Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual
includes an example policy, procedure, a list of topics, forms and job descriptions Sales & Marketing Policies and Procedures Manual Sales and Marketing Procedures manual takes best practices and sound advice from experts in the sales and marketing fields and brings them together in one well organized, easy-to-use, and readily customizable template to manage your sales and marketing processes. The Sales and Marketing Procedures manual helps you organize and manage these essential functions, giving you direction and guidance to help you turn the art of marketing and sales into science. This manual helps you break down the barriers between sales and marketing departments. It emphasizes communication and unity of purpose, helps you set a clear course for your sales and marketing strategy, and lays the foundation for continual improvement.
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Includes seven (7) modules: 1. Introduction and Table of Contents 2. Guide to preparing a well written manual 3. A Sample Sales & Marketing Executive’s Manual covering common requirements and practices 4. 41 Policies and 102 corresponding forms 5. Guide to Internet Marketing 6. 22 Job Descriptions covering every position referenced in the Manual 7. Complete Index
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Sample Policy from Sales & Marketing Policies and Procedures Manual Sales Section: Qualifying Leads
Document ID SL1020 Revision 0.0 Effective Date mm/dd/yyyy
Title QUALIFYING LEADS Prepared By Preparer’s Name/Title Reviewed By Reviewer’s Name/Title Approved By Final Approver’s Name/Title
Print Date mm/dd/yyyy Date Prepared mm/dd/yyyy Date Reviewed mm/dd/yyyy Date Approved mm/dd/yyyy
Policy:
In order to focus the efforts of the professional sales staff, the company shall determine which leads generated by advertising, marketing, and sales are prospective customers that should receive a sales call.
Purpose:
To outline the procedure for classifying sales leads and to identify leads ready for the attention of the professional sales staff.
Scope:
This procedure applies to all sales leads generated by marketing, advertising, and sales efforts.
Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual
includes an example policy, procedure, a list of topics, forms and job descriptions Responsibiliti es:
Marketing shall regularly provide the Sales Administrators with all leads generated by inquiry forms. Marketing shall adjust marketing techniques according to leads and sales statistics provided by Sales Management. Sales Administrators shall gather information in order to qualify leads according to the prospect of potential sales, then attempt to set a sales call appointment for qualified leads. Sales Administrators shall also maintain a Leads Database, for information about all incoming leads, and a Prospects Database, for information on qualified leads. Sales Administrators shall complete the SL1020-3 – LEAD QUESTIONNAIRE and maintain the SL1020-2 – PROSPECT DATABASE Sales Management shall set the qualifying procedure, define the qualifying parameters, and supply the Sales Administrators with the proper training, forms, and tools necessary to qualify leads. Sales Management shall also monitor and adjust the qualifying procedures and its associated forms and records in order to maximize efficiency and meet lead, prospect, and sales targets. Professional Sales Staff shall provide information to the Sales Management on a daily or weekly basis on the sales status of qualified leads.
Definitions:
Lead: Any potential customer whose name and/or information was garnered through sales, marketing, or advertising techniques. Lead Inquiry Form: A brief questionnaire form (available through trade shows, web pages, and advertising tear cards for example), that has been completed and submitted by a potential customer. Qualified Lead or Prospect: A business, organization, or individual identified by the company as having: a current or impending need; the resources to purchase or lease the Company's product; and the authority to purchase/lease.
Procedure:
QUALIFYING LEADS PLAN 1.1
Sales Management shall communicate daily/weekly targets for the number of incoming leads and the number of qualified leads stated in the SL1010-1 – SALES MANAGEMENT PLAN to Sales Administrators.
1.2
Sales Management shall develop a process to assign a category to incoming leads according to the source of the lead and the information available about the lead.
Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual
includes an example policy, procedure, a list of topics, forms and job descriptions 1.3
Sales Management shall provide all the necessary forms and schedules required for qualifying leads.
1.4
Sales Management and Marketing Management shall develop a SL1020-2 – PROSPECT DATABASE.
