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The 3 Biggest Prospecting Challenges of 2017 - Sales and Marketing Alignment

Margarita Yepes

A Sales and Marketing Alignment

In today's fast-paced climate, sellers are up against heavy competition, incredible informed buyers, and prospects who are getting overexposed to sales solicitations.This year’s annual Richardson Selling Challenges research surveyed over 350 sales reps and sales leaders to understand the issues they are facing in their sales process - from prospecting to closing, and everything in between.

In this first part of our three part series, we’ll highlight the top 3 sales prospecting challenges in 2017. We will also show you that by investing in a sound plan and the right tools, your sales team can win more deals.


1 - Create a Targeted Prospecting Strategy

Compared with 2016 responses, this year’s top challenges reveal a trend toward greater targeting and quality of leads. With the availability of data through lead generation tools, sales professionals are now able to effectively research, identify contacts, and set trigger events for their accounts. However, without a strategy for how to best leverage this data and reach out to prospects, you won't see the ROI for these tools.  

Sellers see better results with better fit accounts when they embrace a TARGETED PROSPECTING PROCESS.

In order to build a successful prospecting strategy, sellers need to spend time: 1) identifying the right prospects based on their ideal customer profile, 2) researching and prioritizing prospects with the highest chance of becoming long-term customers, 3) crafting targeted messages based on solid research and data, 4) sending customized emails and making personalized calls, and  5) social selling.

Sales enablement tools such as VOIQ allow you to discover and capture a wealth of data about prospects (i.e. pain points, interests, push-backs, buying cycle, competitors, etc.) through the call channel. Sellers will be able to improve and refine their sales strategy with real-time insights rather than assumptions, and have a clear picture on how to best spend their time to win more deals.  


2 - Get Quality Leads from Marketing

Sales and Marketing need to work together to have shared clarity on what a quality lead is. Understanding what's quality and what's not will not only increase the effectiveness of both teams and create a better experience for the buyer, but also improve the company’s overall sales process, with a dramatic impact on the bottom line.

How? Through account-based prospecting. Instead of pushing broad messages to a wide audience and filtering the leads as they come in, Marketing leverages lead intelligence to identify the right prospects within each account and build highly orchestrated, multi-channel, multi-touch nurturing workflows, helping Sales connect and advance the right prospects down the funnel.

VOIQ gives marketers the ability to integrate sales calls within their automated marketing workflows. They are able to trigger a phone call based on a prospect’s behavior (just like with email), and track their engagement directly on the CRM. By accessing the data, sales reps are equipped with all the relevant information they need to have better sales conversations with prospects and better chances of converting them to customers.


3 - Get Appointments

Breaking into new accounts and getting a prospect to agree to an appointment is one of the most challenging tasks sellers face, especially when buyers are being oversaturated with every prospecting tactic imaginable.

That’s why alignment between marketing and sales is so crucial. With all the automation tools out there, Marketing can now influence the prospect’s decision-making process. As buyers leave and re-enter the sales funnel, marketers can follow-up as many times needed using automated email and call sequences to guide them into uncovering their own pain points, educating them through targeted content, addressing each of their questions, until finally landing a meeting with Sales.

Download our guide below to learn how to develop a successful prospecting call strategy that drives you appointments!

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