Will your next revenue plan clearly show how marketing and sales will work together to implement the company strategy? Will it convincingly and mathematically model how the two organizations will apply tactics that advance enough buyers through the pipeline/funnel to achieve the revenue objectives? If your budget is cut by 20% before approval, can you quickly show the impact of that cut on demand generation and revenue generation?
If you answered “no” to any of these questions I urge you register for my October 3 workshop at DemandCon in Boston. Fittingly enough, the workshop is entitled, “Creating a Funnel-Driven Marketing Plan Your CEO will Love.” This is a certified workshop for sales and marketing professionals that reveals advanced techniques and best practices for increasing revenue volume and velocity by using integrated and aligned funnel planning. It’s not just a planning process, it’s a an amazingly effective way to align sales and marketing for utmost effectiveness.
Is revenue flat or heading south? Time to invigorate the sales force with the latest sales techniques, right? New head of sales takes the reins with the job of transforming the revenue engine. Time to bring in the sales trainers, right?
Maybe yes. Maybe no. Upon closer examination your revenue problem may not be due to a lack of sales skills.
The pros at MathMarketing (for whom I am a certified Funnel Coach in North America) can point to case study after case study of clients who approached them for sales training (they also provide Miller-Heiman training in Australia) only to see that what they really needed was something very different.
Try asking yourself three questions.
- “Is our revenue problem the result of Sales not being able to close opportunities effectively and efficiently?” If the answer is yes odds are good that sales training is the ticket. But, try asking two more questions.
- “Is the root cause of the revenue problem related to either lead quality or lead quantity?” If a brutally objective evaluation of your revenue engine revealed that lead quantity and quality are not adequate, what you should consider is Marketing training, not Sales training. I’m not talking about the 45-minute-free-webinar-on-email-marketing type of training either. For an example of black belt marketing training visit Funnel Academy. Now for the third question.
- “Is there a lack of efficient and effective progression of names, prospects and opportunities through the sales funnel?” Two good indicators of this issue are an elongated sales cycle and a growing number of prospects who drop out of the funnel.
Don’t be surprised if upon closer evaluation you decide that #3 is the root cause of your problem. Many companies come to this conclusion. What’s usually behind this performance-killer is a lack of a clear, measurable action plan that tightly aligns the tactics of Sales and Marketing throughout the funnel.
MathMarketing has a rapid methodology for guiding companies to close the gap between strategy and revenue results. It has worked wonders for companies large and small on four continents. We call it Funnel Camp. It aligns Sales and Marketing in a way that dramatically improves revenue generation efficiency and effectiveness.
Sales training will move the needle for your organization if the root cause of your revenue generation headache is a deficiency in Sales skills. Look deeply into the cause before deciding to go down the Sales training path.