1.5
The Sales Administrators shall process incoming leads according to the Qualifying Lead Procedure, determine status of lead quality according to defined categories, and take the appropriate action as determined by SL1020-1 – PROSPECT MANAGEMENT PLAN.
1.6
The Sales Administrators and Professional Sales Staff shall maintain the SL1020-2 PROSPECT DATABASE.
1.7
Sales Administrators and Professional Sales Staff shall submit regular (daily/weekly/monthly) reports to Sales Management with information on the number of incoming leads and their sources, qualified leads and their sources, and sales and their lead sources.
QUALIFYING LEADS 2.1
Marketing and the Professional Sales Staff shall supply the Sales Administrators with leads on a daily basis through the MT1060-2 – LEADS DATABASE.
2.2
Sales Administrators shall enter the information available on the Lead Inquiry Form into the MT1060 LEAD DATABASE and onto a Lead Questionnaire.
2.3
Sales Administrators shall interview leads to collect and/or complete the required lead information using the SL1020-3 – LEAD QUESTIONNAIRE.
2.4
2.5
Sales Administrators shall start the qualifying lead for phone inquires upon receiving the call.
Sales Administrators shall respond to inquiry forms received by mail, web forms, or email within 48 hours.
The Sales Administrator shall evaluate the lead and its associated information and make a determination on the qualifying status according to the SL1020-3 – LEAD QUESTIONNAIRE and the required action according to the SL1020-1 – PROSPECT MANAGEMENT PLAN.
Any Lead determined by the Sales Administrator to fit into Category 3 or Category 4 on the SL1020-3 – LEAD QUESTIONNAIRE shall be deemed a qualified lead or prospect.
The Sales Administrator shall update the MT1060 LEAD DATABASE and enter qualified leads and associated information into the SL1020-2 – PROSPECT DATABASE.
Sales Administrators shall attempt to set a sales appointment within two weeks for all qualified leads.
Each subsequent contact with a lead by a Sales Administrator or the Professional Sales Staff shall result in a re-interview of the lead. The
Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual
includes an example policy, procedure, a list of topics, forms and job descriptions information on the SL1020-3 – LEAD QUESTIONNAIRE shall be updated and the qualifying status of the lead re-evaluated. The MT1060-2 – LEAD DATABASE and SL1020-2 – PROSPECT DATABASE shall be updated after each lead contact 2.6
The Sales Administrator shall complete the SL1010-3 – SALES-LEADS TARGETS form with the actual number of leads interviewed, the number of leads qualified, and the number of sales appointments set, and submit the form to Sales Management daily or weekly.
3.0
MONITORING THE QUALIFYING PROCESS
3.1
Sales Management shall review daily or weekly the information provided on the SL1020-2 – PROSPECT DATABASE leads, to determine if targets leads contacted, leads qualified, and sales appointments are being reached.
3.2
Sales Management shall review daily/weekly on the MT1060 LEAD DATABASE and the SL1020-2 – PROSPECT DATABASE to determine which marketing, advertising, and sales efforts are most effective at providing leads, qualified leads, and sales appointments.
4.0 4.1
IMPROVING THE QUALIFYING PROCESS Sales Management shall review and improve, as required, procedures and forms for effectively qualifying leads and meeting sales pipeline goals including the following:
Information collected in the on MT1060-3 – LEAD DATABASE and the SL1020-2 – PROSPECT DATABASE
Information collected during lead interviews and how information is used to qualify leads (category placement, number and types of categories) on the SL1020-3 – LEAD QUESTIONNAIRE
Sales pipeline goals
The SL1020-1 – PROSPECT MANAGEMENT PLAN
4.2
Sales Management shall meet regularly with the Sales Administrators to review the SL1010-3 – SALES-LEADS TARGETS and make improvements and adjustments in the qualifying leads process.
4.3
Sales Management shall meet regularly with Marketing to review which marketing techniques provide the largest number and highest percentage of leads, qualified leads, and sales appointments.
