Onboarding
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
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Conduct internal sales team survey to determine “customer usage of the internet during selling process”
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Develop revised corporate Value Proposition Messaging Brief mapped to the buyer’s journey
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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
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Awareness: “What if you could…” Corporate Video
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Consideration: “Executive Perspectives from the President” Digital Asset
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Preference: Solution/Sales Sheets
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Intent to Buy: Case Studies, 3rd party validation/testimonials
Step 3 Field Sales Coaching and Insights Workshop
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Agenda: Marketing and Sales interlock strategy and tactics, hands-on training for using new messaging and assets
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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
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Value-Added Session: How to use LinkedIn to create a more personalized sales experience
Step 4 Long-term Impact of Sales Acceleration System
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Re-evaluation of digital content: Website reborn as educational buyer’s journey and sales tool
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Increase in visibility of company on the Internet: Search Engine Optimization, improved digital metrics
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Targeting of prospects and competitive differentiation: Competitor key word analysis
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Shift in customer experience: Consistent messaging/experience across all platforms (desktop, mobile)