23 May One Size Fits All: Standardize Your Business Process to Grow the Top Line
What’s your workstyle? Organized or free-form? Big-picture or detail-oriented? No matter which you identify with, chances are your colleagues would choose differently. Diversity can benefit your business, but your business development team’s different styles may not always mesh well. If each person has a different timeline and process for getting the same set of tasks done, it can lead to a lot of confusion and miscommunication.
Your sales team might waste time chasing a long-shot lead when there’s a hotter one on the table, because priorities haven’t been clearly indicated. Marketing may be targeting the wrong audiences because they can’t distinguish which leads are qualified. Project managers may find themselves running around and putting out fires because no one is following the same process.
Can you imagine throwing technology into the mix? No matter how good the software is, it can’t solve these types of problems on its own. So what can?
A standardized business process and change management approach.
Imagine what it would look like in your company. Communication would be clear between departments. There would be clearly defined stages in the sales pipeline so everyone could see exactly what had been done and what still needed attention.
How do you make that a reality for your business?
Opening up communication between departments is the first step. Determining what your process needs to achieve and how success–and failure–can be defined will give your business a framework to start improving. It’s also important to step back and assess how your team drives business end-to-end and weave that into your process design.
How does your business generate demand for its services? How does Sales and Marketing nurture and manage leads? How do they manage the sales pipeline? All of these questions are essential to developing a process that incorporates all relevant departments and serves your business’ goals.
For example, your business may be struggling with bringing in qualified leads for your Sales team. It’s obvious that the end goal is converting leads into sales, but that’s never going to work smoothly if your Sales and Marketing teams don’t define success the same way.
Marketing may think they’re successful because they’re bringing in several leads a week. In contrast, Sales may look at those leads and say marketing didn’t bring them anything worth pursuing. Ensuring Marketing and Sales can agree upon a definition for success is the key.
If Marketing can better direct their efforts, then they’ll generate an increased number of qualified leads. More qualified leads drive sales and increases conversion rates. It also increases efficiency because your team is only concerned with vetted leads.
Accommodating your team’s different work styles while creating a standardized process for your business is an absolutely necessity if you want to grow your top line revenue. If you want to see how streamlining your process can increase the number of quality leads, contact us today.
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