MarketStar Blog

Lately, we have been talking about small and medium-sized business (SMB) sales, but what about enterprise sales? Enterprise sales requires a different approach than SMB sales does. It also requires different resources and more patience, but the size of the sale makes it more than worthwhile.

Most B2B SaaS organizations experience two periods of intense activity in a customer lifecycle – when onboarding the customer, and just before the account’s annual renewal date. That approach is proving to be unsuccessful now with several businesses finding their churn rates increasing year over year.

Hiring outsourced sales professionals can be a quick, cost-effective solution for bolstering your in-house sales team. Whether you’re looking to expand into a new market segment, add specialty sales roles, incorporate Customer Success, or simply empower your in-house team to do more, outsourcing sales is a powerful and proven way to significantly grow your team’s capabilities.

In today’s highly competitive B2B sales climate, lead qualification has become an increasingly important part of the sales process. It not only saves you time and resources—by helping to ensure you’re only talking to the right people—but it also provides customers with a more personalized experience, improves close rates, and boosts revenue. 

However, many sales teams lack the time or experience needed to really focus on lead qualification. But consider this: On average, only 25 percent of leads are legitimate and will advance to a sale. Without a robust lead qualification process, your team is wasting time on three-quarters of their leads. 

Of course, turning prospects into sales is easier said than done. But without qualifying leads, your salespeople are working hard to convert leads who aren’t going to turn into customers no matter what they try. 

To hone in on the right leads, it’s important to understand the three core levels of lead qualification: marketing qualified leads, sales accepted leads, and sales qualified leads. 

See how MarketStar can help with outsourced inside sales teams

Marketing Qualified Leads (MQLs)

The first stage of leads, MQLs, are those who have been deemed qualified by a company’s marketing team. Generally, these leads are more likely than others to become customers. 

A lead might be considered to be qualified by marketing if they are flagged in lead intelligence software. Or, the person may have taken a specific action that indicates interest, such as downloading a piece of content or signing up for a webinar. These specific behavioral actions can help qualify an MQL and are signs that a lead is ready for the next step.

Sales Accepted Leads (SALs)

When a lead is determined to be an MQL, they are passed on to the sales team for further investigation. At this point, the sales team works to gather additional information on each lead to determine whether to accept them.

At each individual company, the sales team should determine what constitutes an SAL. A reliable way to qualify an SAL is through the ANUM method:

• Authority: Is the lead a decision maker at the company?

• Need: What does the lead need, and would your company’s product or service meet that need?

• Urgency: How soon will the lead need to make a decision?

• Money/Budget: Does the lead have the money to buy your product or service?

After SALs are evaluated based on these four criteria, each lead is either discarded, sent back to marketing for further nurturing, or developed even further along in the sales pipeline to become a sales qualified lead.

Sales Qualified Leads (SQLs)

If a lead is qualified by marketing and accepted and vetted by sales, they then become an SQL. Typically, a prospect becomes an SQL after they have been nurtured by the sales team; however, some SQLs enter the sales funnel at this late stage of their own volition. 

In most cases, SQLs are nearing the end of the Buyer’s Journey. They are relatively invested in the purchasing decision, but before they become customers, they may have specific questions or need some one-on-one time with a sales rep. 

At this stage, it can be helpful for the sales team to leverage any information gathered on the lead during the MQL phase, such as resources they have downloaded. Then, the sales rep can have an informed discussion with the lead about their needs and how your products or services can help.

A Worthwhile Exercise

Lead qualification takes time and effort—there’s no doubt about it. But when sales and marketing work together to guide leads through the three phases mentioned above, they wind up with stronger leads in the long run. In fact, Forrester reports that a targeted sales nurturing program results in 50 percent more sales-ready discussions at a 33 percent lower cost.

Of course, not every sales team is equipped to handle lead qualification from end to end. This is one key function that can readily be outsourced to a Sales as a ServiceⓇ provider. By partnering with an experienced Sales as a Service provider that specializes in lead qualification, your team will benefit from higher-quality leads as well as ample time and resources to guide prospects through the final stages of the Buyer’s Journey.

See how MarketStar can help with you inside sales, partner channels, customer success teams, and digital ad sales.

When sales organizations look back on 2020, one of their main “lessons learned” might be the importance of Customer Success. With so much uncertainty impacting the economy, sales teams are eager for effective ways to reconnect with their customers and bring new ones into the fold. This year and well into the future, Customer Success will be a key differentiator between losing sales and enabling significant growth. Many companies get customer success vs sales confused to their detriment. 

There are 30.7 million small and medium-sized businesses (SMBs) in the United States. Taken as a group, they account for 99.9 percent of all U.S. businesses. That’s a huge potential market, especially when you consider that SMBs are expected to spend more than $676 billion on tech in 2021. As a group, SMB sales revenue is too big to ignore, but how do you justify the cost of SMB sales against the ROI?

Small- and medium-sized businesses (SMBs) are a huge untapped market, but many B2B vendors ignore SMB sales because they believe that selling to SMB customers doesn’t justify the return on investment (ROI). Smart sales managers understand that SMB selling is different, and that successful SMB sales strategy requires a different approach that can yield substantial revenue.

As the B2B buying process has evolved, sales teams have had to continually adjust their strategy to best serve their clients’ needs. Today, the sales process is less linear than it used to be, and it requires a new set of dedicated sales professionals, including sales engineers, to get the job done well.

Of all the specialty sales roles, sales engineers are perhaps one of the most misunderstood. However, it’s important to utilize sales engineers fully because they often play an important part in pre- and post-sales support, delivery and installation, deployment, testing, and even Customer Success. 

Let’s explore some of the most common misperceptions about sales engineers to establish a better understanding of how these sales professionals could fit into your team.

Around the globe, the market for Sales as a Service continues to grow. Today, some of the world’s most successful businesses, including Amazon, Apple, Google and Microsoft, are augmenting their in-house sales teams with an outsourced model to drive revenue. 

But what exactly is Sales as a Service? The term can feel a bit ambiguous, so we want to take a closer look at what exactly it means and how companies can leverage it.

As business solutions grow increasingly complex, some buyers require additional assistance to successfully introduce new products or services into their companies. It’s no longer enough for business-to-business (B2B) sales organizations to sell a product or service and leave the customer to their own devices—today they need support and knowledge over the long haul. 

The need for longer-term success is why Customer Success teams are becoming increasingly common in B2B sales organizations. However, it’s important for sales leadership to understand that Customer Success is not the same as other sales functions. Here, we take a look at the key ways in which these two roles are different and why a Customer Success team may be exactly what your organization needs.