It's been said in the world of selling that any salesperson on any kind of a financial incentive plan is essentially running a business within a business.
Thus, if a sales person is running a business, shouldn't their business have a marketing plan - as any worthwhile business does? Call it a "personal marketing plan” that in essence should be a microcosm of the company's marketing plan. It should reflect the sales person's plan to produce their share of the company's business goals in order to realize their own business and financial goals.
Of course, the company knows what this share needs to be - these are the expectations (quotas) assigned to the sales person. A personal marketing plan refers to how the sales person is going to strategize to reach these company expectations and as related above realize their personal goals.
This overall planning focus isn’t just about business expectations; it’s also about strategic sales and marketing expectations. These strategic expectations include lead generation campaigns, presentations, inbound/outbound activities, to name a few.
Lacking in most companies is the collaboration between sales people and sales management to put this personal marketing plan together. Sales management needs to partner with the sales person - beginning with the following question:
Are the salesperson’s own business expectations going to match the company's business expectations for the salesperson? If the answer is yes, then a business partnership is established and the company and the sales person are driving a plan together that will keep both sides happy.
This process is effective. There is a synergistic plan for success in place. It helps greatly in sales person/sales management reviews; there's less chance for discontent on either side when monitoring sales results. It's either "our" plan is working or not working, and if it’s not working – “let’s fix it”! This all evolves as a partnership process that is pervasive and effective. There is no sales person perception that unrealistic goals are set by the company.
As we work with clients we stress that the CRM system in place helps drive the personal marketing plan. CRM helps with the creation and monitoring of sales and marketing activities and the resulting ratios that lead to the realization of business goals. CRM user adoption is accelerated as salespeople perceive the CRM as a sales assistant - a partner to help them reach their goals and make more money.
Many companies don't have a structure in place where salespeople and sales management team this way. They don't partner! It's important for companies to consider adopting this strategic focus. It's highly effective and highly pragmatic.
CRM International are CRM and Marketing Automation specialists. We help companies drive sales and marketing programs leveraging CRM and marketing automation. We have sales and marketing consulting backgrounds.