Strategy for business in 2025: what needs to be done to keep marketing from burning out

Sales is the lifeblood of any company. And at the moment, there is no shortage of opportunities to track sales performance. A sales growth rate that increases every year is a definite marker of success. There are many strategies you can use to increase your growth rate. No matter what your current and potential sales growth rate is, these strategies can take you to the next level. This article will highlight a few of them.

Utilize a CRM platform to increase sales growth

According to Pardot research, marketing leads don't convert to sales without a CRM platform 79% of the time. A CRM system typically results in a 30% increase in conversions.

So if you don't already have one, do yourself a favor and get the right CRM platform.

Here are a few ways in which your CRM platform can help you:

1. Target the right audience, create better customer portraits, and increase conversion rates.
2. Make decisions based on real-time data and reports.
3. Optimize and simplify your sales.
4. Automating your marketing and sales workflows can improve efficiency and accuracy.
5. Keep an eye on customer retention - the better the retention, the better the customer experience.

CRM is not just a tool, but a strategic tool for business growth. Without it, you risk losing a significant portion of potential customers. CRM implementation is an investment in the future of your business.

Customize your sales funnel

A sales funnel is a visual representation of the stages of interaction between a potential customer and your sales and marketing teams.

Unlike a classic sales funnel, a sales pipeline gives you a view of the steps taken by your sales reps and marketing team to drive purchases. A sales pipeline breaks down your larger sales goals into smaller tasks that can be easily tracked.

There are five stages in each sales funnel. But you need to customize it to get the most out of it.

To customize your sales funnel, follow these steps:

• Assess the health of your sales funnel. Senior management and sales leaders need to be aware of this.
• Update your customer portraits and find new potential customers.
• Identify your potential customer's pain points and problems. Then brainstorm possible solutions.
• Calculate the number of opportunities for each stage of the sales funnel and start generating leads.
• Set clear goals and measurable key performance indicators for each stage of the sales funnel.
• Assess the viability of each deal and identify actions that will encourage potential customers to move to the next stage.
• Update this process regularly. And make sure your approaches are scalable.

If you want to sell consistently, to increase your customers' LTV, then a sales funnel is an integral strategy for your business.

Optimize your marketing strategies

According to a McKinsey study, non-traditional sales channels, especially video, became a major source of revenue during the COVID-19 pandemic. Here are the key findings:

Changes in sales models:

• Traditional/personal selling has decreased by 55% (from 28% to 13%).
• Digital interactions with sales representatives increased significantly:

• Video conferencing increased by 69% (from 11% to 19%)
• Online chats increased by 31% (from 40% to 49%)

Preference for video over phone calls:

Video (e.g., Zoom, WebEx, Teams) is preferred over phone calls in all situations:

• 79% when meeting with colleagues within the company
• 76% when meeting with existing clients
• 76% when meeting with potential clients
• 77% when meeting with suppliers

This data shows a significant shift towards digital interaction channels, especially video, in B2B sales during the pandemic. Video conferencing has become the preferred method of communication, replacing traditional face-to-face meetings and phone calls in many business situations.

The survey was conducted by McKinsey among 3,626 respondents between July 27 and August 11, 2020, reflecting the rapid adaptation of businesses during the COVID-19 pandemic.

Although the pandemic is over, the demand for digital communication channels has not diminished. On the contrary, the COVID-19 period has given businesses and consumers a taste for quick and easy shopping, simplifying communication and freeing up time for other strategic endeavors.

Make the sales territory mapping process smarter

If the sales territory map is done correctly, the right sales rep will be able to target the right potential customer at the right time.

Traditionally, sales territory mapping has been based entirely on location. However companies are increasingly using smart sales mapping technology to redefine it. Follow these three steps to get started.

1. Set measurable goals and objectives for each stage of the sales funnel in each sales territory. This may include financial KPIs or goals such as attracting more new leads from one specific segment or territory.
2. Make sure your segmentation aligns with your overall goals. Segmentation can be based on location, customer lifecycle stages, previous user behavior, and interests.
3. Match the right sales representative with relevant sales territories. When assigning a territory to a sales rep, consider factors such as experience, strengths, and location. Finally, make sure your changes are scalable and support clear internal communication.

Use direct selling to your advantage

Direct selling is the process of selling products outside of retail, without middlemen. Success in direct selling varies from person to person.

People get into direct selling and stay in the business for a variety of reasons, so it's not surprising that there are many definitions of success. The amount of effort expended in selling and the amount of revenue generated can vary greatly depending on a person's motivation to get involved and stay involved in direct selling.

