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7 Common Misconceptions That Could Be Costing You Sales
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Marketing and sales are separate departments with different processes and goals. While this may be the actual state of affairs in your office, it shouldn’t be your ideal scenario. Marketing and sales aren’t so much totally separate machines that fulfill mutually exclusive functions as they are different cogs with complementary functions in the same machine with one singular goal: generating revenue. Pardot helps you coordinate your marketing team’s activities with sales goals, thereby bridging the gap between two traditionally at-odds departments.
Lead generation should be the marketing team’s top priority. Having a heap of leads is great, but the quality of these leads is what really matters. Marketing activities should be focused on passing on qualified leads and helping sales close deals. Compiling references and testimonials is one great way to do the latter, while Pardot’s scoring and grading tools help marketers pass on only the most qualified leads to the sales team.
Shortening sales cycles should be the #1 goal for the sales team. A shorter sales cycle means more sales, right? Short sales cycles are great, but they don’t necessarily maximize profits. What you really want is to get the most profitable and sustainable sales cycle possible. That means nurturing quality leads with Pardot’s customized drip programs.
Customer acquisition is the key to maximizing profits. Acquiring lots of new customers definitely contributes to growth, but the most solid and sustainable profits come from repeat business and referrals. Signing scads of new customers is meaningless if they decide they don’t like you and leave after a month. Targeted email blasts tied to specific campaigns and sent to certain segments enable you to easily automate and keep track of all of your communications with existing customers about their satisfaction and emerging needs. Then you can respond swiftly and appropriately with new features, suggested upgrades, and so on.
Never pass up any lead, no matter how remotely qualified they might be. Qualifying leads through scoring and grading is a great way to help your sales team stay focused on the ones that matter. Sales reps shouldn’t be wasting their time wading through stacks of unqualified leads. Help boost their efficiency with Pardot’s lead scoring and grading features.
Salespeople need scripts and instruction manuals to stay on message. Sales types are driven by incentives, not directives. Pardot integrates with major CRMs such as salesforce.com so that sales reps can do their thing while giving marketing an inside look at prospect communications, allowing the marketing team to better craft email campaigns.
Pipelines don’t matter as long as the goal of the sale is reached. Making sure your team manages opportunities in a systematic way (using workflows, milestones, pipelines, and alerts) is key to keeping the sales process on track. Pardot’s real-time sales alerts are one example of how to systematize the sales cycle. You can also set up custom drip programs or email campaigns that are tailored to different parts of the buying cycle.