Getting Your Sales and Marketing Started

Posted By Kade Wilcox | August 26, 2021

Getting Your Sales and Marketing Started image

We all have to learn the basics before we can move on to something bigger and better. 

For example, crawling before you can walk, walking before you can run, and running before you can break world records at the Olympics like Usain Bolt or Sydney McLaughlin.  

As a business owner, I understand how exciting it is to visualize barreling through the finish line at whatever your industry’s version of the summer Olympics can be. In fact, I firmly believe in that foundational aspect of entrepreneurship so much I made a video AND wrote a blog about how critical having a vision is when it comes to a successful business. 

But just as I believe vision to be an essential and fundamental part of the business framework, there are more fundamentals that small business owners cannot neglect. 

Not should not, but absolutely cannot. 

Today, because I wholeheartedly believe sales and marketing should be established within any business as a symbiotic relationship, and not in silos, we’ll break down the sales and marketing fundamentals your business needs to know. 

Get organized

Sales and marketing alignment never happened on a foundation of chaos. While casting a vision is great for your business, your goals won’t become a reality unless you write them down so you can see and reference them on a regular basis. 

A macro concept, and one of the most fundamental ways to organize your goals, is through a S.M.A.R.T goals template. This acronym is commonly referenced for business and personal goals, and stands for: specific, measurable, attainable, realistic, and time-bound. 

Free S.M.A.R.T. goals template

Filtering your goals through a template like this one allows you to identify immediate action steps that lead you to the big results you want.

A few more micro methods that are essential to your sales and marketing processes are:

Buyer Personas

Identifying the buyer personas of your business from the start guarantees your sales and marketing teams a fighting chance.

Far too often I see even the best-intentioned sales and marketing teams talking to different personas, when in reality, they should be completely aligned and talking to the same audience members at the same time. This alignment allows for your marketing team to create content that addresses the specific pain points of your target audience, and your sales team to also address those pain points when aiming to convert.

Sales Funnels

Creating a sales funnel is essential to sales and marketing because not every lead is hot and ready to purchase. 

Equipping yourself with knowledge of the journey your potential customers take from awareness to conversion helps you acknowledge any holes in your boat. Once you notice those holes you can then plug them so the journey can quickly become seamless and really begin revving up. 


CRMs (Customer Relationship Management) are often viewed by budding businesses as an unnecessary initial investment. When there are websites, inventory, and overhead to consider, many people view tech tools as something that can be acquired down the road when the pace of business picks up.

But, don’t be fooled. 

A CRM like HubSpot is a valuable tool that organizes customer data and interactions to maximize your sales and marketing strategies. And, just like any tool, you don’t want to be learning (and failing) while also trying to satisfy and delight customers. It can easily come off as unprofessional and your business runs the risk of diminishing one of your most valuable assets – your reputation. 

Invest in Your Online Presence

The secret is out; we all live in a tech-based world. 

Because of this, the first thing most potential customers or new employees will do is Google you to A) make sure you’re legitimate, and B) see what you’re all about. 

While accomplishing those two criteria might seem easy on the surface, there are a lot of small details that can lend themselves to backfiring on your business.

  • Poor page load speed
  • Lack of mobile-friendliness
  • Stock images
  • Outdated media
  • Chaotic design
  • Broken links
  • No About Me/Us page
  • Inaccurate contact information

And the list goes on. Not only does the above list send a negative message to your visitors almost instantaneously, but it also tells search engines (Google) that your website isn’t valuable and thus shouldn’t rank high on SERPs (search engine results pages).

So, if you’re really looking to boost your sales and marketing efforts, you’ve got to give your business a head start with a solid foundation, and that involves a professional online presence.  

Networking and Follow-Through

I know it can be hard, and if you’re not an extrovert like me, it can almost feel painful. 

That being said, making you and your business known within your community is fundamental to building a solid foundation. The more people who can pull your name and your business off the tip of their tongue when speaking to a friend or colleague, the better. 

But, the journey doesn’t end there. 

According to HubSpot’s 2021 Sales Enablement Report, “80% of sales require five follow-up calls whereas 44% of salespeople give up after one follow-up call.”

That’s a lot of revenue left on the table when the follow-through is neglected. So, once you obtain those leads from referrals, it’s up to you to follow-through and ensure no excuse can be had for a poor reputation or lackluster profits. 

Whether your business is brand new or seasoned, one thing is for certain; your sales and marketing strategies aren’t perfect.

In fact, there’s no such thing

But, if you’re really looking to hit the ground running with your business, it’s essential to create a rock solid sales and marketing foundation.

Ready to perform a sales audit? Download my infographic to learn the six powerful moves you need, here.

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