Sales funnel optimization requires strategic implementation to effectively connect a business website with the marketing process, opportunity management and retention strategies. As a user integrates into a brand strategy, the promotional activities to target customers are validated and the data can be collected to develop long-term success drivers for profitability and growth. Understanding what encouraged a buyer to engage in a shorter period than others will allow for brands to properly develop retrospectives that can drive the decisions behind future market planning and promotional campaigns. Software as a Service (SaaS) products have enabled small and medium sized business to capitalize on the technological advancements available to large corporates to optimize their sales funnels.
Revisiting a traditional buyer’s journey, when the buyer successfully transitions from the marketing funnel to an internal sales process, it’s important for consultants to engage with marketers to coordinate potential areas of improvement for driving brand-awareness to the target market. In addition to collecting data on successful prospects, it’s important to conduct loss interviews and aggregate feedback from individuals that did not benefit from the information presented before officially entering the sales funnel.
Once this information is presented, it is important to consider the details behind the type of buyers living in the funnel and their potential for growing the brand. The sales optimization strategy should aim to reduce churn by keeping current customers engaged and invest in long term growth with valuable content from the marketers. In addition, sales personnel, marketers and consultants must work together to maintain customer relationships and identify opportunities and threats to the sales strategy using technological advancements that allow lead scoring within the CRM.
Connecting marketing tools like Market with CRMs whether using Salesforce, HubSpot, Zoho, or Insightly allows any website to integrate backend Application Program Interface (API) codes to collect data on a prospect and recurring customers to develop an optimization strategy within the CRM that allows for easy self-qualification for any user. A simple qualification process for sales professionals involves assessing the value of a potential prospect by prioritizing your pipeline with in the CRM based on the upsell opportunities presented in a deal.
A pipeline prioritization strategy should effectively balance engagement with effort. It’s important to create a maintenance strategy that encourages growth from new sales, but also capitalizes on returning revenue reported to make up as much as 75% of annual revenue for small to midsized companies. Understanding the value behind pipeline prioritization and automating the qualification process based on where your sales and marketers should focus efforts will allow for your business to understand how specific opportunities fit within your organizational objective measures.