9 out of 10 companies lack a clear understanding of what a sales lead really is. This is a major barrier to creating a viable marketing strategy definition. Here are five steps you can take that will help you to promote and common understanding, thereby allowing you to create a solid marketing strategy definition.
1. Find a team leader.
Identify someone well respected by both sales and marketing and who has experience with creating a marketing strategy definition. This will help ensure everyone is on the same team. And who has the power of their convictions to establish a policy and make it stick across multiple teams.
2. Ask relevant questions to your Sales team.
"To be certain that you will follow up on a lead we give you, act on it and provide feedback, what do you need to know?" Be quiet and listen. Ask questions to clarify. Keep digging. This is your chance to sell so do what you've told to your sales reps thousands of times don't talk listen!
3. Keep refining it.
You're not finished until everyone agrees on a common understanding of what a lead is and the marketing strategy definition. Keep discussing until everyone is on the same page, satisfied that they've been heard, and that you are as close as possible to universal agreement.
4. Publish it.
We like to say nothing is official until it is documented. Write down the marketing strategy definition and post it where everyone can see it.
5. Test, test, test.
The Universal Lead Definition everyone just agreed on may or may not work. Follow some actual leads through the process and dig to make sure it was followed up on properly. More importantly, make sure that the necessary information was provided to ensure an effective follow-up was even possible.
A common marketing strategy definition is a prerequisite to embarking on the marketing automation journey.