The Very Good Marketing Guide

SIXHOW TO TURN A LEAD INTO A CUSTOMER

So, here's the really, tangibly important part of your customer journey: generating revenue.

You've attracted them, you've flirted with them, you've dated them and now's the big moment they make a commitment. So, you better put your best foot forward because if they run away, they probably won't ever return.

The bigger your company gets, the more siloed the marketing and sales parts of your business will become. The people who look after marketing are focused on Strangers, the sales team are focused on Customers. They appear as two separate entities, possibly run by two separate teams with two unique sets of KPIs — and this can be a disaster.

I've worked with many organisations where the marketing and sales division are so divided that they don't even agree on the same high-level unique product selling points.

Whilst the actions and the skills required to attract Strangers and convert Leads may seem independent, what the silos create is a disjointed customer experience that can leave a potential buyer confused and disenchanted. Imagine enjoying a convincing Google advertisement, a stunning website and a clear call to action only to be met with a string of unanswered and confusing emails from Amanda on my skirting board quest. It was not only frustrating, but I felt tricked! I really wanted those skirting boards now, and when I couldn't ...