The Keys to Developing an Effective Enterprise Sales Strategy (in 2019)

About this Video

• Video Title: The Keys to Developing an Effective Enterprise Sales Strategy (in 2019)
• Channel: Dreamit
• Speakers: Marissa, Stephanie, Charles
• Duration: 00:47:28

Introduction

This webinar discusses strategies for developing effective enterprise sales processes. The speakers address identifying target customers, developing sales processes, and leveraging technology to streamline sales. The presentation includes case studies and practical advice.

Key Takeaways

• Buyer Personas: Creating detailed buyer personas is crucial for effective communication and targeted marketing. The example of "Marketing Michelle" illustrates the level of detail needed, encompassing demographics, psychographics, goals, challenges, and buying preferences. Similarly, Agatha's developed personas for clinical, financial, and technical buyers within hospitals.
• Sales Process & Methodology: A well-defined sales process, distinct from sales methodology, is essential. HubSpot's example of shifting from activity-based to behavior-based stages is highlighted. The GPCT (Goals, Plan, Challenges, Timeline) framework is presented as a consultative approach. Methodologies like Challenger Sale, Solution Selling, and Consultative Selling are discussed.
• Customer Journey Mapping: Mapping the customer journey—pre-purchase, purchase, and post-purchase—helps identify touchpoints and optimize engagement. The webinar emphasizes creating clear paths for customers to learn more or buy, similar to a museum's clear pathways. Agatha's detailed customer journey map is presented as an example.
• Technology & Efficiency: Using technology to reduce friction in the sales process is critical. Examples include using sales SMS for quick follow-ups and creating different paths for prospects to engage (e.g., get started, talk to sales, live chat). The importance of quickly responding to high-intent prospects is emphasized.
• Inbound vs. Outbound Sales: The webinar discusses the benefits of both inbound and outbound sales strategies, illustrating how companies can use a hybrid approach to maximize reach and efficiency. Referrals are presented as the most effective method for Agatha, while HubSpot's experience with a fully inbound approach for SMBs is also mentioned.