01 — Project details
The basis of this project was to streamline communication from our internal Inbound Teams to the Sales teams and customers.
As a team lead, I worked cross-functionally to unify our global inbound teams, implement customer best practices, and formulate messaging to highlight specific product value propositions.
02 — Project challenge
There was no internal unification of communication across global inbound sales teams or established best practices for our inbound sales and chat customer messaging. We received many customer complaints of poor inbound customer service, sales follow-up, and slow warm lead conversion resulting in decreased inbound lead conversion.
03 — Creative process
Being the first North American Global Inbound Sales-Marketing team, I took a team lead position to assist in creating a Marketing Strategy to unify our Global Inbound Sales team members. I worked cross-functionally between Corporate Marketing, Operation, and Sales teams to create consistent customer messaging for net-new customers. I met with the Product and Corporate Marketing team to craft consistent customer messaging tailored to specific sales plays to offer excellent customer service. I got the appropriate approvals to use this in our inbound messaging. With the help of three other team members, we crafted a Marketing Strategy that consolidated all our key messaging, best practices, customer care ethics, and competitive analysis.
To implement the new Inbound Marketing Strategy, bi-quarterly enablement training was led to key sales directors and marketing teams across North America.
To unify our global teams on this new Market Strategy, a slack group of 289 individual employees was created to help answer questions in real-time and provide clarity on inbound coverage for transfer purposes.
