optimize campaigns incrementally when possible to ensure you maximize your budget.
  • They will create quality content that Google and your buyers appreciate and consistently optimize it for specific keywords to help you climb in natural search when possible.
  • They will consistently distribute your content in social media channels for additional exposure.

Your Marketing Database Admin and System Technologist – Will keep your system optimized to produce sales results and make sure your automation and CRM systems are running smoothly, ensuring your automation tools are scoring and prioritizing effectively for your callers.

Business Development Reps –  Your first touch callers:

  • They will call prioritized leads with call volume targets on a daily basis
  • They will start to build helpful relationships with potential buyers
  • They will conduct pre-qualification calls for need and potential interest
  • They will ask for an appointment with a senior rep when it makes sense

Sales Reps/Managers – Will move and steward deals through the funnel on a daily basis.

  • They will stay on top of the hottest leads
  • They will qualify for needs, budget process and decision making process
  • The will schedule appointment with sales engineers and your team’s senior resources
  • They will manage deals through the sales process to closing

Account Managers – Keep the entire team aligned and “Account”able for hitting targets and milestones.

  • They will ensure calling and conversion targets are intelligently set and met
  • They will ensure callers are focused on prioritizing calls correctly
  • The will keep the marketing team on track and on time producing the right content and filling the pipe with new leads at the right cadence
  • They will manage the feedback loops with your executive team so the right insights are shared and the right pivots are recommended

As John Wooden put it: 

 “The star of the team is the team and it takes ten hands to score a basket. Time lost is time lost. It’s gone forever. Some people tell themselves that they will work twice as hard tomorrow to make up for what they did not do today. If they work twice as hard tomorrow, then they should have also worked twice as hard today. That would have been their best.”

An outsourced sales and marketing team will allow your team to focus on what they do best. Because an outsourced sales and marketing team will consistently focus on the fundamental daily, weekly and monthly tasks required for your demand generations success.

About Gabriel Sales

Gabriel Sales specializes in helping SMBs and Start Ups launch modern sales and marketing operations and build successful and custom best practice strategies to consistently generate sales qualified leads. To learn more about our outsourced sales and marketing services, we invite you to visit our outsource sales and marketing services page.

 

 

 

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.

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)

Why Outsource Your Sales and Marketing?

Because the rules of sales engagement have changed for good.

Time is money. Your buyer now expects you to make your content relevant and available so that they can educate themselves, digitally. They expect you to service them early in their buying process, not just put them in front of hard charging closers. You need marketing and sales talent with experience and expertise to integrate content and sales professionals seamlessly.

You can build out a $600K/year sales and marketing organization internally that may take 18 months or longer to come up and running, or you can foster a sales alliance partnership which can help you not only help you a campaign up-and-running in as little as 5 days. We believe a proven team that has all the skill sets and a proven track can help your team become successful faster.
We believe the buyer’s journey is as important as your sales process. This means you need senior strategists that understand both to streamline your process.

We know that creating content to keep up with the demands of your buyers is often hard to get off the ground. Experienced creative talent that specializes in the needs of fueling automation engines is difficult to find. We add specialized talent to your existing team immediately.

Today’s marketing departments are increasingly technology-powered. We have experienced this ourselves and are experts in these various analytics programs, marketing automation and salesforce automation platforms. This allows us to work with what you have in place, or we can help you build best practices from scratch.

Simply throwing bodies at the problem and generating more leads won’t solve the problem. We have well trained reps that understand how to use the automation tools to identify the hottest opportunities and buyer education reps that understand the nuances and desires of the new buyers.

We know that the right team with the right skills will provide you with better data and robust quantitative & qualitative analysis. This is an essential step that’s required to quickly make this challenging market shift and automate as much of your sales and marketing process as possible without losing sales… or your shirt!