Utilizing direct selling can reduce the influence of intermediaries and lower costs. The research identifies three main categories of motivations:

Product motivations:

Some people just love a company's products or services and want to buy them at a discount. 53% become salespeople to be "product advocates" and 61% continue for the same reason. 64% both start and continue for the sake of product discounts.

Lifestyle-related motivations:

Others are attracted by flexibility, work/life balance, and social aspects such as connecting with people and recognizing accomplishments. 59% start because of flexibility and 61% continue for this reason. Networking is important to 39% of those starting and 47% of those continuing. Recognizing accomplishments motivates 25% of novices and 36% of experienced salespeople.

Entrepreneurial motivations:

Some choose direct selling as an opportunity to earn extra income or build a more serious business with greater income potential. 48% start for long-term supplemental income and 54% continue for that reason. Short-term income is important to 35% of those starting and 29% of those continuing. Income potential appeals to 41% of beginners and 50% of experienced salespeople. Career advancement motivates 19% of newcomers and 29% of continuing salespeople.

These data show that motivations in direct selling are varied and can change over time, emphasizing the individual nature of success in this field.

However, there is one caveat in direct selling: your sales reps or partners should not prioritize bringing in new salespeople over product presentations. This can turn into a pyramid scheme that will significantly undermine your brand's credibility.

Focus on building relationships with potential customers rather than expanding your direct sales network.

Use AI to augment, not automate

AI is already mainstream, but can these powerful algorithms replace salespeople - humans!

Many tests have concluded that this technology is unable to mimic the human touch, which is an integral part of sales (let's be honest: an email created by artificial intelligence without corrections or editing catches the eye like a swollen finger from a wasp sting).

But how can marketers leverage AI without losing the human connection? John Burrows, CEO of JB Sales, recommends being selective in your use of AI. He suggests turning to yourself and asking yourself, "What can I do that a computer can't?"

Automate internal processes with AI to accelerate business growth and provide a more personalized and live experience for each customer.

Content is the key to building trust

You've probably heard the saying, "Content is king." It's common, but it's slowly creeping into sales as well.

Today's buyers are more informed than ever before. They can tell when a deal is worthless or the seller is too devious. This doesn't mean sellers are powerless, but they need to take a different approach to have an impact.

According to Alex Hayden, CEO of Closify, the best approach is to become a resource for buyers, providing them with the right content at the right time.

He emphasizes that "as the marketplace becomes more sophisticated, pushy sales techniques are disappearing. The new way of selling is to deploy sales assets such as case studies and training. Content - marketing needs to become the center of attention."

Double down on social selling

Sharing content with potential customers is good, but having a platform to distribute it is even better.

You need to post content everywhere: short videos, long-form videos, newsletters and tweets, and repurpose content across all platforms. Have as many touchpoints with as many potential customers as possible.

The more touchpoints you create, the more opportunities you have to engage potential customers. On top of that, a social media presence naturally opens the door to thought leadership, which is another way to build trust.

If you are an authority in your field, not only do you get more inbound messages, but your outbound results improve.

Using voice assistants to make purchases

Voice Commerce or the use of voice assistants for commerce is changing the way consumers interact with e-commerce platforms by offering a convenient and touchless shopping experience.

Voice assistants such as Amazon's Alexa, Google Assistant, and Apple's Siri allow users to search for products, place orders, and track delivery using voice commands. As voice-recognition technology becomes more sophisticated, Voice Commerce could become a major online shopping channel.

E-commerce companies that optimize their platforms for voice search and voice transactions will be able to capitalize on this new trend and cater to the growing segment of consumers who prefer voice.

Online - augmented reality (AR) shopping

Augmented reality (AR) is revolutionizing the online shopping experience by bridging the gap between virtual and physical retail environments. AR technology allows consumers to visualize products in their real-world environment before purchasing, increasing confidence and reducing returns.

AR allows shoppers to make more informed purchasing decisions, from trying on virtual clothes to previewing furniture placement in homes.

As AR technology becomes more accessible and affordable, e-commerce companies can utilize AR capabilities to increase engagement, boost conversions, and differentiate themselves in the competitive e-commerce marketplace.

Integrate classic strategies with innovative ones

Artificial intelligence, automation, and personalization are becoming key tools in modern sales. By combining traditional methods with digital solutions, companies can streamline processes, increase efficiency, and create a more personalized customer experience.

Creating valuable content, leveraging social media, and providing personalized recommendations are just ways to build trust and increase customer loyalty.

Sales is a field of opportunity. New technologies and changing consumer habits open up new horizons for companies. The main thing is to be ready for changes and actively use them.