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The #1 Mistake Businesses Make with Sales & Marketing (Don’t Be Like Them!) | PT EP 582
25 ideas de marketing sacadas de «The #1 Mistake Businesses Make with Sales & Marketing (Don’t Be Like Them!) | PT EP 582», de Perpetual Traffic. Sobre…
- 25 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 43 min
- Publicada en 2024
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Retención y relación con el clientePagar las comisiones de ventas recién cumplidos los 90 días de servicio incentiva al equipo comercial a no cerrar prospectos no cualificados que cancelarán pronto y los motiva a participar activamente en el traspaso y acompañamiento inicial del cliente.
50% of my customers canceled in the is I told my sales guy you don't get commission until day 90 plus one on day 91 you get a great big shot in the started to sell with that in mind he actually didn't want to bring you on if you weren't going to last 90 days CU it was a massive waste of his time and he had to help you know you mentioned the handoff he had to help with the hand holding past closing the deal and I gamified the system towards
Escúchalo en el minuto 22:46
Sistema de semáforo y revisión periódica de riesgos para prevenir la fuga de clientes
Retención y relación con el clienteImplementar un sistema de clasificación por temperatura (desde verde/óptimo hasta rojo/crítico) para cada cliente y realizar revisiones periódicas de riesgos a nivel de equipo y de empresa permite detectar problemas a tiempo e intervenir colectivamente antes de que ocurra la cancelación.
risks we do something my CTO put brilliant it's inside of our clickup all the client managers have to um tag every client with what's effectively a temperature you know are they it's a spectrum on one end of the spectrum is they're amazing they couldn't be happier everything's great that's green on the other end of spectrum is everything's on fire that's bad it's red uh our strategy team goes through we call them risks and there's pod risks which means this is a risk just within this pod but it's not such a big risk that we need to ascend it and then there's company risks and twice a week one…
Escúchalo en el minuto 34:04
Detección temprana de insatisfacción mediante análisis de sentimiento en canales de soporte
Retención y relación con el clienteImplementar herramientas de análisis de sentimiento con IA sobre las comunicaciones directas con clientes (por ejemplo, en Slack) permite crear un sistema de semáforo (verde, amarillo, rojo) para detectar y revertir fricciones leves antes de que se conviertan en cancelaciones.
fires now with this system what we find is that the reds don't come the metrics that we look at it's like a red yellow green report I forget which sentiment customer sentiment based upon communication and then it looks at that using an AI formula that at least gives an indication as to where things are going and then obviously a human checks or inaccurate and we've actually found ways in which to uh pick up on yellow signals that might be turning red and keep them in yellow and then put them back to green because of this whole Communications yeah yeah every single primarily in slack dude…
Escúchalo en el minuto 35:53
Retención y relación con el clienteIncorporar al Client Success Owner (CSO) en las fases tempranas de la venta (auditoría, alcance y fijación de precios) evita la brecha entre lo que promete el equipo comercial y lo que puede ejecutar operaciones, mejorando drásticamente el onboarding y la retención inicial.
like you guys are just you're bringing people on you're like you're throwing it over the wall from sales over to Ops then Ops is like what do I do with this so now we insert the CSO the client success owner as a part of the sales process very early on even when the audit and then the scoping and then the pricing is being done so that the last sales being married now with Ops plus client success and that's been a is and what we realized it was the onboarding process because it set it was sales selling one thing and Ops not really understanding what sales was selling and so as a result of that…
Escúchalo en el minuto 31:01
Medición y experimentosIncentivar a marketing por leads baratos, a ventas por volumen de cierres y a operaciones por retención genera desconexión y culpas cruzadas; las tres áreas deben compartir incentivos alineados para garantizar que el cliente captado sea viable de retener.
they have to be incentivized the same way the biggest mistakes I have ever mistakes I've ever seen in business are when your core departments aren't aligned most specifically sales and marketing although operations comes into play here too because if if you know marketing wants the cheapest leads sales wants the deals that close operations wants the deals that retain and if you're incentivizing each of those three departments according to just that level of analysis you're going to get three very broken funnels that don't even drop into the subsequent that sort of chain of events in essence…
Escúchalo en el minuto 12:35
Retención y relación con el clienteEn modelos de servicios o agencias de ticket alto, incorporar a una persona dedicada exclusivamente a cuidar la relación y solucionar problemas de los clientes se amortiza financieramente con salvar tan solo un cliente al año.
