Sales Acceleration Case Study
Mid-Sized Industrial Equipment Company

 

THE PROBLEM: C-Level Executives required 3rd party validation of customer base moving buying process to website and Inside Sales Team 

​

Step 1: Market Research, 3rd Party Data, Message Mapping to Guide Sales Story Conversation

• Conduct internal sales team survey to determine “customer usage of the internet during selling process”

• Develop revised corporate Value Proposition Messaging Brief mapped to the buyer’s journey

• Provide target persona Battle Card and Sales “Talk Track” tool

 

Step 2: Buyer’s Journey Content/Assets Developed for Each Stage of Customer Buying Process

• Awareness: “What if you could…” Corporate Video

• Consideration:  “Executive Perspectives from the President” Digital Asset

• Preference:  Solution/Sales Sheets

• Intent to Buy:  Case Studies, 3rd party validation/testimonials

 

Step 3 Field Sales Coaching and Insights Workshop

• Agenda:  Marketing and Sales interlock strategy and tactics, hands-on training for using new messaging and assets

• Attendance:  Workshop held at corporate office with people from across the organization, including executives (CEO/COO). Finance, Sales, Marketing, and Product Executives and Global Sales Team

• Value-Added Session:  How to use LinkedIn to create a more personalized sales experience

​

Step 4 Long-term Impact of Sales Acceleration System

• Re-evaluation of digital content:  Website reborn as educational buyer’s journey and sales tool

• Increase in visibility of company on the Internet:  Search Engine Optimization, improved digital metrics 

• Targeting of prospects and competitive differentiation: Competitor key word analysis

• Shift in customer experience:  Consistent messaging/experience across all platforms (desktop, mobile)