Aligning Marketing and Sales to Improve Systems during Community Growth
THE SITUATION
The initial partnership between Creating Results and FellowshipLIFE saw growth through multiple community acquisitions. Each acquisition presented challenges, such as disparate Customer Relation Management (CRM) systems and varying marketing standards. This led to a collaboration between the marketing and sales teams of both Creating Results and FellowshipLIFE to align their strategies for more effective and efficient growth.
STRATEGY
To improve sales operations, it was necessary to standardize CRM inputs and outputs across the portfolio. The primary goal was to establish effective sales systems that would enable the FellowshipLIFE corporate team to analyze data and make informed sales decisions efficiently. This involved enhancing the CRM systems to ensure consistency and reliability across all communities.
As we developed a new marketing plan, we identified opportunities to create a more cohesive brand presence, particularly in event marketing. By adopting a more collaborative and fully integrated approach, we could focus on aligning visuals and messaging across all communities to enhance brand consistency and drive more lead results.
SOLUTIONS
CRM Enhancements: Upgraded and standardized CRM systems across all communities to ensure data consistency and reliability.
Metrics Based Sales Goals: Developed sales goals based on current performance and community expectations vs. a blanket goal that did not adjust based on individual performances.
Proactive Approach: Created a proactive approach by establishing clear sales processes and systems for managing new community acquisitions.
Reallocating marketing efforts (focus on organic): Allocating more resources to SEO to increase site performance and traditional efforts for brand awareness, while paying close attention to the return on FellowshipLIFE’s investment.
Adjusting Event Strategies: Implementing a more cohesive and comprehensive event strategy to generate more leads and nurture those prospects to sale.
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RESULTS
Entering a new year, Creating Results and the FellowshipLIFE sales and marketing team focused on optimizing their current communities’ efficiency and effectiveness. The established systems and processes will also facilitate smoother transitions for future acquisitions, aligning them with the FellowshipLIFE brand.
%
lead to sale conversion rate from Q2 to Q4 2024
new leads generated an increase of 40% YOY
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