should have we have this at needle that I own we have a full-time retention specialist her only job is just to sit around loving on clients reaching out seeing what else we can do better seeing if there are any cracks seeing if she does because the retention of those clients is worth so much to me and to be it's equivalent to one FTE but if she saves me one client a year she's paid for herself because one FTE equals one client in this particular business model so I think everybody should ever retention specialist at least one you
Escúchalo en el minuto 24:13
Los problemas de facturación suelen originarse en cuellos de botella operativos y no en captación
Estrategia y decisiones de negocioAnte una ralentización del crecimiento, el reflejo común es buscar más tráfico y prospectos en la parte alta del embudo, cuando frecuentemente el problema real reside en la incapacidad operativa de entrega (fulfillment) o en la falta de rentabilización de la base de clientes actual.
other thing too is if so often people are like oh we need you know it's they they see Revenue slow yeah and they say and it really it's we need traffic but it's we need more growth we need more top of funnel we need more sales we need more customers and then you you peer under the hood and you're like dude you're not you know you're not maximizing the customer base that you do have so not all revenue problems are sales problems very often it's a fulfillment problem yeah and that's
Escúchalo en el minuto 6:49
Alinear los incentivos de Marketing, Ventas y Operaciones con el valor de vida del cliente (LTV)
Medición y experimentosVincular las metas e incentivos de Marketing, Ventas y Operaciones al LTV y a la retención evita que los equipos optimicen métricas aisladas a corto plazo (como perseguir el menor CPL o CAC posible a costa de captar clientes no cualificados que cancelan rápido).
something bullish to say which is I think that all three departments should be incentivized according to the same think it's a lifetime value of a Marketing sales and Ops should all in some way be tied to LTV CU if you try to tie them to everybody's going to game the system so put a game in front of your people that says lowest cost per lead you'll get shitty leads if you do cost per acquisition of a customer lowest CAC you'll get shitty customers you know if there's there's nothing you can put in front of them outside of LTV in my opinion that doesn't have a
Escúchalo en el minuto 20:26
Retención y relación con el clienteContactar de forma personalizada y directa a aquellos clientes que compraron más de una vez pero han dejado de hacerlo genera información cualitativa irremplazable sobre objeciones, cambios de producto o fricciones, superando con creces las encuestas tradicionales o el NPS.
the whole thing dude I think Ecom misses this massively if somebody buys your ravenous for their food um once you've bought once you've tried it once you've bought twice I know you liked it anybody who's bought twice and hasn't bought again man is that an opportunity it's like I know you tried it I know you liked it what happened and chances are just feel like having a dedicated person do nothing but reach out to people that used to buy and haven't bought anymore at an absolute minimum it's great market research they can say yeah it doesn't insert objection here but if you're not doing that…
Escúchalo en el minuto 25:17
ConversiónCuando cada departamento se optimiza de forma aislada —marketing persiguiendo leads baratos, ventas enfocándose solo en cerrar y operaciones en retener—, se generan embudos desconectados que perjudican la conversión global del negocio.
seen in business are when your core departments aren't align most specifically sales and marketing although operations comes into play here too because if marketing wants the cheapest leads sales wants the deals that close operations wants the deals that retain and if you're intensiv ising each of those three departments according to just that level of analysis you're going to get three very broken funnels that don't even drop into the subsequent
Escúchalo en el minuto 0:11
Evitar comisiones de ventas a perpetuidad sobre ingresos recurrentes
Estrategia y decisiones de negocioPagar comisiones porcentuales a perpetuidad (como 5-10% sobre los ingresos totales) a comerciales en empresas de servicios deteriora gravemente los márgenes y crea un bloqueo insostenible: recortar la compensación más adelante destruye la relación con el vendedor.
you know the commission structure that I paid him like I think I paid him like five or 10% on everything into a job 11 I was like oh my God I'm giving away like 5% of the entire like all the revenue like that was how he was comped and like he had a pay salary dude that's that's half of most agencies margins I was like dude like this is why we parted was is like I can't pay you this way anymore yeah and I can't give you a pay cut cuz you're used to getting paid a experience where you realize you've over indexed and then you try to correct but now the person's so used to where they
Escúchalo en el minuto 18:23
Delegar la venta directa y separar marketing de ventas para escalar
Estrategia y decisiones de negocioPara escalar un negocio de servicios B2B más allá de las seis cifras, el fundador debe delegar el cierre de ventas mediante comerciales especializados y separar formalmente marketing y ventas en funciones independientes pero estrechamente coordinadas.
