Sales Management Coaching for An E-Commerce Marketing Company

A 10 yr. old e-commerce direct marketing company, specializing in the real estate, title, and mortgage industry had experienced significant growth and was committed to tripling their revenue in three years. Their web-to-print marketing and lead generation system makes it easy to control branding for real estate brokers and to track campaigns and increase leads. The CEO recognized that in order to achieve this level of growth and scale, they needed to build the infrastructure to meet this aggressive goal.

To help them get on the path to reach this goal, we focused on a few key areas:

Sales Process Optimization. In addition to the platform, they offered customization, design, and campaign services that was becoming a challenge for clients to deal with all the moving parts. The opportunity was to better understand what was working, where are the pinch points, and how the company could leverage the success they’ve had. Interviewing employees and customers to understand the playing field, what buyers want, and the constraints/accelerators of the process resulted in a journey map that enabled Judy to identify key initiatives from a plan, people, process, and platform perspective. Presenting the results to the executive team created clarity where they needed to focus, rather than trying to ‘boil the ocean’. Strategic alliances, creating an inside sales team/account managers, and a senior BD specialist were all elements of the strategy, as well as streamlining the customer management process.

Strategic Planning.  A few months later they had begun to implement some of the initiatives and felt the time was right to revisit the path that they were on to course correct, if necessary, and continue to build the infrastructure. With the team, we looked at the progress they had made, re-visited the values of the organization, re-defined the executive team’s roles and responsibilities, and identified the next steps.

Sales Management Coaching. With the new inside team established, the VP Sales had three new ‘flavors’ of sales people; outside, inside, account managers. As a relatively new sales manager, only two years in the role, we focused on creating a structured approach to leading the team, helping her to manage her time more effectively, support the implementation of a performance management program, while continuing to elevate the sales skills of the outside team and provide a roadmap for utilizing the inside team/account managers to maximize growth.

We also implemented a few more actions, including:

• Creating a nationwide and some state-wide strategic alliances that align with their target market
• Implementing an internal printing program for title and mortgage companies, leveraging a lead sharing program that existed
• Developing an inside sales process and strategy that leverages internal resources and increases the number of leads they can touch

The results have been substantial. After six months, they have seen:

• Increase of 200% in the number of leads
• Conversions are up 30%
• Regional Sales Directors production has increased 10% as a result of account manager role

Start the conversation about our sales management coaching with a free, no-obligation call with Judy, 310-567-7441 or email us at jfrank@vortexology.net.