Aligning and Optimizing Sales and Marketing to Increase Conversions


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Do you ever wonder how web pages help (or hinder) the sales effort?  I do.

When salespeople follow up on leads their success has a great deal to do with the quality and freshness of the leads. When they fail they blame marketing for generating lousy leads!

On the other side of the coin, marketing looks at the NUMBER of leads generated for the sales force and how many of them convert to opportunities and businesss.  When the salespeople are ineffective at converting, marketing blames it on the sales force.

When sales and marketing are aligned and optimized (lead emphasis on quality and sales emphasis on process), sales increase dramatically.

My blogging platform host, Hubspot, provides a lot of useful data on how our content performs, where readers come from, how many of them are back for repeat visits, the number of subscribers, most popular and discussed articles, number of landing page visits, conversions to leads, and much, much more.

What we don’t learn about is how all the “other stuff” on the page affects you, our visitor.  If you are reading this article directly on my Blog at Understanding the Sales Force, would you share, with all of us, answers to just a few questions? If you are reading an RSS feed or you are on a site that has simply reposted it – well – never mind. Your answers could help everyone with the quality of their leads, conversion ratios and what, if anything, should appear in addition to content on the pages…

The questions are about the “other stuff”, the non content, that appears in the left and right margins.  The “other stuff” includes article series, most popular articles, options to subscribe to the Blog, awards, badges from other sites, upcoming events, one of my books, free tools, white papers, my radio show, more information, etc.

Do you ever scroll the page and look at that “other stuff”?

Does the appearance of all that “other stuff” diminish the quality or credibility of the content?

Did you ever click on or utilize any of that “other stuff”?

What, if any of the “other stuff” was/is most/least useful to you?


Republished with author's permission from original post.


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