marketing to sale like marketing and sales I think need to be separate functions let's just sort of settle that really needed and that took us to a next level of scale I think that doubled soon a business owner you're on like the you know sixf figure million dollar range you're trying to get to that next level you're doing all your selling for you as soon as you actually have someone or you at least assisting you so first we started off with an assistant and then it turned into a full-blown actual we're actually a B2B company so we switched to a true B2B salesperson which as for me personally…
Escúchalo en el minuto 15:32
Retención y relación con el clienteReasignar parte del presupuesto de adquisición publicitaria para contratar a una persona dedicada exclusivamente a la retención y éxito del cliente ofrece mayor impacto en el negocio que seguir inyectando todo el capital en la parte alta del embudo.
would that cost me it cost you what a full-time employ cost you well would that be more effective than just taking the FTE salary and put it into ads had say cut your advertising budget down by whatever it would cost you to hire a retention specialist I think it's the most what's really actually important if you look at FTE obviously sales and marketing is way more important we realized that's a huge mistake that's restructure to the point where we now have a client success Department that their entire job is retention their entire goal is not only
Escúchalo en el minuto 27:26
Retención y relación con el clienteReasignar parte del presupuesto de adquisición publicitaria para contratar a una persona dedicada exclusivamente a la retención y éxito del cliente ofrece mayor impacto en el negocio que seguir inyectando todo el capital en la parte alta del embudo.
would that cost me it cost you what a full-time employ cost you well would that be more effective than just taking the FTE salary and put it into ads had say cut your advertising budget down by whatever it would cost you to hire a retention specialist I think it's the most what's really actually important if you look at FTE obviously sales and marketing is way more important we realized that's a huge mistake that's restructure to the point where we now have a client success Department that their entire job is retention their entire goal is not only
Escúchalo en el minuto 27:26
Retención y relación con el clienteReasignar parte del presupuesto de adquisición publicitaria para contratar a una persona dedicada exclusivamente a la retención y éxito del cliente ofrece mayor impacto en el negocio que seguir inyectando todo el capital en la parte alta del embudo.
would that cost me it cost you what a full-time employ cost you well would that be more effective than just taking the FTE salary and put it into ads had say cut your advertising budget down by whatever it would cost you to hire a retention specialist I think it's the most what's really actually important if you look at FTE obviously sales and marketing is way more important we realized that's a huge mistake that's restructure to the point where we now have a client success Department that their entire job is retention their entire goal is not only
Escúchalo en el minuto 27:26
ConversiónLa generación de demanda a través de marketing solo se traduce en crecimiento empresarial si el equipo de ventas tiene la capacidad y efectividad necesarias para convertir esas oportunidades, lo que exige una integración estrecha entre ambas funciones.
for a second we do all their marketing but we are so dependent on how effective their salespeople are in order for the effect of our marketing to really be the most impactful on their business which is another whole part to this which is like a a real challenge and how you integrate both together I think is is a really hard thing for a
Escúchalo en el minuto 8:10
Elegir un CRM simple como Pipedrive para equipos comerciales poco técnicos
ConversiónPara equipos de ventas que no están habituados a la tecnología, se recomienda iniciar con un CRM accesible y sencillo como Pipedrive para controlar el seguimiento comercial en el embudo, antes de migrar a plataformas más costosas y complejas como HubSpot que requieren un tiempo considerable de configuración.
company can use while keeping in mind the sales team who are unaccustomed to tools like CRM it's so funny because that's what I was talking about sales people suck at Tech yeah they do um um I'll answer that question in two parts we're we're now on hubs spot which we really do like but it's taken us an enormous amount of time to get to the point where we actually really like it I think one of the best cheapest methodologies especially for your first one and having been in sales for a long time is is pipe Drive dude I was just going to say the exact thing I pulled up pipe drive for that reason…
Escúchalo en el minuto 40:12
Medición y experimentosPara resolver problemas de crecimiento de forma efectiva, se debe analizar sistemáticamente cada eslabón de la operación (marketing, ventas, operaciones y éxito del cliente) e identificar con precisión el cuello de botella antes de gastar dinero en intentar solucionarlo.
