Your Customer’s Buying Cycle
In the years that I’ve been a marketer I’ve come to be known as a person who works well with cross-functional teams. I work closely with, and respect, my colleagues within an organization. By definition Marketing is a process that follows a strategic direction in order to deliver some kind of “return” for the organization. I can’t fathom being able to develop that process without working with others who have a common organizational goal. Can you?
The marketing process starts with a better understanding of who is doing the buying
For that, I begin with the Sales team. These are the folks who are the closest to the customer and prospect. They may have a short term focus but certainly do have their finger on the pulse. For that reason this marketer enjoys listening to the feedback the Sales organization can provide.
To better understand the customer I also use statistical research either supplied or created, qualitative results from conversations or a survey, and product order history. I work to understand if what we have to offer is in fact what the customer wants — working to know as much about the ideal customer, their buying process, and the opportunity for the product and the business as a whole.
This type of logic goes for organizations of all sizes. Paying attention to your customers, and understanding whether they are satisfied is key. Have you surveyed your customers? Do you know why customers keep coming back? Why do they leave? Do you understand where your prospects are shopping, and why? How well do you understand what motivates them to buy?
The end game is for you to tailor your marketing efforts so that they motivate a buyer to do something you want them to do. For that, you need to really understand them. Your customers buying cycle will dictate what to say and how to say it, what marketing tools you create, and the success of your marketing efforts. Now, won’t your valued sales team appreciate that?