Marketing and Sales have the same ultimate goal: arouse the desire to buy.
Therefore, more and more these areas are talking and working together daily in companies, with strategies such as Inbound Marketing, Growth Hacking and Inside Sales.
“If you don't map the qualification of the person from the beginning, you may not be able to complete the process at the end,” explained Felipe Coelho, Go To Market Sales at abseed ventures, seed investment fund in SaaS B2B startups.
Along with Franco Zanette, Go To Market for Growth and Marketing, Felipe performed at ACE Sales & Marketing Week, for startups of the Best Startup Accelerator in Latin America.
Friction reduction in the funnel
According to Franco, there is a natural friction in the customer acquisition funnel within companies. While Marketing has a tendency to seek volume and growth, Sales works with efficiency and profitability.
"We need find a margin that gives maximum profit with rapid growth”, Analyzed.
In this context, studies of the buyer's journey, sales funnel and personas play a fundamental role.
They allow you to follow the transformation of an unknown visitor into a customer, monitoring your interactions at each stage and always encouraging the next step.
And it is very important that in this way towards the purchase, the customer does not find holes.
“Before making a funnel layer very robust, choose a persona and do it all the way with her", said.
In this trajectory, the focus is on getting to know customers, their tastes and preferences.
And to constantly improve, even with small results, but together represent significant and gradual growth.
All of this based on data, well-defined experiments and processes, such as Growth Hacking, which consists of the following steps:
- Analyze the main growth drivers and define the focus;
- Create hypotheses to attack the problem / opportunity;
- Prioritize hypotheses according to resources and objectives;
- Test new approach and ensure learning.
Franco gave startups tips on the subject and provided references for research, but he warned: don't get stuck in the processes, especially when there is a lean structure.
“On smaller models, Growth cannot bureaucratize the learning process”, He stated. "Use data and experiments, but always keep in mind that done is better than perfect".
Sales and a sense of urgency
In the Marketing & Sales funnel, a process of lead qualification, which is sent to the sales team when it is ready for a more commercial contact.
And this process of education and production of relevant content is essential for the company to be able to implement Inside Sales, a optimization in the sales process with reduced costs for meetings, travel, refunds, etc.
However, the lead does not reach 100% ready to complete the purchase.
And turning it into a real business opportunity is the mission of the Sales department, which continues to qualify him and strengthen his relationship with the company.
And it is at this point that Spin Selling should be used to present the seller as a consultant to the customer, interested in helping him, and to create a sense of urgency In the client.
“SPIN's goal is to transform the value and the problem into things too big to be ignored, by asking questions,” explained Felipe.
If you stay another month like this, does your problem increase?
If the person responsible for this is missing, how do you do it?
“If you don't do your homework and get the person to reflect on the software and the need, how will you sell it?”, Defined GTM Sales. "If you are going to wait for the person to sue alone, it will never happen."
Aligned content and speech
Felipe also spoke about the importance of content in this process, and how he can help, placing the problem in the spheres of technology, time, costs and people.
This makes the whole assimilation process more palpable to the customer.
"The entrepreneur needs to let go of the technical profile and turn more to business," he commented. "For those who work with software, saying that it is 'easy, fast, friendly and intuitive' is the minimum".
Therefore, the speech must be aligned in all channels of contact with the customer, such as the pitch of the seller and the product page on the website. "A well-produced, professional product page brings very cool results," he concluded.