Developing a Sales Cycle and

Communications Model:

A Discussion Guide for Enterprise Marketers

George Scotti

Sample Sales Cycle &

Communication Model

Providing the right marketing at each stage in the sales cycle

Lead Generation

Interview

Demonstrate

ValidateNegotiate

Close

Implement

CUSTOMER IS RESEARCHING SO HIGH

LEVEL SALES TOOLS & MESSAGING IS

NEEDED:• Product demonstrations• Thought leadership/content

marketing• Trials• Peer learning (Summits)

CUSTOMER IS COMPARING AND

SELECTING A SOLUTION – USE ROI BASED

AND USER BASED MESSAGING TO

CONVINCE OF YOUR SOLUTION:• White papers• Summit programs• Webinars• Press clippings• Testimonials

SECURE RETENTION/LOYALTY AND

ADVOCACY WITH AFTER SALES CARE/IMPLEMENTATION RESOURCES:• Usage marketing• Training support• Prospect for upsell• Advisory/User forums• Onsite marketing (key accounts)

CUSTOMER IS CLOSE TO DECISION OR HAS

MADE A DECISION – ILLUSTRATE AFTER

SALES SUPPORT AND PROVIDE TOOLS

THEY CAN USE TO GAIN INTERNAL

SUPPORT:• User guides• Implementation resources• Administrative functionality

Sample Lead Generation Model

Less InteractiveLess MeasurableLess Targeted

Highly TargetedHighly InteractiveHighly Measurable Targeted Response

Advertising/PR

Search Engines

Live/Virtual Events

eMail/eMarketing

Telesales

Sales Contact

Content Marketing

Awareness Lead Qualified Lead Customer

Lead NurtureBranding

Pulling It All Together:

Sample Marketing Model

Lead Generation CampaignsDrive toContact(web/call/event)

Qualify/Score Leads

Track leads in CRM

Account Managers

LeadManagement/Nurture

Configure,Price andPropose

CloseSale

Measure andAnalyze

Sales Leads

Lead Development Lead Nurture

Marketing Model

Thank you!George Scotti

Marketing Executivewww.georgejscottijr.com