To increase the number of leads, marketing built a lead data-capture campaign that capitalized on untapped information in the database. Ten of the top-tier clients purchased $200,000+ worth of product as a direct result. They also built a concierge lead process to ensure valued prospects received rapid response and five-star support. The team closely monitored the efficiency with which they collected leads, refined tools that captured lead information, and worked with data entry to get leads enteredĬorrectly and quickly. The sales team had often been frustrated with the quality of leads coming from marketing, so marketing revisited the lead-scoring process. To build the strongest, most efficient sales/marketing relationship at VitalSmarts, marketing set out to improve the lead-scoring process, instigated candid and consistent communication between the departments, and sought ways to meet client needs. The sales team is marketing’s most important internal customer. VitalSmarts’ record-breaking performance was achieved not just by outstanding teamwork, but also by the simple strategy of strengthening the marketing/sales relationship. Strengthening the Marketing/Sales Relationship “Our hard working team works closely with the rest of the organization to contribute to the company’s continuing success.” “We were honored to receive this recognition from The American Business Awards,” said Mary McChesney, senior director of marketing at VitalSmarts. This marketing success was recognized when VitalSmarts received the Stevie Award for Marketing Department of the Year at The 2010 American Business Awards. While 73% of VitalSmarts’ competitors experienced declining activity in 2009 (according to the Association of Learning Providers VitalSmarts had achieved its largest-ever annual revenue. In 2009 the VitalSmarts marketing team increased sales leads by 13%, which contributed to an increase in the company’s annual growth of 7% over 2008. Here we look at what they did to achieve this. Tweet VitalSmarts of Provo, Utah received the Stevie Award for Marketing Department of the Year in the marketing awards categories of The 2010 American Business Awards.

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