I’ve seen it over and over. An entrepreneur and team create a product, start to market and sell it, and then urgent problems sprout up as the sales and marketing process gets underway. Now the entrepreneur and team bounce around from problem to problem, to sales attempts, to marketing tries, back to the problem, and back to some other urgent issue. Then after a period of sporadic sales and marketing efforts, predictably, panic sets in. Surprise, surprise!! Because of these herky-jerky sales efforts, deals are not flowing in, cash is tight, and the team is bewildered as to why their efforts to sell the product are not producing results. There may be other reasons at this stage why sales are not happening, but a key one is the lack of consistency in their sales and marketing efforts.
To manage sales and marketing better, there is a simple but effective growth hack that will increase deal flow and, ultimately, sales. Moreover, it will help develop an organizational habit that will create the foundation for better sales and marketing activities going forward.
The hack is simple, hire a part-time person, for a few hours a week, and have them manage the weekly sales and marketing meetings, keep track of the goals and activities, and provide for some simple aid to the team to help them stay on track. This person and the process of consistently monitoring activity forces accountability, which in turn drives performance.
Making everyone who sells and markets the product, even the founders, set reachable weekly goals as well as report on their results week in and week out drives consistency of effort and in turn drives results. No one wants to report that they didn’t do what they signed up to do, even the CEO. Hence, making it visible to everybody as to who is getting the work done, forces performance. ON the flipside of this, if sales calls are not being made or press releases and blogs are not getting written and posted, that too will drive corrective action.
As this organizational habit becomes more pronounced and regular, repeatable sales and marketing efforts become the standard, and predictable results become the norm and the team will get addicted to the results and process.
This hack will change the way you run your business for the better. You’ll be able to better track, measure, and test assumptions, ideas, and markets because of this consistency of this effort.
Sales and marketing is a hard discipline even when you approach it with diligence and consistency. But it is near impossible to build sales momentum if you don’t consistently work on it. To make deals happen, every day, every week you need to practice the process of selling and marketing your company, without fail. When building your business and sales machine, you have to work on it every day as you work every day at building your software product. Using this hack will get your sales and marketing engine spinning consistently.