Achieving consistent lead flow from marketing campaigns is one thing. But translating that into high multiple returns over time is another thing. We’re fortunate to partner with some wonderful businesses that have consistently demonstrated the ability to generate high levels of return from their marketing over time.
There are some common qualities we observe across our best clients… on the surface, they’re disciplined in their approach, they’re converting more enquiries into sales, more consistently. They seem to have better margins and their customer lifetime value is higher than their competition. But what are the key qualities that result in this outperformance?
We’ve put together 7 of the most common traits that we’ve observed amongst our best clients (regardless of industry niche), here they are:
There's a strong focus on discipline and process, across all parts of the company. There is a well-held belief that consistency comes from having processes and systems that are followed diligently, ranging from documented sales call scripts, written operational processes or QC/QA checklists.
Sales processes are constantly being evaluated and improved. A strong link exists between marketing and sales, with a feedback loop that seeks to ensure that marketing and sales are always working together, rather than working against each other.
Marketing is a clear priority for the business. They are proactive and engaged when collaborating with us, never missing meetings and always coming prepared.
A long-term outlook that looks beyond short-term gyrations in consumer sentiment and industry cycles. This long-term outlook is reflected in their marketing strategy. Downturns are seen as an opportunity to boost advertising spend and market share.
A mindset for growth and improvement. Always working on identifying constraints and improving systems and processes to improve customer experience or to make operations more efficient and reliable.
Speed. Decisions are made quickly. New ideas are assessed and implemented at speed.
Single point accountability. There is a clear single point of accountability for marketing. This leads to clearer direction, faster decisions and better communication flow.