Since it’s coming up to the end of the year, it is time for companies to turn their attention to 2018. As growing your business takes time and preparation, planning for next year should be a priority. Here are a few things to consider when planning your moves for 2018:
Have you identified your target market? Have you evidenced and researched consumers who would buy your product and/or service? By defining your target audience, you can ensure that you are not wasting your resources targeting people who would never buy your product. Thus, by spending time segmenting your target market further you can engage effectively with those segments.
This year it is time to understand exactly how prospects go through the process to the buying stage. Does this align with your process and if not, how could you change your process to fix this? By adapting your process to be more efficient you can accelerate prospects through your process and ensure that you close more deals.
In 2018, it is vital that your sales and marketing teams are aligned, this will provide better communications and structure to your company resulting in more business closed. By outlining what is expected from the sales and marketing teams, defining what is a Marketing Qualified Lead and a Sales Qualified Lead it will ensure that resources aren’t wasted. Overall, it is having clear communication between both functions.
It is time to evaluate your lead generation tactics and how we are executing them. Review your performance metrics from over the past year and find out what works and what doesn’t. Review the marketing resources last year and were these effective, if not how could we adopt these to meet our lead targets. By doing so, you can decide whether you need to put more resource into inbound or outbound marketing, or outsource different activities.
New Year, New Update. Analyse your website to see if it depicts your companies messaging successfully. It is vital to keep your brand consistent, and this means that your website should replicate the brand message consumers receive. Additionally, is your website being used effectively for lead generation and does it possess lead capturing functions. Do you have a system that identifies leads and who visits your website?
A CRM system is a fantastic tool for a company, but does all your sales team know how to use this. If there are knowledge gaps, ensure those employees are trained again. Evaluate whether your CRM system has the capabilities to complete everything you want it too. Trial other systems to see which one works best for your sales team and their goals.
At the end of the year, it is a great time to find out what marketing collateral your company has ready to go. Is the marketing collateral branded correctly, with the right messages? It is essential that your sales team can access this information and know where to find these documents. Ask the sales team if the marketing collateral helps bring prospects through the sales process. Finally, map out all the content ideas you want to create in 2018, and ensure that you have the resources available.
Review your sales team performance over the last year, this will give you an indication of productivity. By doing so, you will be able to see if there is any tools or training needed to streamline and improve your processes. Thus, making your sales team more effective in how they complete tasks.
In December it is easy to see whether your company met the targets set for 2017 and if not, why this didn’t happen. By understanding what happened last year, you will be able to use this insight to growth your company in 2018.
Overall, in order to make 2018 a fantastic year for your company there needs to be time and resource put into the preparation. By understanding the activities that happened last year you can adopt these to be more efficient and to win more business.
Here at HMC, we know digital and have experience in business growth strategies. By trusting us to take care of the developing your business, you can spend more time actually selling.
Read some of our both blog pieces to help shape your sales strategy for 2018: