The startup mantra is scalability. Build your product and IP. Leverage it for high growth that attracts investors. Repeat for the next funding level and continue until you exit.
Tech scalability is well known. Code is the ultimate example of reusing a resource at virtually no cost.
Sales scalability though is still a mystery. Marketing and sales are a custom, personnel-intensive, and thus costly part of company operations.
But that doesn’t have to be the case.
In Scaling Sales: From Craft to Machine Jeff Bussgang writes about successful sales models. Sales teams though are just a part of sales and marketing process.
Here is how you engineer a complete solution.
2. Understand customer sales psychology. A typical product sale is actually a series of customer buying decisions. This Point of Decision approach requires separate marketing and sales processes with appropriate offers.
3. Manage the entire funnel. Every step of the marketing and sales process needs to be optimized from prospecting to lead gen to lead nurturing to sales conversion to repeat or upsales.
4. Employ a marketing system. Just like the tech investment in reusable code, a marketing investment in Point of Decision automated campaigns for direct or rep-closed sales features a low recurring cost. Incremental sales have a much lower allocated marketing and sales cost that hikes margins and accelerates profitability.