References: A. Sales & Marketing Executives' Manual
Section 5.3.3 – "Qualifying Leads"
Additional Resources:
Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual
includes an example policy, procedure, a list of topics, forms and job descriptions
A. Principles of Marketing - Part 18: The Selling Process, KnowThis.com, http://www.knowthis.com/tutorials/principles-ofmarketing/the-selling-process.htm
Forms/Records: SL1020-1 – PROSPECT MANAGEMENT PLAN SL1020-2 – PROSPECT DATABASE
SL1020-3 – QUALIFYING QUESTIONNAIRE
Revision History: Revisi on 0.0
Date
Description of changes Initial Release
Requested By
Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual
includes an example policy, procedure, a list of topics, forms and job descriptions
SL1020-1 – PROSPECT MANAGEMENT PLAN Category
Description
Action
0
Not a potential customer; no interest or need in product or service
Note on Leads Database
1
A lead whose needs and status are unknown
Attempt to gather further information and find a point of contact and note in Leads Database.
2
A lead that uses a provided product or service, but does not have a current or impending need, or lacks the resources or authority to purchase a provided product or service, or has low interest in the product or service
Maintain mail/email contact, note dates of future activity in Leads Database
3
A lead that has an future, but not impending need, has the resources, and has the authority to buy or use a provided product or service, or has moderate interest in the product or service
Add to Prospects Database, pass prospect information to Sales.
4
A lead that has a current or immediate need, has the resources, and has the authority to buy or use a provided product or service, has a high level of interest in the product or service, and is willing meet with Sales.
Add to Prospects Database, Set Sales appointment, Pass prospect information to Sales Staff.
SL 1020-2 – PROSPECT DATABASE Company Name
Primary Activity
Comments: Approval:
Address
Contact
Contact Phone
Contact Title
Prospect Category
Qualifying Points
Comments
Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual
includes an example policy, procedure, a list of topics, forms and job descriptions Date
Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual
includes an example policy, procedure, a list of topics, forms and job descriptions
SL1020-3 – LEAD QUESTIONNAIRE Completed by: Contact Information: Name:
Title:
Phone:
Email:
Date of Inquiry:
Date of Interview:
Company: Company Address: Primary Business Activity: Secondary Business Activity: Product/Service Inquiry: Source of Reference: Timeframe Product/Service Needed: Number of Employees: Number of Locations: Number of Employees at this location: Primary Customers: Funding Available for Product/Service?: Current Provider/Vendor: Yearly Quantities/Sales: Authority to Purchase?: Problems to be Solved by Purchase: Desire Sales Appointment?: Sales Appointment Date/Time:
Appointment Location:
Overall Prospect Category: 0 - No need or interest in Product/Service: 1 - Required information not available 2 – Uses Product/Service, has low interest, no impending need, or no funding 3 – Uses Product/Service, has moderate interest, and a future need 4 – Uses Product/Service, high interest, immediate need, and funding; sales appointment Comments:
Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual
includes an example policy, procedure, a list of topics, forms and job descriptions
Sales & Marketing Policies and Procedures Manual: 41 Prewritten Policies and Procedures 1. 2. 3. 4. 5. 6. 7. 8. 9.
Marketing Planning Strategy Team Stakeholder Analysis Vision and Mission Marketing Research/ Analysis Situational Analysis Goals and Objectives Marketing Strategy Marketing Plan Social Media Strategy
10. 11. 12. 13. 14. 15.
Marketing Tactics Advertising Internet Marketing Public Relations Trade Shows/Events Direct Mail Lead Management
16. 17. 18. 19. 20.
Sales Customer Life Cycle Management Sales Management Qualifying Leads Sales Calls Customer Improvement
21. 22. 23. 24. 25. 26.
Sales ( Con’t) Customer Service Telephone Answering Policy Complaint Handling Post-Sale Customer Follow Up Customer Satisfaction Survey Service Satisfaction
27. 28. 29. 30. 31. 32. 33.
Sales and Marketing Administration Document Control Record Control Sales Supplies Sales Compensation Sales Hiring Sales Training Meetings
34. 35. 36. 37. 38. 39. 40. 41.
