Role assignments and team building

Representatives from every functional area or department of the organization gets selected and specific role is given to them. This is the first step towards effective closed loop marketing. These can be anything from sales, web support, executive sponsor, IT and marketing departments. Giving more and more people responsibilities involve them in the process and this boost their morale besides adding to their enthusiasm for the job. Giving assignments and making the staff answerable to the responsibilities given, gets them thoroughly involved and much more concerned with outcomes.

Clear goal and metric establishments along with responsibilities around lead generation, nurturing, web stats, pipelines, sales cycles, campaigns and specific tracking and reporting helps the team to stay focused.

Assessment of the present situation

Assessment of the situation involves confronting the internal issues which are proving to be an impediment towards sales campaign success. These may include a lack of proper automation. This means absence of synchronization between various marketing tools such as the website, CRM system, analytics and campaigns along with practices involving lead nurture and conversion forms. It is extremely important that the marketing and sales departments to work in sync to deliver results. This does not happen mostly, which leads to lackluster overall performance.

There should be complete agreements regarding lead workflow, lead follow up and opportunity pipeline procedure. Also, there is a need to gauge the effectivity of data intelligence and tracking, measurement or the reporting of data. Once the current situation is dissected the next step is to determine the possibilities and using them to advantage.

Planning for future

Based on the present sales and marketing situation of a company the future planning for sales and marketing can be done. This is the third step of the closed loop marketing. Based on the shortcomings in the various departments around the organization a requirement buildup needs to be done. This may include the sales department, management and the marketing departments, just to name a few.

All the current processors need to be mapped out. This helps to uncover the weak links in the chain and strengthen them for better returns in future. Through proper investigation the right tools can be selected which are scalable for the organization and fall within the categories of necessary and the must-haves.

Putting the plans in motion

Once the rough sketch regarding a future plan of action gets prepared completely, it is time to put it into motion. Mapping out the implementation process and deciding upon the timelines to achieve results is crucial. Focused and short projects work the best since there is a lesser chance of their going awry or off course. Proper training for maximizing the benefits of various marketing tools such as the CRM or online marketing tools is a must. Fixing the loopholes in time does not let the situation get out of hand or cause much damage. Finally, it is necessary to stick to the plan once it gets formed.

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