M2R
Consulting

Our world is digital now and this has affected how pipeline companies operate – including how they purchase services. No one buys a car without researching online and qualifying what they want before they go to the lot to test drive. Same with pipeline operators – they prefer to self-qualify so to be successful and to capitalize on more opportunities for increased business Service Companies must generate content that operators can engage in. By engaging in specific content buying roles and interest can be pinpointed for a shortened sales cycle.

Metrics are key – it has been proven that increased revenue happens when you increase the sales funnel with qualified leads. It’s a numbers game. The more market qualified leads generated the more conversions to sales opportunities and thereby the more opportunities the more revenue. The more qualified leads that are available to a sales team the more they can focus on scope development/RFP influence and direct awards rather than cold calling.

Many marketing teams focus on branding and events rather than their main responsibilities which are generating market qualified leads via campaigns. The reason this happens is the same reason sales teams focus on business development rather than sales and opportunity qualification – lack of a plan to follow. The communication and hand-off gap between marketing and sales is due to a lack of a roadmap that will focus on integrating the efforts of marketing, business development, and sales as well.

M2R specializes in identifying current processes and outlining a plan for marketing to follow to generate market qualified leads which feeds into a sales process for qualification through closing. Managing marketing and sales in a process-based environment increases operational efficiencies, engagement from your customers, produces a qualified sales pipeline, provides transparency for campaign metrics, and future sales growth.

​