Product Management Product Life Cycle Management Product Development Product Launch Product Recalls Customer Requirements Warranty and Service Policies Service Parts Pricing Customer Returns
Job Descriptions: A complete job description is included for each of the 22 positions referenced in the Sales & Marketing Polices and Procedure Manual. Each position includes a summary description of the position, essential duties and responsibilities, organizational relationships, a list of the procedures where the position is referenced, specific qualifications, physical demands of the position, and work environment. Accounting Manager Board Member Chief Executive Officer (CEO) Customer Service Manager Customer Service Representative Director of Quality Engineering Manager Human Resources Manager
Internet Marketing Manager Manufacturing Manager Marketing Manager Marketing Researcher Procurement Manager Product Development Assistant Product Manager
Production Manager Public Relations Manager Quality Manager Sales Manager Sales Representative Service Manager Trade Show Coordinator
Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual
includes an example policy, procedure, a list of topics, forms and job descriptions
102 Corresponding Forms and Records 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25.
Marketing Planning Project Planning Timeline (Sample) Project Status Report Strategy Team Review Checklist Project Progress Review Checklist Stakeholder Analysis Matrix Stakeholder Analysis Review Checklist Stakeholder Analysis Report Market Segmentation Worksheet Marketing Database Market Analysis SWOT Analysis Worksheet Competitive Analysis Worksheet Situational Analysis Report Goals/Objectives Worksheet Goals/Objectives Statement Marketing Strategy Matrix Strategy Checklist Marketing Strategy Marketing Plan Marketing Budget Template Social Media Planning Worksheet Social Media Plan Social Media Calendar Social Media Log Social Media Policy & Acknowledgement
54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70. 71. 72. 73. 74.
Sales Customer Life Cycle Management Plan Sales Management Plan Sales Forecast Weekly Sales Summary Prospect Management Plan Prospect Database Lead Questionnaire Sales Plan Customer Database Order Database Customer Contact Worksheet Sales Account Maintenance Plan Customer Improvement Plan Customer Improvement Goals Worksheet Customer Complaint-Feedback Strategy Phone Message Customer Service Contact Customer Service Log Post-Sale Satisfaction Report Customer Satisfaction Survey Customer Service Satisfaction Report
Marketing Tactics 26. Advertising Review Worksheet 27. Advertising Objectives-Strategies Worksheet 28. Advertising Plan 29. Advertising Schedule (Sample) 30. Internet Planning Worksheet 31. Internet Plan 32. Keyword Log 33. Public Relations Plan Worksheet 34. PR Event Checklist 35. Public Relations Plan 36. Media Kit Checklist 37. Press Release Template 38. PR Events Log 39. Trade Show / Event Planning Worksheet 40. Trade Show Event Plan 41. Trade Show Worksheet 42. Trade Show Checklist 43. Trade Show / Event Supply Checklist 44. Equipment Request from Inventory 45. Show Registration 46. Visitor Evaluation 47. Trade Show / Exhibit Summary 48. Direct Mail Planning Worksheet 49. Direct Mail Budget Worksheet 50. Direct Mail Plan 51. Lead Management Plan 52. Leads Database 53. Lead Management Status Report Sales and Marketing Administration 75. Document Request 76. Document Control Database 77. Sales/Marketing Records List 78. Sales Supply Checklist/Order Form 79. Sales Compensation Plan 80. Qualification Checklist 81. Interview Guidelines 82. Competency Matrix 83. Individual Training Record 84. Training Plan 85. Meeting Agenda Product Management Product Life Cycle Management Plan Request for Engineering Action Requirements Definition Product Brief Design Review Checklist Design Completion Checklist – Electromechanical Devices 92. Design Completion Checklist – Non-Electromechanical Devices 93. Product Test 94. Product Launch Plan 95. Product Recall Request (Internal) 96. Food Product Recall Checklist 97. Non-Food Product Recall Checklist 98. Product Return Form 99. Customer Requirements Checklist 100.Limited Warranty Form (Sample) 101.Returned Goods Authorization 102.Customer Returns Database 86. 87. 88. 89. 90. 91.