we started off as a marketing to sales and then we went into Ops and we went into client success like every part and analyze your business and figure out where the holes are it's just such a simple thing to do and that's what changed for us like we did the analysis we did the hard work and figured out okay this was our problem and this is where we're going to spend the money to fix it and hopefully you can do the same
Escúchalo en el minuto 41:51
Estrategia y decisiones de negocioLos equipos de marketing y ventas deben estructurarse como departamentos separados porque manejan lógicas de proceso disímiles: ventas opera con flujos directos y lineales de tareas, mientras que marketing requiere una gestión de proyectos compleja y multinivel con múltiples dependencias.
combined too I think the I think the Departments have to be different that's why a department exists departments are separated by processes and participants so what processes do you follow and who's who's involved in that and marketing and sales have two separate people groups of people with two separate processes so I think trying to put them in the same dep department is really dangerous because sales clickup project management would be very narrow like you think about the sales Gant chart right like there's not a ton of dependencies there's probably not even a bunch of subtasks they might…
Escúchalo en el minuto 11:06
Dividir la estructura comercial entre cualificación y cierre
ConversiónEl rol de cierre de ventas no debe sobrecargarse con la prospección, investigación y filtrado inicial; una estructura comercial eficiente requiere dividir el proceso al menos entre un rol de cualificación y un cerrador.
man just just sales like my sales team is it's more than this but it's always been a minimum of two people I've got my my closer and then I've got what I'm for you but I couldn't take the closer and make him do every single intake call every single qualification or prequal all the vetting all the research all the whatever whatever it's an impossible job teeny teeny tiny sales was a two-person
Escúchalo en el minuto 4:05
Canales de adquisiciónCada canal social y de adquisición responde a algoritmos, formatos y audiencias radicalmente distintos; dominar una plataforma no garantiza el éxito en otra, por lo que sobrecargar a una sola persona con múltiples canales y tareas de ventas compromete la calidad de la ejecución.
dude just social let's just take social every one of those channels really if you're going to do them well needs an expert and maybe somebody could be pretty good at a couple of them you know like maybe okay if you're good at Facebook you're good at LinkedIn but then if you're good at Facebook or you're good with Instagram I don't think so because I'm good with Facebook I'm horrible with Instagram and if you're good with Instagram are you're good with Pinterest and if you're good with Pinterest are you're good with Tik Tok you know what I mean like just that YouTube is unto itself you need a…
Escúchalo en el minuto 5:02
Oferta y precioVender soluciones avanzadas antes de consolidar el trabajo operativo básico o sin que el equipo de fulfillment tenga la habilidad requerida genera una fricción crítica en el traspaso de ventas a operaciones y pone en riesgo el servicio.
we could do but then we'd hand them off to fulfillment and there were number one was yeah that's everything that we could do once you've hit some level of stasis but we need to do the grunt work first a and then B not everybody's capable of doing what John one-w punch where we were selling what we couldn't fulfill on which I think is personally I found the sales handoff to Ops much more challenging which is a
Escúchalo en el minuto 15:05
Retención y relación con el clienteAlrededor del 90% de los clientes que abandonaron una agencia de servicios se dieron de baja durante los primeros dos o tres meses, demostrando que el mayor riesgo de deserción ocurre en la fase inicial de la relación.
that we did an analysis in 2022 of all the customers that we lost and we found that most of them 90 some odd percent it was right around 90% first two to three months yeah so we
Escúchalo en el minuto 28:24
Retención y relación con el clienteLa retención de clientes solo es una prioridad real para el negocio si se le asignan tiempo y presupuesto específicos; sin esa inversión proactiva, el área de éxito del cliente queda relegada a apagar crisis de forma reactiva.
you know what's important to us well where do we spend our money and you know if you're not spending time and money in retention then retention is not very CS individual was just all he was doing was just putting out red keeping them is actually easier it really is if you dedicate the
Escúchalo en el minuto 35:15
Retención y relación con el clienteLa retención de clientes solo es una prioridad real para el negocio si se le asignan tiempo y presupuesto específicos; sin esa inversión proactiva, el área de éxito del cliente queda relegada a apagar crisis de forma reactiva.
you know what's important to us well where do we spend our money and you know if you're not spending time and money in retention then retention is not very CS individual was just all he was doing was just putting out red keeping them is actually easier it really is if you dedicate the
Escúchalo en el minuto 35:15
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