Marketing and sales have always coexisted as fundamental areas in a company.
These two areas, despite being indispensable, have workflows that differ from each other. On the one hand, the objectives of Marketing are focused on encouraging brand recognition, promoting an assertive communication of the product, service, and company, making its benefits known, and attracting as many potential customers as possible to the business. On the other hand, the main objective of sales is to convert that audience of potential customers into real customers, reinforcing the values and benefits that the company has for them.
It is usually for this reason that corporate goals in these two areas are set differently and how are measured.
In the case of marketing, its duration tends to be recurring. Marketing goals tend to be long-term strategies that have detailed planning and take months to execute.
On the contrary, sales goals are made for much shorter periods. Usually, their goals are set for 1 to 3 months and are based on commissions and sales volumes for the people who make up the team.
Despite having different specific objectives, these areas have a common overall objective: to generate more revenue for the company.
When a marketing plan is built, it includes aspects such as benefits, products, places, targets, and promotions, among others. These plans usually have a much more global scope and are designed to capture as many potential customers as possible.
While, when building the sales plan, the details included tend to vary. Some of these may include price, promotions, sales, and customer buying behaviors, among others. This sales plan is usually directed to a much more select group of people. They are already potential customers with an interest in buying.
When we create a marketing strategy and sales action plan, these two must align with the company's business model. The construction of a business plan for all our products and services is fundamental for any plan to be executed. This business plan is defined by Russell Brunson as the "Value Ladder". In his book Dotcom secrets he states that the value ladder "helps to give you a vision of how you plan on serving your dream customers and where you want to take them". When we structure our business in this way, we will be able to visualize the most important objectives of our business and build a marketing and sales department under the same standards.
When these strategies are structured separately and organized workflows are not created, it is common to make mistakes that affect their execution.
A sales department not aligned with a marketing department will result in non-optimal KPIs that will cloud the campaign's overall results, revealing internal errors within the company, which will affect its ROI.
To achieve unified strategies with centralized objectives and optimal processes, it is important to build sales funnel to structure our company's business model and build action plans that promote increased business revenue from them.
The sales funnel will allow us to visualize the company's processes and achieve a solid workflow structure in each channel of the company, optimizing its productivity. In addition, it will promote the optimization of strategies in each of the areas based on the data collected and helps the construction or rethinking of our buyer persona. These sales funnels are essential to obtain performance marketing that increases the company's revenue.
To construct the sales funnel, it is essential to deeply evaluate the company's most important areas. By collecting this information and analyzing its data, we will be able to build a value ladder and a sales funnel that will increase the company's revenue.
To get optimized marketing results, marketing teams must work in cooperation with all key areas of the company and develop strategies and solutions that eliminate the friction between each stage of the company that our clients go through.
Our 4 phases are designed to bring out the full potential of your business!
1. Creation: Create an attractive brand that captivates your audience.
2. Consolidation: Build the first funnel with positive ROI for your company.
3. Expansion: Build multiple sales funnels with positive returns
4. Automation: Reduce costs through marketing automation.
We are constantly working to help your company achieve the results you expect!
Contact us now at info@croptimum.agency