However, it’s crucial to realize that there’s a complex journey and process involved before that money hits the cash register. Each step of that journey has specific outcomes that need to be achieved to ensure ultimate success. Read on to learn more.
To better understand this journey, let’s break it down into essential steps . Each step has a specific outcome to be measured and optimized.
1. Quantity of Qualified Leads
The first critical point is the number of qualified leads. But what is a qualified lead? These are contacts that reach you, whether via WhatsApp, phone call or form, and that fit the desired customer profile.
For example, if you sell steel, there is no point in receiving whatsapp data contacts from people interested in tents. Qualified leads are those who are genuinely interested in buying the product or service you offer.
Measuring the number of qualified leads that arrive is the first result to be monitored.
2. Generated Proposals
The second step is to measure how many of these qualified leads turn into proposals . This is a crucial point, as it is where many companies run into trouble. Once a qualified lead is generated, it is passed on to the sales team.
This is where the "eternal fight" between marketing and sales often occurs. The sales team may claim that leads are not generating proposals, and it is necessary to understand why.
Is customer service adequate? Is the service model for digital customers correct? Digital customers often require different service than that offered at the counter. Therefore, the second metric to be evaluated is the number of proposals generated from qualified leads.
3. Proposals Converted into Sales
The third step is to measure how many of the proposals generated turn into actual sales. This is the end result that everyone wants, but to get there, each previous step must work perfectly.
If you are generating a lot of proposals but only a few are converting into sales, you need to investigate where the problem lies. Is the product adequate? Is the price competitive? Is the sales closing process working well? These are some of the questions that need to be answered.