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.

 

 

 

5 Reasons for Outsourced Sales and Marketing

5 Reasons for Outsourced Sales and Marketing

Outsourcing your company’s sales and marketing efforts is now a more mature and viable decision for many businesses in many industries. An outsourced sales and marketing solution  addresses the early part of your pipeline development. And for technology and professional services firms this is now more than a trend.  Outsourced sales and marketing is now mainstream.  Many business now understand when they outsource sales and marketing to generate qualified sales opportunities, their sales team will have a consistent flow of business, so they can focus their energy on closing deals and scaling account revenue. Here are some reasons for outsourced sales and marketing:

 

Outsourced Sales and Marketing Gets You to Market Faster

When you outsource your lead generation and development efforts, your outsourced sales and marketing company has all the best practices and resources available to get your team, your solution, and your sales story to market quickly.You save time because your team is hired and trained faster, which means your pipeline is growing.

Immediate Sales and Marketing Infrastructure

One of the keys to success in selling to the new digital buyer is technology to support revenue generation. This requires both experience and expertise – but it’s often overlooked by the decision makers. An outsourced sales and marketing solution provider will have both the experience and expertise of multiple implementations. More importantly, they will have professionals that run and manage these sales and marketing tools everyday. This means you will spend less time and money experimenting, and your team can focus on scaling your business and growing accounts.

Diverse Sales and Marketing Expertise

Companies who manage outsourced sales and marketing  team will be able to supply a blended team of sales and marketing experts. They will also have experience selling multiple solutions with multiple sales cycles and sales processes, giving you access to a diverse experience set, that will allow you to innovate faster.

Sales Reps with Experience

When hiring and outsourced sales and marketing team, they will know who to hire, how to motivate, and how to train your team to use the tools and effective selling techniques. This results in a better return on investment and a reduced sales cycle as your closers are focused on buyers most likely to buy.

An Alternative Sales Growth Strategy

Like any outsourcing solution, when you outsource sales, it can be a great option to erase the need for additional office space, capital, and management layer. It will also remove the soft costs of hiring and recruiting an in-house sales team. You can focus your internal sales budget on closers and your outsource sales partner will take care of the rest.

About Gabriel Sales Outsourced Sales and Marketing

Gabriel Sales provides sales consulting & outsource sales and marketing services to companies to help them build modern sales and marketing operation that continues to produce results. To learn a little more about our approach, how we can help, reasons for outsourced sales and marketing and how we help you build a sales and marketing revenue engine from start to finish, please visit our new approach to outsource sales page.

 

 

Content tips for outsourced sales and marketing

Content tips for outsourced sales and marketing

Content marketing is now a critical component for successfully outsourced sales and marketing.  Supporting your outsourced sales and marketing team with content allows you to effectively:

  • Demonstrate the character of your company
  • Communicate the business problems your company solves for your potential buyers
  • Build trust with your buyers digitally

Quality content also helps you to increase visibility in search engines, can be used for email marketing campaigns and in social media. Not only will buyers find you with greater ease but when they do engage with your outsource sales reps and conduct a search of your company (typically when on the phone with your outsource sales rep) they will discover some of your content and advice lending greater credibility to your outsourced sales and marketing sales phone and digital conversations.  Here is a quick list of how to approach content when working with an outsourced sales and marketing company.

Plan for the type of content your outsourced sales and marketing team needs

Create content for every stage of your sales process and buyer’s journey.  Below is a framework we leverage to help our outsource sales and marketing clients.

Early stage content should be educational

Content should be created with the goal of engaging and educating your potential buyers.  Don’t simply push features and benefits of your product.  Technical specs and businesses cases are important later in the sales process.  But early in process its important to make sure that your content has the goal of educating the customer about issues or concerns they have, and/or problems they may need to solve to improve their business.

Use all types of content

Not all buyers engage with all formats of content.   Some buyers will want to read blogs, some checklists and some whitepapers.  Live webinars are a fantastic source of deep and rich educational material but many busy business executives may prefer a recorded video they can watch in the evening.  And finally don’t forget short education videos.

Use all types of video

Videos can be created in short and impactful bursts.  As an outsource sales and marketing company we can run half day to full day workshop and typically create 7 to 12 impactful videos that can be used over and over again in an outsource sales process.  Types of video we recommend are

  • Short video demos – screen casts of your solution or product being used.
  • Headshot videos – of your thought leaders sharing information
  • Short intro pitch video – take your initial PowerPoint presentation and compress into short animated video

 

Gabriel Sales helps company build modern sales and marketing operations to help you more effectively outsource sales.  To learn more about how we build our sales engines and use content to build trust with your potential buyers feel free to check out our new approach to outsource sales and marketing engagement.

What to Ask an Outsourced Sales and Marketing Company

What to Ask an Outsourced Sales and Marketing Company

Asking an outsourced sales and marketing company the right questions could benefit YOU

As a startup company or small business ready to grow, you have spent a year or more developing a product or solution to solve a problem for buyers. After estimating how much time it would take for you to recruit, hire, train, and manage a small sales team, you’ve decided to use an outsourced sales and marketing company, which means you are looking to work with an organization that will help you both strategically and tactically.

