Plan to Improve Sales Effectiveness
1.Improve the interconnection between sales, marketing and service to provide a customer-centric and unified experience that maintains and grows the customer base. Integrate internal processes and handoff points among the three functions.
2.Align marketing, sales and customer service leaders around the same objectives, and use the same metrics to guide behavior and award bonuses.
3.Leverage each touch point to increase consistency across the customer experience. For example, enable marketing to turn information collected from social media monitoring into sales opportunities. If a customer posts negative feedback about the company on a social media site, alert customer service to proactively contact the customer. If that same person posts negative feedback about a competitor, pass along a potential lead for sales.
4.Create a chief customer officer role with responsibility for maintaining a customer-centric point of view across the marketing, sales and service functions.