Larry Kaul, Founder and CEO, Kaul Sales Partners
Agile sales methodologies have been widely adopted across your industry for a reason: They reduce risk and cost while getting you to market faster. Your sales and marketing process shouldn’t be any different.
We have found that many software, mobile app and web development firms aren’t tying the “minimum viable product” (MVP) and fast-launch concepts to sales.
Here’s what we have found: Companies try expensive experiments like highly researched single-contact outreach, conference networking (and similar thought leadership tactics), cold calling and investment in a handful of CRM or automated marketing tools. Trying a bit of this and that to see what works isn’t agile. It’s confusion.
We have seen great results when businesses sprint to the sales version of an MVP, quickly collaborating with key internal and external folks to clarify the target and get a campaign going not now, but right now. There’s no sense in banking on slow-build or scattershot tactics.
Here are the hallmarks of a more effective “agile sales methodology” approach:
- Engaging key leaders so that you can tie your sales and lead generation efforts to your true business drivers, gaining rapid clarity on what the sales version of your MVP looks like.
- Move quickly and get your campaign out, because just like your products and services, you’re going to push it through rapid iteration and adjustment as required.
- Continuous release: While previous sales campaigns are being monitored and tweaked, you’re going to put out a new campaign every two months with a distinct target, situation and opportunity in mind.
If you have the right resources in place (strategy, research, copywriting, pipeline management infrastructure and consultative selling muscle), you’ll see good things happening in short order.
While you interpret market feedback on your first campaign, you’ll constantly be finding new ideas to roll into your subsequent campaign (adjusted targeting and messaging).
To be clear, this is not ad hoc experimentation. Your campaign approach must be planned out ahead of time and girded with both proven methodology, the proper support and a sense of your baseline — how to gauge your efforts against previous opportunity-to-close rates, and what companies of your maturity and offering tend to achieve.
We have seen agile techniques work incredibly well when extended from a company’s product/service offering to its business development efforts.
As always, curious to hear what’s working (and what’s not) in your world. Reach out if you’d like to discuss!