The sales cycle is the sequence of phases that a typical customer goes through when deciding to buy something. As a reference manager there are many opportunities you have to provide reference tools to help move customers through the sales cycle. Did you know that by mapping your customer reference program materials to your sales cycle can help move prospects through the sales cycle faster which ultimately closes more deals?!!! For the sake of this blog article, awareness is when a company realizes they might need a solution and are starting to do research, prospects are those that actually spend time on your website downloading assets etc and a lead is someone who is qualified by budget, request for a sales rep to contact them, identified timeframe, etc.
Awareness - Video testimonials, customer names/logos, success stories, customer success resources on company website, webinars, blogs and tweets
Prospect - Success stories, analyst reports
Lead - Sales References, Press releases/articles, white papers, RFPs, success stories and site visits
If you haven't done this exercise before, take some time and review your website to see what customer reference assets you have available for your prospects. It's a very eye opening experience I promise you. Have fun!
