OneAccord knows that what happens from this point forward is critical in the selling process, and remains a key element of the marketing tasking. If the offering of the client solves a problem of set of problems, then it follows the education process of how our client can help is at least partially linear or repetitive. Other parts of the sales activity will be to learn about the prospect’s special needs and to understand obstacles, issues and timing.

There is a requirement to link the output of the awareness campaign and the sales process. It is unwise to leave the task entirely to a sales resource. The client’s organization develops tools to be used to distribute the company story and elaborate on the details of benefits, terms and conditions and custom circumstances.

Generating and maintaining interest while measuring, tracking and promptly understanding program yield is essential to maximize investment and to grow faster than the market. A sustaining, internal process to collect specific, real time information as the awareness campaign is executed permits adjustments essential to quality, allows the organization to follow market changes and permits closer monitoring of competitive movement.

Again, here are five practice questions to highlight the work relationship between the awareness investment and the management and measurement of the outcomes:

• Does the company isolate its investment in lead generation and measure revenue attributable to the activity to determine a return?
• Is there a formal quantitative and qualitative evaluation of leads for determination of the effective nature of the program?
• Does the company report “win/loss” information to obtain current results of sales efforts and is this information tied back to leads originated by campaigns?
• If a channel is involved, are leads part of a stratification program and allocated based upon ability to effectively prosecute the interest?
• Can leads generated by specific campaigns be compared to qualification results to permit modification of messages, themes and solicitation efforts?

We often hear of the value and power of an application like CRM. These conversations are normally linked to conversations about the requirement to tie lead programs and tracking with trends and patterns (really results) of the sales force.

Realistically, CRM solutions are valuable and useful in something like half their installations. But what about the other half?

We believe the levels of understanding and the requirements to successfully use something like CRM are based inside of the analysis and efforts outlined here. If clients can perform activities and get the results outlined, then one may not need CRM. If, on the other hand, you adopt a CRM platform, then your chances for success will be improved materially. We know the CRM advocates agree with on this point.

Linking results of the awareness campaign and the feedback from targets, if unsuccessful, and prospects where the message resonates, is the underlying driver of the communication imperative. It is critical to extended success and strategic to the organization.