Sell marketing automation to your customer acquisition teams. Increase customer engagement and engagement leads, grow your pipeline, accelerate leads, generate less expensive sales, generate more lifetime customer value…

The recommendations from experience sales management come from surveys, from the company’s own data, from traditional training, and from actual cases.

Sales experiences highlight the types of sales tactics which create an ideal customer acquisition funnel. Sales experience analysis can start by simply collecting and grouping up sales experiences and research related to the process of customer acquisition.

The information can include:

What is the value of a sale?

Is there a logical reason why I would recommend the tradeoff of investment in sales and marketing to my sales team?

Did the associate deliver on (the benefits of) the opportunity?

Was I satisfied with the customer experience?

What were my company’s tradeoffs?

Outline how the sales processes impacted customer engagement and leads.

For example, did I sell a low-value dollar product that fell short of expectations, or did I sell a higher value product, whose natural path of customer engagement was through the conversion efforts of the sales team?

The results of the process can be used as a useful tool to determine how sales in sales teams can change to best benefit your marketing organization. For the most part, success and failure results come from these three general actions taken by the company.

1) The first action is to maximize sales productivity.

Whether internally or externally, most companies focus on the sales process – positioning their products and their services with the prospective customer – and then strive to close deals, regardless of price or commitment, as quickly as possible. This methodology has the luxury of using a subjective metric, namely the revenue generated from the sales that are the assets of the company.

Results can be measured to such an extent that the major cause of a company’s failure is getting those sales from the first deal closed. The solution is twofold:

Leverage your sales processes with optimization measures to efficiently and effectively use the stage-by-stage, sales “education and conversion” to drive high value revenue in the best possible way. Emphasize that, while deal orientation and execution are fundamental processes that need to be executed precisely, all other aspects of your sales processes are reflective of your company’s strategy and goals. Companies that report on their deals with specificity demonstrate, upon close, the value of the strategy that was executed in the specific end customer stage of the process. Promote an ROI calculation that is going to provide you with the information you need to change the performance of your sales team.

Note: Getting a revenue-generated number at the start of the deal transforms sales psychology and influences how you approach customer acquisition, even before the customer engagement process begins.

2) Maximize customer engagement and lead generation.

Just as the value of a sale is derived from the process of engaging the customer – how well you do that is what differentiates the deal from the pack.

An abstract of sales experience is easier to understand than that of what happens at the end of a sales deal. This abstractes sales processes such that this summary outlines the “big picture” “qualitative trends” and “business goals” in each transaction and how each makes up the “entire landscape” of a customer engagement process.

Examples of the Big Picture are the immediate end result of a deal: it’s revenue that is made and the customer experience is preserved. The number is simply the cost of a lead, and the quality of the lead is usually reflected in the percentage of “quality leads” generated. For example, high quality leads normally represent higher average revenue per lead and lead driven deals.

Examples of the Business Goals are:

The economic rationale for your customer acquisition strategy

The ultimate value of that customer acquisition strategy

The fulfillment of both needs

Outline how your marketing team can improve sales and marketing outcomes with these three actions.