In Part 4 of our 7-part series on focused outreach outbound prospecting tips, we learn the importance of assigning the right resources to the right job. (Parts 1, 2 and 3 covered defining your objective, knowing your buyer and creating a plan.)
One of the key factors to successful focused outreach outbound sales and marketing prospecting is having the right resources performing the right tasks.
Get the right resource aligned with the right job, and dedicate a resource to manage the initiative.
Far too often success is impeded by having the wrong resource performing the right task or by having the right resource performing the wrong task. These are two of the most common pitfalls behind underperforming efforts.
Pitfall #1: Wrong Resource, Right Task
Field Sales Generating Leads
In industries where large, complex sales and longer sales cycles are common, Field Sales is responsible for accounts in their territory. These sales opportunities involve many players, meetings, and coordination with other internal company resources, which demands a great deal of time. In situations where Field Sales is responsible for both selling and lead qualification, nurturing and generation activities, lead qualification, nurturing and generation goes by the wayside as time is fully consumed by Field Sales activities.
But what about the sales pipeline? Who fills it for the future and how? What about next year, or next quarter?
Solution: Make the right assignments — dedicate lead qualification, nurturing and generation representatives to the focused outreach outbound sales and marketing prospecting tasks.
Pitfall #2: Right Resource, Wrong Task
Lead Qualification, Nurturing and Generation is Assigned Lead Qualification Nurturing and Generation Additional Tasks
You may assign the right resources to the right task ‐‐ ‐‐ but include the wrong tasks in the mix of responsibilities that can impede productivity and efficiency.
Critical to success is having the person in the right role, and avoiding multiple assignments that require different skill sets. You may be tempted to cut costs by assigning many unrelated tasks to one resource. But in the long run, a company is hurt rather than helped by giving one resource multiple responsibilities that need different skill sets. Multi‐tasking demands time to learn different skills, which waters down the focus on lead nurturing, qualification and generation.
You are best served by assigning a qualified, skilled lead nurturing, qualification and/or generation resource who can dedicate time and effort to deliver results.
Solution: Assign ‐ Lead Qualification, Nurturing and/or Generation only Focused Outreach Outbound Sales and Marketing Prospecting Tasks – and avoid adding responsibilities for other tasks.
Assign a resource to manage your focused outreach outbound sales and marketing prospecting effort.
Do not overlook the essential role of a resource to manage your initiative.
A vital part of a successful initiative is assigning a resource to coordinate, moderate, manage and adjust the program. Here’s why. Developing and managing a focused outreach outbound sales and marketing prospecting initiative involves attention to many details; constant communication between relevant departments and tends to be voluminous in nature. The successful execution of a focused outreach outbound sales and marketing prospecting initiative requires focus and dedication at the helm.
What has worked or not worked for you? Part 5 of our 7 part series will address why messaging matters.