Today, enterprise sales teams have an ongoing need to identify new ways of increasing productivity and staying a step ahead of the competition. As management looks to streamline operations and use available resources more efficiently, the focus has turned to collaboration sales. This approach leverages limited resources, and aligns the long-term goals and success of the sales, marketing and service functions. Collaboration sales planning requires the formation of bonds and connections between what have traditionally been three separate and competing functions. This creates the free flow of ideas and innovations, which make the organization stronger, more competitive and profitable. Here are three tactics that will facilitate successful enterprise collaboration.
1. Definition of a Quality LeadThe author of Customer Centric Selling Michael Bosworth states that successful collaboration sales require marketing and sales to have the same working definition of a “lead.” The two groups must sit down and hammer out criteria for the quality of leads desired by the sales department. Conversely, the sales team must follow up with the leads.
2. Develop Strong Buyer PersonaTo receive the quality of leads they want, sales must create a buyer persona by extracting the following data from closed sales:
- What were the job titles of the people who made a decision to purchase your product/service?
- What problem did your product/service solve or what was the pain point that made the buyer a “quality” prospect?
- How did the client use the product/service to address the issue?
3. Develop Customer-Centric MilestonesThis approach is about evaluating the actions that potential clients go through in the buying process and identifying ways to assimilate this information into your campaign as benchmarks. These steps may include:
- Make potential clients aware that they have a need for the product/service.
- Buyer demonstrates a willingness to discuss pain point or problem with sales person.
- Solution discussion with prospect.
- Buyer visualizes your offering as a possible solution to achieve a goal or solve a problem.
- Access to key people in the organization--CFO, procurements, etc.