The problem with most business' sales cycles is that they focus more on lead generation than they do conversion. Because of this, they get tons of leads through their online marketing efforts, but they rarely convert them to sales.
According to a recent Forbes article, some businesses research their leads so poorly that they don't even know if the people fall into their target market:
"Finally, the B2B sales cycle has not seen big advances in personalization. Of course, the sales deck the buyer sees has their company name and logo on the title slide, but that’s where the personalization typically ends. This assumes that the buyer even made it that far. Since the initial research stage results in reading generic info on a website that could be targeted at any Jane Doe."
You can avoid this situation by personalizing your sales process. To do this, you need to collect information about each person so you can target them individually.
With CRM software, you can acquire the data and analytics about your customers that you need to personalize your sales process. Moreover, you'll be able to better define your target market based on the common characteristics of your clients.
This information will set you apart from competitors. Since most businesses are still behind when it comes to personalizing their sales process, you'll get ahead by incorporating data and analytics in your process. With the data collected by CRM software, your sales representatives will be more informed concerning clients and your marketing team will be able to create more effective campaigns.
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