For many businesses, Marketing has been and continues to be the weakest link in their operation supply chains. It’s easy to understand why. while marketing is a critical piece of the business development function, most marketing efforts focus on what could be rather than learning from what works. At Clarity we know that integrating thinking from marketing and sales is the key to meeting sales goals and increasing revenue and that is why we created the Virtual VP of Marketing. Our team members have experience in product development, marketing and sales – strategy, observation and tactics that are mapped to your business, not a one-size-fits-all solution.
Here are a few of the areas we cover:
Marketing Goals
Are your marketing activities aligned with sales’ goals? Does your business have clearly defined Lead Criteria? Does the business have a clear definition of the Ideal Client Profile and the best way(s) to reach them? What success measurements are in place?
Strategy & Messages
Does your business understand the Buyer’s Journey? Do it have the right tools and supports in place to advance a sale? Do messages lead to a sales conversation? Does your message incorporate solutions your prospect’s customer’s issues?
Effort and Results
While many products and services can meet the needs of a broad audience, marketing and selling to such a group often constrains a company’s resources. To own a market, a business needs and integrated strategy that maps out the steps sales and marketing need to take in concert to achieve market penetration.
Budgets
Marketing Budgets are important tools used to understand the total cost to capture a sale. A good budget also helps a business understand the impact on sales in the event resources need to be redirected.
Driving Awareness
There are many ways to drive brand awareness today but not all of them make sense for your business. Knowing the costs of each and the expected benefits helps a business make wise decisions when it comes to allocating marketing dollars and resources.
Outsourcing options and vendor recommendations
Today many of the marketing activities that help generate demand can be outsourced and Clarity provides many of those services. That said, there is also a strong case for keeping such activities in-house close to the domain knowledge and internal resources that can answer questions and respond quickly to situations that require immediate attention from marketing, sales or support. We can help you decide whether to use in-house resources or outsource to any number of reliable, customer-focused organizations.
Sales tools
We can’t say it enough. The job of marketing is to support sales and provide them with the kind of tools that make selling easy. We help you determine and author the tools needed in each channel & Ideal Client Profile mix. Introductory emails, drip campaigns, social campaigns, targeted collateral, talking points, competitor comparisons, objection management, ROI calculators, and tools used by champions and other influencers within your prospect’s business.
Demand
How can you reach top executives within your best opportunity pool? How can you build account penetration programs that reward sales and marketing for closing business?
Product planning
Vision drove the business into the market but now what? What is your next move? How does your business find the next market with a need? What kind of data is needed to take the emotion out of the decision making process? We help your organization reach consensus and move forward.
