A Digital Sales Force℠: Build It and They Will ComeBy Burkey Belser
April 7, 2015
Professional services firm CMOs, CBDOs, CSOs and their teams are under increasing pressure to deliver measurable, impactful results. Scan the headlines and you’ll see abundant evidence of the trend we know you are feeling in your own firm.
“The expectation of CMOs has moved from providing great marketing to demonstrably accelerating profitable growth.”
—Egon Zehnder, CMO Redefined
“Fifty-three percent of CMOs surveyed felt an increased pressure to enable revenue growth.”
—Deloitte/Salesforce, Digital Divide CMO Survey
In this evolving era of marketing and sales, the new marketing royalty is called ROI (C’mon, folks, dust up your French!). Old media or new, your boss wants help delivering an uptick in leads and new business.
Meet the new boss, same as the old boss.
Digital outreach has emerged as the top channel to deliver against today’s leadership expectations. The old marketing mechanical toolbox has ceded its prime position to something new and much more measurable. Success ahead lies in combining traditional marketing approaches with deeper digital savvy and distribution. The goal is still the same—(1) leads (2) that turn into sales (3) that contribute to growth.
We know you know this in theory. But have you got it figured out in practice?
The Great Recession accelerated a shift already in motion away from marketing, toward new business development. We fully embrace the biz dev mindset but reject the assumption that marketing can be jettisoned solely in favor of boots on the ground. Success in sales demands success in marketing. Recognizing the unquestioned power of the Internet has led us to create a new framework for marketing and sales to replace the classic Sales Funnel. We call it the Digital Sales Force℠.
Like all marketing—from the narrow end of the classic Sales Funnel to the new construct of our Digital Sales Force℠—lead creation, nurturing and conversion remain primary goals. A Digital Sales Force℠, managed and executed well, allows marketers to go directly to prospects and create interest and leads without hands-on effort from your busy or otherwise ineffective professionals. It is also an activity that can be tracked. The Holy Grail, right?
Our Digital Sales Force℠ has three component parts: get clear, get found and get chosen. These parts lead to the fourth: get results. Like all great marketing, the parts are inextricably linked. If your firm lags or fails at one part, leads are harder and more expensive to generate or close.
Stay tuned. Watch out for tomorrow’s post that explains step one of the Digital Sales Force℠.