Native is a leader in green construction and zero energy homes, headquartered in Austin, Texas. Native’s long-term desire is to build a franchise model and become a national brand. They first wanted to break the business as usual mold common in their industry and create something worth talking about, not just a company but a cause.
Native faced a challenge that confronts many marketing and sales teams. With a complex and sometimes lengthy sales cycle, it was difficult to measure the success of their marketing efforts. Reporting on marketing’s contributions to the bottom line was not well understood or measured and, as is the case with many marketing and sales teams, left the organization feeling disenchanted with the sales process and marketing’s ability to help drive revenue.
In an effort to generate and report on targeted leads, the Native partners forged agreements on the definition of a qualified lead. They also agreed to a methodology of converting and processing the leads and opportunities using an integrated marketing automation and built-in CRM system.
In addition, they qualified leads based on contact information and digital body language based on their goal of prioritizing people who had invested time on the website and completed primary activities that initiated campaigns or targeted sales processes. With a customized and automated marketing process delivering leads, sales committed to the follow-up process which was semi-automated with next specific dashboards that provided next steps and built-in communications. This allowed the executive team to now track significant progress on a dashboard reflecting the lead-to-deal funnel. No more guess work or dependency on a person to provide this information.
To further strengthen relationships and credibility with the executive and sales team every campaign is closely tracked to monitor activities and marketing messages. There is a weekly report that reveals resulting leads, sales opportunities, and pipeline value. Also a weekly newsletter, publishing calendar, real-time account activity notifications and live dashboards give further visibility to these investmetnts and marketing successes.
With these initiatives in place, Native’s executive and sales team are now able to better forecast the number of leads and opportunities and accurately predict the number of leads and opportunities required to achieve sales revenue targets.
The following gallery will provide you with a glimpse of Native’s systems and processes:
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