i 74d07cd356914be7 by Paul Roetzer

Author:Paul Roetzer [Unknown]
Language: eng
Format: epub

that all authors are pulling their weight with regular

contributions.

C05

10/31/2011

9:3:37

Page 119

K

K

Devise an Inbound Marketing GamePlan 119

When budgeting for an agency inbound marketing cam-

paign, the greatest investment is often time, rather than

money.

Look beyond traditional wisdom and conventional

solutions.

C05

10/31/2011

9:3:37

Page 120

C06

10/31/2011

9:14:31

Page 121

K

L

chapter6

Control the Sales Funnel

Everything is sales.

AGENCY SALES SYSTEM ESSENTIALS

In its most basic form, a sales funnel consists of leads, prospects, and

customers. Agencies need to fill the funnel at the top, nurture in the

middle, and convert at the end. (See Figure 6.1.)

Every agency, no matter its size, can benefit from having a for-

mal system in place to manage its new business development efforts.

However, as we discussed in earlier chapters, growth in model agen-

cies is driven by the need to attract and retain top talent. So it is im-

portant that agencies work to find balance when building their sales

systems and plans.

If you grow too quickly, without the proper infrastructure and per-

sonnel in place, you run the risk of failing to deliver on promises to

clients, stretching account teams too thin, and inflicting irreparable

damage to your brand. Meanwhile, if you struggle to maintain a

strong pipeline of qualified leads, you may face difficult challenges

that can lead to cash flow crunches, cutbacks, and talent turnover.

The key is to concentrate on creating a sales system that meets

your current needs for lead generation, and is scalable with your

long-term growth goals. Let’s start by considering some basic ques-

tions relevant to assessing and building your agency sales system.

We further explore the following topics in this chapter:

What are our top lead sources? Where are your leads coming

from now? This may include referrals, service marketplaces,

website contact forms, downloadable content, social media,

121

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.