How to Build a High Velocity Sales Team: Campaign Design and Evaluation (Part 3)
[This article is part of a multi-blog series on how to build a high velocity sales team. View Part 1 and Part 2 here. To the view the original 5-part webinar training series on how to build a high velocity sales team, conducted by Ken Krogue, click here.]
Traditionally, campaigns have been used as tools for marketing. That doesn’t mean, however, that sales can’t learn a few things from their marketing counterparts. The future success of sales and marketing is Smarketing: a sales and marketing convergence. Truth is, sales professionals are using marketing tools a lot more often than most might think, and they are using them effectively!
When designing a new sales campaign, you first need to define the elements of the campaign. What will the campaign be called? How long will it run for? What is the strategy behind it? What will the campaign be evaluated against? All these elements need to be answered and defined before your campaign can take shape.
When creating your new campaign, it can be helpful to take pieces of other campaigns and incorporate them into a new original idea. In addition to some core campaigns including “Just Ask,” “Toe-in-the-Door,” or “Impressive Marketing,” there are some very cool campaigns that are popping up in the sales industry that can be used for inspiration:
- Email to CEO – Predictable Revenue
- This campaign targets CEOs directly with a pitch asking who within their organization the sales rep should contact. Of CEOs that respond, the sales rep then contacts the specified person with a message, “Your CEO told me to contact you and let you know about this new product.” Imagine the response rates from these contacts!
- Enterprise 360 campaign – XANT
- Within a large corporation, there often isn’t just one person who is the decision maker. There are usually six to eight decision makers that need to be reached before a deal can close. In situations like this, profile the six or eight decision makers and learn how your solution would solve a particular headache for them. Once you know this, you can structure your messages around their motives. For example, for the IT person you would highlight the easy system requirements required. The CMO, on the other hand, would be more interested in the amount of leads that are contacted.
The bottom line of designing campaigns is to make sure you do it in such a way that it drives leads and contributes to the bottom line. For an in-depth discussion on campaign design and evaluation, check out Ken Krogue’s complete webinar here.
What types of campaigns have you created and implemented? What type of success did you find?
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