Pipeline Management
To optimise the sales process – in other words to get more sales out of the bottom of the funnel – the pipeline process must be measured and managed.This means that activities from initial prospect contact to closed sale need to be monitored. The objective is to avoid the leakage that results in poor sales performance.
During the lead generation and appointment setting activities, Global Marketing Technologies contacts the prospect on multiple occasions, establishing initial contact, inviting to events, sending out follow up emails and collateral pieces, confirming appointments, setting expectations and tracking future contact points.
The appointment is a potential high point of leakage. There are many reasons why an appointment might either not occur or not be followed up. Appointment setting requires meticulous and persistent follow-up and can involve many calls. When a salesperson cannot make an appointment, that opportunity can be lost.
During the prospecting activity, the contact often gives a timeframe for future contact. If there is no follow-up the opportunity can be lost to competitors.
Global Marketing Technologies can monitor follow-up on both appointments and future events to make sure that every opportunity is pursued into the bottom end of the funnel where it is sure to receive attention.
The benefits include:
- Increased revenue through reduced ‘leakage’.
- More sales management focus on the closing activities without worrying about opportunities being lost higher up the funnel.