There are no magic wands when it comes to sales and that is why leveling up the sales growth through strategic marketing team optimization needs due diligence. This is the core of this article and one can learn different approaches to harness the marketing team for sales growth.
Sales are the tipping point for any business that wants growth and progress. Every other marketing strategy or marketing plan is purely sales-oriented and gearing up your team for sales growth is quite a job. There are some factors to consider while making a strategic approach to improve your marketing plan and level up the marketing team for sales growth.
With technologies changing the market paradigm and constant change in the choices of customers, the strategic point of view is also in constant transformation. Organizations worldwide are now experiencing the challenge of catering to the evergrowing demand of consumers with varied tastes and choices. This makes the work of any marketing team quite difficult to target the customers of this diversity with a singular approach.
1. Customer Relevance Approach:
It often happens with small and big companies having great sales and customer base that recommends the company highly and yet these firms disappear overnight, what happened to them is the answer to all the questions related to customer relevance issues. Losing the sight of customer’s requirements can prove fatal for any business.
The trick to master customer’s relevance is leveraging the marketing team to track and seize the knowledge from customer digital “Code Halos”. Code Halos provide powerful insights that point to how customers spend their time and what they value the most. Providing offerings that meet the customer requirements go far toward assuring relevance. Train the marketing team to watch and interact by leveraging data and Code Halo techniques for a conversation about how to spark sales growth.
Further, there are four phases to strategize the customer relevance for your marketing team:
- Define KPIs (Key Performance Index) and roadmaps for customer relevance aligned to the strategic objectives of your marketing team.
- Start using a client value framework meet client needs and services.
- Brainstorm with the team members and build sector and account growth plans with clear targets & KPIs.
- Modernize service catalogs for customers and create regular reviews to analyze the customer relevance data.
2. Gear Up For Demographics As Markets:
A marketing strategy should be able to envisage the purchasing power of customers into its marketing plan. Marketing teams should be geared up for the demographic scaling of the sales. Leveraging the demographic segmentation for strategically targeting the consumers should be inclusive in the marketing team’s strategy.
The per capita spending will be the engine of consumption growth of any demographic. The engine of consumption growth drives the spending realm of consumers. The middle-class spending power is bound to shift from west to east due to the huge growth in the middle-class segments of India and China. The total spending power of both countries has a middle-class contribution of 83% and is bound to represent about 43% of the world’s middle-class population.
Such demographic targets should be defined by the marketing teams to level-up sales growth by tapping into such emerging markets.
3. Social Media Strategy:
The social media is where today’s customers are and this is one of the most vital strategic fronts for any marketing team. The fear of missing out has provoked the consumers to be constantly online and this has made the social media strategy for marketing really important.
Every other social media user is on the network and about 53% of users follow brands on Instagram as it has become the forefront of influencer marketing and this can be leveraged through categorized marketing teams and sub-divisions that handle the influencer marketing front.
About 23% of Facebook users interact with the brands regularly and approximately 83% of Twitter users search for deals and product reviews on the platform. These social media indicators can be used for maximizing the sales and customer retention through a dedicated social media team branched out of your current marketing team.
4. Customer Journey:
The customer journey can be streamlined by expanding a journey by integrating multiple services into a single enhanced customer’s experience. There are four key capabilities of customer journeys that marketing teams need to exploit are:
Automation:
It involves the streamlining and digitization of the steps of the customer journey which were analogous before. Any superior automation is highly technical and art at the same time, which includes turning a complex back-end operation into simple and engaging app-based front-end experiences. Marketing teams can analyze the data achieved through automation and use them as leverage.
Personalization:
Personalized customer journeys are the best way to tap into customer’s pockets! With the millennial markets uprising and specifically focussed on personalization. Proactive personalization based on the customer’s preferences can generate high revenues.
Contextual Interactions:
Transformation of the customer’s journeys based on the context of the customer can create leads that grow sales. Considering the current context of customers, personalized services and products can be pitched through triggered messages and screens on your digital platforms. For this strategy, your marketing teams should be aware of the customer’s context.
Journey Innovations and Structures:
One such structure that can be used includes chief experience officer overseeing all of a firm’s interactions with customers. This can be seen as a journey-focused strategist that directs decisions that customer segments and journey investments are concentrated on. At the center of the action for a given journey is a “journey product manager.” that has the ultimate accountability for its business performance and journey ROI.
5. Know Your Team:
All the above approaches and strategies are worth nothing if you are not familiar with the team you are going to execute these strategies. So one must try to induce teamwork and motivation among the marketing team to drive sales. Few important points that can help you know your team:
- Organize events and get-togethers where teams can share their experiences.
- Use gamification techniques to enhance productivity through a competitive edge.
- Have some rest-periods and fun sessions to induce some better working conditions.
- Try to align each member with the vision of the organization.
- Know their strengths and weaknesses to help define the roles in your strategies.
How To Level Up Sales Through Marketing:
Customers rely on the values that an organization can provide through its products and sales are big indicators of the value proposition of a firm among its customers as the higher the value, the more repeat customers will be actively engaged. Leveling up your sales through the marketing team is not that difficult if one can integrate different approaches into the marketing strategy.
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