Frustration between marketing and sales teams is a common problem that companies see over and over again. The sales team wants and needs more leads - more importantly, better leads. The marketing team generates a prospect, but Sales says the lead is not good enough or ready. Both teams are aggravated and feel that the other side isn't doing their job.
I have been in sales since I can remember. From pitching my parents my need for a G.I. Joe toy to selling chocolate at Beach High and then cold calling as a loan officer at a bank. My selling experience has helped me grow through my years as an entrepreneur. Along with my experience I have had the opportunity to learn from some of the world's best sales people. At my last agency, I learned from a student of Jordan Belfort (Yes, the wolf of Wall Street). Since then, I have used the straight line persuasion method to grow our agency to where it is.
According to a research study conducted by Bloomberg Law and the Legal Marketing Association, “67% of attorneys and marketing and business development professionals agree that their law firm is increasing its emphasis on business development and marketing efforts.” This increased focus on alignment of these traditionally separate departments leads to opportunities for marketers to grow professionally within the firm.
In the following, we provide actionable insights to the process needed to align your marketing and BD for law firm growth.
- Define Legal Marketing and Business Development
- Define the journey of from stranger to client and beyond
- Communicate on one platform
- Measure every key touchpoint
“Success requires first expending ten units of effort to produce one unit of results. Your momentum will then produce ten units of results with each unit of effort.”
Charles J. Givens
Dwight D. Eisenhower said “Plans are nothing; planning is everything.”
The first hour of your workday sets the tone for the rest of your workday.
If you are overwhelmed before you start the workday, what will be the results for the rest of your day when challenges arise?
Business Problem Solving: The decision.
George C. Marshall said “Don't fight the problem, decide it.” Having strong problem solving skills will make a huge difference in your self-development, family and career.
As a leader of an MSP business, keeping track of the progress of your sales leads lets you see if your business development techniques are working effectively. If they are not, you need to look at which steps in your process you can adjust to bring things back on track. Monitoring sales interactions with clients is valuable, as it helps you find patterns that encourage better lead conversion. However, taking notes manually on each client can eat up a lot of time. The solution to collecting this data is to use a CRM system to do the heavy lifting for you. A CRM system can track this information automatically, allowing your sales representatives to keep their focus on the customer. The system collects information in the background, and gives you a complete trail of the interaction from start to finish.
If you're leery about embarking on a telemarketing campaign to generate leads, there is good reason for your hesitation. Old school Telemarketing techniques are not producing good ROI and the way to market and sell is changing at a fast pace because of the Internet.