Putting Your Sales Leads in Order
By Christopher Skinner on May 16, 2012
These concepts inform everything from the way we do business to the technologies we build.
This refers to the online and traditional touchpoints a customer encounters - from media, through sales and distribution. Engaging potential clients or customers is like dating - it’s about timing and presentation.
Imagine you approached a stranger on the street and proposed marriage, what are your chances for success? How do your chances increase if you suggest coffee, then later a movie, and many dinners later, marriage? It’s the same with your customers - there’s a journey that occurs, and today that journey is as much online as off.
Consumers bounce back and forth between online and traditional media before eventually purchasing most often in a store, or through a call center. This creates a dual customer journey, one that cannot exist purely online, or purely offline.
We know that the eyeballs are online, but we also know that most sales or leads occur through physical channels - in a store or a call-center. We help you understand how these two worlds are connected, and how can you leverage that understanding to grow total sales.
This means understanding the tradeoffs between cost associated with mass reach, sales volume, and profitability.
It’s the fundamental economic concept that drives us. Generally speaking, the more you spend reaching out to a wider and wider audience, the higher your acquisition costs. At a certain point, that reach, and the sales that occur, are no longer profitable.
We help you seek out maximum profit volume, by finding the point at which maximum sales are achieved at the greatest efficiencies.
This aligns marketing activities to the goals and economic outcomes of your business.
It’s the game plan, or Performance Framework, that ties the day-to-day operations to the big picture. A balanced scorecard doesn’t just look at marketing - it deals with the entire Customer Journey, so you know how your media efforts affect your total sales, and how your sales process could be more efficient.
It gives you a macro view of your operations, helping you identify what should be done and what you can expect.
This is the goal, where total operations of the company embrace the Internet as a tool for learning and understanding their business, and as a medium for two-way communication with their customers.
For a quick checklist to see where you stand towards achieving eBusiness, see our checklist below: