Excelling as a promo pro is part art, part science. You can navigate objections like the best of them and deliver the most compelling pitches, but if you’re not using data, you’re missing the insights that turn good campaigns into fantastic ones.
Lauren Farrell, a digital marketing expert, says data in sales can totally transform your sales team and your performance. Data can help you avoid prospects that aren’t a great fit and shine a light on opportunities that you may not have seen before. What data should you track? Farrell says there are all kinds, from total revenue to revenue by market to percentage of revenue from new business.
She says there are also some surefire signs you’re on the right track when it comes to using data. We share her thoughts in this issue of PromoPro Daily.
1. They align on goals and mission statements. Farrell says that data-driven sales teams are aligned on everything, from big objectives to best practices. It’s up to sales leaders to make sure this alignment happens and to determine what sales data their team pursues.
2. They build and follow a sales process. A data-driven sales team follows a repeatable set of actions to close new customers. This sales process allows you to see which parts of your sales approach are working and which parts aren’t.
3. They use existing data to inform strategy. A data-driven sales team doesn’t only use new data, Farrell says. They also use any data they’ve already been collecting (even if it’s never been put to use). She says existing data can be a goldmine of insights and untapped ideas.
4. They work with a CRM and make data accessible. CRM tools are great for replacing cluttered spreadsheets and disjointed tools. They also allow you to generate helpful sales reports, track customer activities and automate even the most basic tasks.
5. They track all prospect interactions to learn what works and what doesn’t. Sales reps sometimes don’t focus on the most important data points. They focus on specific data and miss the big picture. Those who are data-driven, however, take a wider look. They understand that every interaction can give a sales team valuable data and insight into what’s working.
6. They only engage with leads and prospects that fit certain criteria. Another sure sign your sales team is data-driven? They pursue only leads and prospects that are proven to be a good fit. Sales data has the potential to save your sales team precious time and energy, as well as make your company more profitable, Farrell says.
Your intuition and expertise matter but remember to use data to inform your strategy and validate your decisions. When you lean more on data, you’ll spot trends faster and ultimately drive better results.
Compiled by Audrey Sellers
Source: Lauren Farrell is a Spain-based digital marketing expert who works with B2B clients around the world to improve their online visibility and turn their websites into lead generators.
