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Mike Lieberman, CEO and Chief Revenue ScientistWed, Jan 31, 2018 5 min read

How to Achieve Efficiency in Sales and Marketing Processes

{}Is your sales team working as efficiently as possible? How about marketing? Are your sales and marketing processes helping or hurting your bottom line?

No matter what industry you work in, it is crucial to have systems in place that allow your employees to work smarter. They need the tools and technology to get the most out of every lead and prospect while committing to a process they feel confident in.

If you’re looking to make your sales or marketing department more efficient, here are some ways to get started.

Automation, Automation, Automation

If you are still managing your sales and marketing processes manually, you’re falling behind. There are endless tools on the market to help you automate.

This can involve:

  • Sending marketing workflows to nurture inbound leads
  • Sending sales email sequences to reach out to MQLs, existing customers, and stalled prospects
  • Instantly setting meetings and demos with the sales team through your website or automated email
  • Adding chatbots on your site and social media to answer questions, gather information, and qualify leads
  • Automating customer service surveys, feedback requests, and referral programs

Using all or some of these methods, you can connect with leads and prospects more efficiently. If you take too long to respond or are hard to reach, you can bet your competitors will step up to take your place. Buyers are busy. They don’t want to wait days for an email response or a returned phone call.

Use Every Piece of Data

In today’s data-driven world, there’s no reason to go into a meeting blind. Using your CRM, Google analytics, social media, or other website tracking software, it’s simple to gather huge amounts of information on your prospects—before you even speak to them.

Review what content they’ve viewed or downloaded from your site. Build trust by offering them details on things you already know they’re interested in. Whether you’re talking to a new lead or an existing customer, there is so much data you can gather to show them how much you’re paying attention.

By diving into the data, you can make a plan for what content and information you should have on hand, what to include in your presentation, or what features might warrant a more in-depth demonstration. Using all the customer data you have at your disposal will make your sales and marketing processes more efficient, your reps and marketers more confident, and your buying cycle shorter.

Invest in Sales Enablement

Sales enablement does exactly what it says. It enables your sales team to be the best it can be. This means streamlining processes, aligning the sales and marketing departments, and coaching the sales team to be efficient and successful, among other functions.

Sales enablement strategies use tools, technology, and evolved processes to improve sales productivity and make sure sales teams can thrive in their current markets. Automation and data-driven strategies, as mentioned above, are both improvements a sales enablement leader might suggest implementing.

Combining straightforward technology improvements with consistent coaching and formal marketing and sales processes raises the efficiency of not only the sales and marketing departments, but your entire business.

Track, Analyze, and Optimize

Measuring your sales and marketing process is the only way you’ll know for sure if they’re working or not. To have the most efficient sales and marketing processes, they need to be continuously tracked, analyzed, and optimized.

Many companies fall into old habits when leads slow down or when reps become too busy. To combat this, sales and marketing leaders need to reinforce their processes often and analyze what steps are working and which are causing bottlenecks.

If your goal is to have a well-oiled marketing and sales machine, it takes time, effort, and consistent analysis to get the necessary buy-in from the team and the fast adoption you need for success.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.