Strengthening the Marketing and Sales Process

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Written By: Kathleen Riessen

A few years ago I decided I wanted to give back to the local community so I called a well-known non-profit that had been asking for my help for years and offered my services. From serving on the board to performing tasks, I was up for anything. I waited and waited for a call back. No one called. Fast forward to a few months ago. I decided to give this non-profit another chance. I called and left them a message. Crickets. No one called me back. This time I was mad. Why would you send me all of these requests for help and then not return my calls?

In this example, the non-profits had great marketing. They established a need and a desire in me to help them, but when I took action, they failed miserably.

While it’s easy to understand that non-profits are stretched thin, generally have budget shortfalls and are understaffed, we can all think of examples in the government and for-profit industries where their marketing has worked, but their sales process or the hand-off from marketing to sales has failed.

How do we strengthen this hand-off between sales and marketing?

  1. Make sure the process is clearly documented. In the case of our non-profit, something as simple as answering the phone would have solved the problem.
  1. Identify the points that cause prospects to become uncomfortable or frustrated. Maybe the response time to get back to them is too long or there isn’t enough information on your website.
  1. Assign metrics to understand how the process is working. For example, how long should it take to respond to a phone call? If the answer is 24 hours, then create a log for all incoming calls and record the time and date in which you responded.

These simple steps will increase your marketing ROI and turn prospects into happy customers.



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