One of the biggest reasons why companies have problems to get their sales forces achieving their business goal is because they are lacking a clear sales strategy that works like a manual for the sales team. I can see how the need for a clear map is increasing drastically when Internet is developing and slap old strategies off the road. I believe business leaders need to take this serious now and I think a manual is a great way to educate and set up your staff for victories.
Avoid confusion with a manual
This manual should show every employee how your company is breathing sales both online and offline and what kind of activities (KPI) you are expecting from your sales people on daily basis. This manual is a living substance because you are developing and evaluating marketing and sales efforts every day, this is how the best gets better. It could sound like a quite comprehensive work building it, but it’s worth it, remember confusion is like cancer for you business. This infographic is a basic brief how I believe companies should integrate online marketing with a traditional B2B sales process.
It’s your turn
What do you think is the biggest challenge when companies are integrating online marketing with existing business process?
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I would say that many companies are very traditional in their sales process approach, and that many metrics/KPIs should be revised before reusing them in other areas. Focus is usually on management control instead of driving (or measuring) the customers buying process. Actually, one idea is to reinvent you "social business" and then go aafter your traditional pipeline. It's so easy to bring bad habits into new areas.
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