Sales & Marketing
GOSPA
Companies come to Artisan when they want to grow and improve sales.
Artisan quickly derives consensus with executives through a strategy called GOSPA. Many customers use our consultants in leadership roles for operational execution.
G We solidify Goals with C-Level Executives.
O We work to understand and create Objectives to meet those Goals with C-Level Executives and VPs.
S We derive Strategies for each Objective with the VP and their Director(s).
P We create Plans for each Strategy with the Director and their Manager(s).
A We create Actions for each Plan with the Manager and their staff.
G We solidify Goals with C-Level Executives.
O We work to understand and create Objectives to meet those Goals with C-Level Executives and VPs.
S We derive Strategies for each Objective with the VP and their Director(s).
P We create Plans for each Strategy with the Director and their Manager(s).
A We create Actions for each Plan with the Manager and their staff.
Some of the Sales & Marketing Use Cases we are employed to work on:
- Sales & Marketing Alignment
- Sales & Marketing Strategy and Operational Execution
- TAM Creation – A prioritized list of the Total Addressable Market (TAM)
- TAM Segmentation Advisory
- Persona Creation, Messaging Cadences and Automation of Delivery
- Demand Generation Strategy and Operational Execution
Proprietary Sales Methodology: The Artisan Hunting Sales Machine
Reference Article: Fractional CMO – Everything you need to know – LinkedIn Article Joshua Irons
True transformation begins with a decision to adapt new technologies and processes to improve outcomes.
Silos are breaking down at larger organizations revealing opportunity that spans across disciplines. Operations as related to Sales, Marketing, and Customer Success must be understood as a single Customer Journey. Analytics and Data enable the ability to clearly gain Insight and tell the correct story across these separate disciplines.
Individual measurements of these departments must align with measurements from the other departments. With new tools, capabilities, and outreach landscape, there is a shift in responsibility that has created confusion, duality, and counter-acts the positive, individualized customer experience desired.
While traditionally Marketing has been responsible for demand generation, campaign execution, systems and data, these functions are now at the fingertips of Sales people. A shift in focus from demand generation to expanded content creation is underway for many marketing departments leaving Sales to operate outreach tooling.
As organizations see friction in the ever changing abilities to maximize outreach and touch with prospects and customers, Artisan is an external partner offering best practices leadership.
Artisan helps companies understand, optimize and execute on company changes that drive better outcomes.
Unified messaging integrated across a variety of channels will reflect a company’s branded identity.
Unique buyers and supporting personas within the ecosystem require individualized, custom approaches that also scale.
You must control the identity of your company. This requires a coordinated level of execution, content creation, sales/marketing/customer success processes that interact, communicate, and speak the same story using the appropriate language for the role and situation.
The core identity is the website and all messaging, materials, resources, both internal and external facing should reflect uniformity and corporate identity. The customer journey should be tied to all available channels (Social Networks, Mobile Apps, Industry Sponsorship, Event Participation, Content Builds) and offer delightful, unique, and rewarding engagement.
Artisan helps shape identity by quickly learning and assimilating consensus. Labeling, Messaging, Playbooks, Toolkits, Training Kits, Omnichannel Engagement Design, Social, Partnerships, and Streamlined processes all contribute to building out a strong corporate identity.
| 1. Define your audience: Identify who your target audience is, and tailor your website to meet their needs and preferences. | 6. Use clear and concise content: Use clear and concise language to communicate your message effectively, make sure content is easy to read and understand. |
| 2. Create a clear and simple navigation: Make it easy for users to find what they’re looking for by creating a clear and simple navigation structure. | 7. Use calls-to-action: Use calls-to-action throughout website to encourage users to take action, such as signing up for a newsletter or making a purchase. |
| 3. Optimize for mobile: Ensure website is optimized for mobile devices, as a significant number of users access websites on their smartphones and tablets. | 8. Make sure the website is accessible: Make sure that your website is accessible to users with disabilities by implementing web accessibility guidelines. |
| 4. Use high-quality images and videos: Use high-quality images and videos to enhance the user experience and make your website more engaging. | 9. Test and optimize: Test your website on different devices and browsers and use tools like A/B testing to optimize its performance. |
| 5. Optimize for search engines: Implement search engine optimization (SEO) best practices to improve your website’s visibility in search engine results. | 10. Keep it up-to-date: Keep your website up-to-date by regularly adding new content, updating old content, and fixing any broken links or errors. |
Prospect, Customer, even Employee Journeys must have multi-step engagement outlines. Streamlining requires multiple campaigns and touch points focused on specific measurable outcomes. Such as:
| Creating a prioritized TAM | Contact List creation | Commercials & Videos |
| Website Creation | Training Materials | Engagement Tool Creation |
| Sales Outreach | Inbound Demand Creation | SEO & Paid Search |
| Nurture Marketing | Mobile Marketing | Branded Apps. |
| Customer Segmentation | Persona & Profile Creation | Alignment of Campaign to Sales Stages |
| Marketing Calendar Creation & Alignment |
Automation is key to scale. Artisan utilizes best of breed technologies that generally integrate with other systems.
The focus is on processes that are easily setup, executed, and trained.
Templates provided by Artisan bring you 80% of the way on most Sales and Marketing functions.
Visitor activity tracking, interaction analytics, lead scoring, nurture programs, content creation, gated content, landing pages, social media discipline all assist in gaining inbound traffic to the sales funnel.
SDR Cadences, LinkedIn Navigator List Creation, Opportunity/Account/Contact/Lead CRM Hygiene & Process, Customer Discovery Deck, Deal Project Outline, Probability Methodologies all assist the sales funnel in closing deals.
Artisan works with sales and marketing teams to optimize process, install and maintain automation tooling on a project or ongoing support basis.
Artisan works with a number of tools and can deliver an optimized methodology for use:
| Customer Relationship Management (CRM): Used to manage customer interactions, sales processes, and data. (ex. Salesforce, HubSpot, Zoho CRM) | Sales Productivity Tools: Used to improve effectiveness of sales teams, such as calendar scheduling, document collaboration, data visualization. (ex. SalesHandy, DocuSign, Tableau) |
| Sales Automation: Used to automate repetitive tasks such as emailing, scheduling meetings, tracking leads. (ex. Pipedrive and Hubspot Sales) | Sales Forecasting: Used to predict future sales and revenue, and provide insights on sales trends. (ex. Salesforce Forecasting, Zoho CRM Forecast, and InsightSquared) |
| Email Marketing: Used to create and send email campaigns, track open rates and click-through rates, segment email lists. (ex. MailChimp, Constant Contact, Salesloft, Outreach) | Sales Coaching and Training: Used to train and coach sales teams, including providing feedback and analytics on performance. (ex. Lessonly, Salesloft, Gong, and SalesHood) |
| Marketing Automation: Used to automate and streamline marketing processes, such as lead generation, lead nurturing, campaign management. (ex. Marketo, Pardot, and Hubspot) | Quoting and Proposal: Used to create and manage quotes and proposals, streamline the sales process. (ex. Proposify, PandaDoc, and DocuSign) |
| Sales Intelligence: Used to gather data on prospects, markets, customers and provide insights on their behavior and preferences. (ex. DiscoverOrg, LeadIQ, and ZoomInfo) | Social Selling Tools: Used to identify and engage with potential customers on social media platforms. (ex. Hootsuite Insights, LinkedIn Sales Navigator, Dripify) |
If you need a partner who can help reduce your costs, streamline operations or increase revenue, let’s schedule a discussion. Book a slot with Artisan on your calendar.