Organize your online sales process

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Measuring the effectiveness of a digital marketing campaign is relatively easy if you have the right tools. With them you can find out the number of visits to the website, how many downloads were made of the product or offer and the number of new leads that were obtained. But for companies, the most important thing will always be the effect that the campaign had on their sales.


In order to know this, it is necessary to have a defined and structured process for selling online. Without this, the results of your marketing campaign may not have a verifiable relationship with the activities of the sales department and all the efforts made will be unrelated.

Very often, companies do not have a clearly defined sales audit directors auditors email database process and therefore their marketing and sales departments will see each other as competitors rather than as two parts of the same team. It is also common for both teams to have a very different view of the sales process. For example, they may disagree on the number of stages a lead must go through to become a customer. They may even use different terms to refer to each of these stages. To avoid these problems and to be able to work together, it is necessary to define a process. We propose the following steps to achieve a fluid and beneficial system for your company:

1. Define a target audience: Although it may sound incredible, many companies do not have a completely defined audience when starting their activities on the Internet. It is common to think that online and offline audiences are the same and that is why approaches are made in the same way. To be more effective, we can make a specific audience definition using a simple system.

First, think about your ideal customer. You can create this image based on research, surveys, or interviews with “good” and “bad” customers and prospects. You can even include in this definition those prospects who are outside your database but might align with your target audience. With this information, both qualitative and quantitative, you can get a picture of your ideal customer, their value to your company, and how your product or service can contribute to their life.

To make this definition more complete, consider including the following information:

Personal/professional background
Demographic information
Professional / personal goals
Professional/personal challenges
Once you have completed this definition, be sure to share it with all of your marketing and sales staff so that everyone has a clear picture.

2. Define responsibilities for each team: Once your target audience is defined, it's time to start working on how each of your new leads will move through the sales process. To do this, it's important for marketing and sales teams to be clear about their responsibilities so they know what to expect from each other.

This agreement between the two areas must be consensual and must arise from the real needs of each team. Only in this way will it be possible to create a commitment between the marketing and sales departments to meet joint goals and achieve joint growth. For example, an agreement like the following could be reached: The marketing team agrees to deliver a certain quantity and quality of leads each month to help the sales team meet its quota. In exchange, the sales team agrees to follow up on these leads in a timely manner and to make a certain number of contact attempts before abandoning the lead.

The extent and depth of this agreement will depend on the company's business and target audience, but here we propose a basic model that may be useful.