3 Obstacles to Effective Customer Engagement


We’ve defined them as planning, engagement, org, execution, and support. All are critical to revenue growth.


But only one step, engagement, is client facing. It can bring in leads, nurture relationships, and help close sales. Or snuff them out in an instant.


Let’s be honest. The other four steps don’t matter to your prospects and customers. They just want to be understood, cared for, and convinced. Are you passionate about solving their problems? Are you uniquely capable of doing so? Your content should leave no doubt. If it does, you’ll struggle to meet your revenue goals.


To improve customer engagement in 2016, you need to reflect on past performance. Determine what went wrong. Ask the right questions. And make the necessary adjustments.


Today, we’ll help you do that Most marketing teams’ processes are lacking. Are yours?


Signs of a Faulty Engagement Process

Marketing should be capable of sourcing 30 to 50% of the sales pipeline. Most marketing teams can’t meet that threshold because their processes are lacking. 


Are yours? Here’s how you can tell.


1.  Your Content Doesn’t Measure Up.

You have a process for creating and distributing content to attract target buyers. But the content you’re producing is neither relevant nor compelling. And it’s not being delivered frequently enough to attract attention and build trust.


Your Solution

Improve your ability to develop and deliver outstanding content by asking questions such as:


  • What are the content goals for the marketing and sales teams?
  • When, where and how do buyers consume content?
  • What trigger events put our buyers into the market?
  • What is our editorial calendar?
  • What content production schedule is needed to meet our content goals?
  • How do we get our content in the hands of buyers?
  • How do we test and constantly improve content?


2.  Your Campaigns Are Falling Flat.

You attempt to capture inquiries by generating awareness and interest in your products/solutions. But buyers don’t want what you’re selling. Campaign techniques aren’t resonating. Sales leaders are asking for more and better leads.


Your Solution

Take a good, hard look at your demand generation efforts. Key questions include:


  • What is our campaign process to generate inquiries?
  • How do we set campaign goals for ourselves?
  • How do we generate the necessary demand in both new and existing accounts?
  • How do we make use of an offer matrix in our campaigns?
  • How do we qualify leads?
  • How do we measure campaign effectiveness?
  • How do we leverage marketing automation to generate more demand?


We’ve helped many companies overcome huge marketing hurdles. We can do the same for you. Register now for our “How to Make Your Number in 2016” Workshop. We’ll show you how to recharge your marketing, align your strategies, and exceed your estimates.


3.  Your Leads Are Biting the Dust.

Your job is to nurture early-stage prospects into sales-ready leads. But marketing and sales define leads and opportunities differently. Unqualified leads come too early, too often. Sales distrusts leads, neglects them, and lets opportunities slip away.


Your Solution

To build a more robust, reliable pipeline, you need to ask yourself:


  • What is our lead management process to generate SQLs?
  • What is the definition of a lead at each state of the process?
  • What workflows are needed to respond to leads at each stage of the process?
  • What are our nurture pathways? What offers do we need along the way?
  • How do we make use of dynamic lead nurturing?
  • How do we make use of lead development reps (LDRs) to manually nurture leads along the way?
  • What job aids do LDRs need to help them execute the process?
  • What is the profile of an “A player” LDR?


The Biggest Question Is, Where Does All This Lead?
Asking the tough questions is one thing. Assessing the answers, and acting on them, is another. That’s why we’re offering our “How to Make Your Number in 2016” Workshop. Register today for 90 minutes of face time in your office. We can help guide you to new revenue growth and sustained profitability.


Scott Gruher

Orchestrates and designs the perfect project strategy, one engagement at a time, to ensure that every SBI client makes their number.
Learn more about Scott Gruher >

Scott joined SBI in 2010 with years of hands-on experience in sales leadership and enterprise selling. Since his arrival, he has helped dozens of organizations dramatically accelerate growth, from Fortune 10 organizations like Phillips 66 to fast-growing cloud service organizations like InfusionSoft. Scott specializes in cross-functional alignment. He helps leaders align around the growth goal and design the right processes to bring the strategy to life. His unique combination of real world experience and a pragmatic approach to problem solving have made him one of SBI’s most demanded resources.

Read full bio >