What do you need to develop your sales successfully?
The answer is surprisingly simple: a successful sales development team is pretty much the only thing that can deliver optimised outbound sales campaigns.
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So, what would such a team look like?
Establishing a successful sales development team is definitely not just a case of hiring a clutch of talented sales people – but, similarly, you’ll go nowhere without them!
Effective campaigns rely on a much wider range of skills than the ability to sell. And a wide range of skills usually calls on a wider pool of talent.
To ensure consistent sales, the more time and attention your sales people can give each qualified lead, the more likely you are to see a higher conversion rate.
But this must be built on a bedrock of a pipeline that is consistently full of high-quality leads.
It is not advisable to multi-task roles within your sales team.
It just distracts from what they do best and prevents others, who are more qualified for such tasks, to deliver them more effectively.
Here are the four corners of an optimised sales development team.
Compelling, clean and easy-to-grasp written content will greatly increase your chances of clinching a sale.
But don’t stop there: your copywriter is undoubtedly in a much better position to craft sales emails than your sales team.
Audience attention spans are dropping, and they are dropping fast.
In 2000, on average, B2B web users navigated away from what they were reading after a very brief 12 seconds. But, today that figure has plummeted to just eight seconds.
And if we look at attention spans on social media you are looking at just 2.5 seconds.
Grabbing your audience’s attention and keeping their engagement is very much something that your copywriter is trained to do – to expect your sales people to suddenly turn their hands to this makes no sense at all.
As prospecting campaigns become increasingly multichannel, the small matter of cadence comes to the forefront.
Cadence is the ability detect exactly when and how leads are most likely to grant you a positive response. A campaign strategist will not only do this for you but also help you create the perfect conditions for encouraging such responses.
To put it technically, campaign strategists are masters of using processes and techniques to create outbound cadence. They understand how many touch points a particular campaign should adopt and, crucially, what touch points these should be – LinkedIn, email, phone, direct mail, paid search and/or video.
By having a dedicated function that is designing your multichannel campaigns, your sales team can once again concentrate on what they do best – sell.