Initially you’d like to work with a company like this to determine what specific target markets you should go after, and help you tell a compelling sales story.  Here are some questions we recommend that you ask when you are working with an outsourced sales and marketing company to decide if they are the right fit to take your product into the market for you:

Gather general background on the company

You should ask how long has your company been operating and you should also find out how long they have been providing sales outsourcing services and outsourced marketing services.

If the company is offering cold calling reps and buyer development reps you should ask where they are located. Are they making sales calls from the company headquarters? Are they working remote or is the outsourcing company company partnering with another company for these services?

Ask for case studies

Most sales and marketing outsourcing companies will have references that you can speak with deeper into your sales process. But when you first engage in conversations with a particular company, you should ask to see certain companies that are selling similar solutions at a similar stage and to similar markets.

You should understand who will be responsible for building target lists.

If you are working with an outsourced sales and marketing company, it’s important to understand who will be responsible for building target lists.

If you will be cold calling, you should find out what databases they have access to. If they will be running email campaigns, you should make sure they have access to rented opt in lists so you do not run up against CAN-Spam compliance issues.

If the company will be using marketing tools you should understand what kind of access you get to those tools

Most outsourced sales and marketing companies will need to have a social media management tool, a CRM, and a marketing automation platform to execute email campaigns. You should understand if you will have access to these tools or if the company will simply be providing your reports.

 

Gabriel Sales provides sales consulting & outsource sales and marketing services to companies to help them build modern sales and marketing operation that reputably produce results. To learn a little more about our approach and how we can help you build a sales and marketing revenue engine from start to finish, please visit our outsourced sales and marketing services page.

Reasons Start Up Executives Should Consider Outsourced Sales and Marketing

Reasons Start Up Executives Should Consider Outsourced Sales and Marketing

Here are several reasons Start-Ups may want to consider outsourced sales and marketing:

You Don’t Have Time to Wait to Go-To-Market

As an entrepreneur launching a new business will require you to spread your time addressing multiple responsibilities including managing finances, human resources, account development, product development and sales and marketing.  Hiring an outsourced sales and marketing company will help you to immediately maximize your sales and marketing operations.  You will immediately have an executive peer that can make your vision for sales and marketing a reality.  And this sales and marketing executive will also help you to avoid the pitfalls that have encountered to help you succeed faster.  And you outsourced sales and marketing executive will already have a full team in place behind them to put soldiers on the ground quickly all armed with the tools and technology they need for immediate success.  Most start-ups simply don’t have the runway and bandwidth they need to gain revenue traction fast enough to please their investors.  An outsourced sales and marketing team can move from strategy to execution 4 times as faster than building on your own so you start selling faster.

Lack of Funds for Multiple Full-Time Hires

Finding the best individual marketers and sales people is hard and getting harder. And the reality is that the top talent in this business environment have their choice of where to work, and in many cases do not have the unique skill sets working in a start-up environment requires. To compound the complexities for start-ups, successful sales and marketing efforts now requires multiple skill sets to help the buyer the way they now buy.  Success now requires having a database marketer, a content marketer, a marketing automation expert,  someone to help with content production, a sales and marketing strategists,  business development reps and a closer.   Hiring even a handful of these professional full time would cost you a minimum of $250K annually and there would be no guarantee that they would work well together as a team. And odds are that you would not need most of these hires on a full-time basis.

An outsourced sales and marketing company can bring a blended team to your company overnight at a fraction of the cost.  You will immediately gain access to all the talent you need at a fraction of the cost.  And one of the things that we believe makes Gabriel Sales unique is that when we craft our outsourced sales and marketing solutions we remain open to transitioning some or all of this team over to your team as revenue grows and your sales maturity increases.

Lack of Core Sales and Marketing Domain Expertise

Most start-ups are founded and driven by incredibly competent and passionate professionals and leaders.  But our experience has been, even when being founded by core sale executives,  the founders of most companies have not been in the trenches of the daily grind of sales and marketing on daily basis for many years. So, especially with the advent of marketing automation, most Start Up companies simply can’t afford the learning curve of building a sales infrastructure and process that will produce day after day consistently. In addition, hiring a sales and marketing team, without having the recent experience of managing these employees (often part time) can be time-consuming. An outsourced sales and marketing company with a blended part-time and a full-time team will help you move faster with less of your executive’s team bandwidth. As a result, your executive team can spend their time on higher value activities.

Every entrepreneur should examine their own situation and decide whether or not it makes sense to outsource sales and marketing in some capacity. If you have the funds, time, and expertise, you should hire full-time employees. You should consider a consultant to help you grow your business if you are lacking in any of these key areas. Please contact us if you would like to talk and determine whether outsourced sales and marketing are right for your organization.