• Compress the buying cycle
• Improve forecast accuracy
• Align marketing and sales

• Improve marketing ROI
• Deliver richer engagement with the buyer
• Get more out of the marketing automation system approach

Defining the Buyer’s Cycle is core to our approach. The Buyer’s Cycle describes the process used by the buyer to make the initial and subsequent purchases. The Buyer Cycle forms the basis for understanding the progression of leads from first contact through final purchase decision. All marketing activities and sales stages are mapped to this Buyer’s Cycle. Opportunities to optimize the buyer’s decision process are identified by mining buyer data in the marketing and sales software systems (e.g., CRM, marketing automation, web analytics, social media, etc.) and tribal knowledge from the sales professionals. The buyer’s activities, key behaviors and time line are benchmarked based on recent sales.

The Buyer’s Cycle is also used to map the current marketing activities to identify missing assets, sales tools and campaigns.

We develop campaigns, programs and assets to accelerate the Buyer’s Cycle. We execute the campaigns and programs including, if necessary, copywriting, content development, marketing automation coding, scoring and reporting.

We involve the sales teams, as well as the marketing team, in the development, refinement, execution and improvement of the framework, campaigns and models. The sales teams are often the only people who talk directly with the buyers and their input and observations are vital to understanding the buyer’s behavior and needs at each stage. We measure the results and share them with the sales and marketing teams. Their observations and experience help us to improve the next round of campaigns and refine the framework.