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How to Create Process Documentation for Sales Management?



How to Create Process Documentation for Sales Management?

As a sales manager, you know the importance of documentation. It improves the quality of the work and ensures that there isn’t any confusion over processes. Even the best sales reps can forget essential details with time, and having solid documentation ensures that they won’t have to rely on memory.

If you own a business that deals with sales, you must know how important it is to have a consistent process for your team. Having a well-defined sales process makes it easy for your team to follow a set of guidelines and increases the probability of them achieving their set goals and objectives.

The very essence of Sales Process documentation is that it is a critical component of any sales process. It details the steps, activities, and information associated with a sales process. This blog will help you understand how you can create process documentation for sales management.

But first, let us understand what it means to create a process in sales and why it is important to have a digital adoption solution.

Sales Process Documentation

A sales process lists down the steps the account executives have to take to close their quota numbers, starting from prospecting, discovery, negotiation, and all the way to closing the deal. A sales process defines the sales funnel framework and standard operating procedure for the account executives to follow to ensure high closer rates.

Sales processes ensure that each sales professional follows the same process, whether they are first learning the ropes or have been around for a while.

And by enabling process documentation or your sales playbook, you create a constant learning hub for your sales team. In case of any doubt, your sales team can just refer to the sales process documents and get it clarified in a jiffy, rather than waiting on hand and leg to know how to proceed with the deal and meanwhile end up losing the deal.

If you still don’t think it’s crucial to create a sales playbook for your sales team, consider this; companies with well-defined sales processes perform 33% higher than companies that don’t. And that’s not all. The win rates also increase by 50% for two-thirds of the companies.

A sales document practically tells your sales team what to do, what not to do, provides knowledge for engaging with prospects, converting leads, and overall improving their performance.

A good sales document contains crucial information like:

  • Product demos, features, updates
  • Sales process
  • Competitor analysis
  • Sales collaterals
  • Sales call playbooks
  • Email templates and response templates

Using AI-based knowledge base software can help fast-track and streamline the sales documentation process for sales management.

Now that we know what a sales process document contains and why it is important let’s get into creating a sales process document for sales management.

Creating sales process document

#1. Title of the document

First thing first, add the title of the sales process document that defines the purpose of the said created document. Keep the title short and concise and fill it with keywords that often could be searched based on data and FAQs.

#2. Company Overview

Next, add details about the company, its story, values, goal, etc. Add details about how the sales team fits the company’s goal picture.

#3. Product data

If your sales reps are not aware of the product selling USPs, features, and capabilities, then how can they sell the idea of buying your product to your targeted prospects?

That is why add product feature details, demo videos, most asked questions answers, product resolution answers, etc., so your sales team can assist your customers efficiently.

#4. Pricing

Pricing should be altogether another page, containing details of the pricing model for various products and features compatibility.

#5. Competitive Intelligence

Competitive Intelligence is very important for the sales team to help them stay updated on what the competitors are selling, their pricing, features, etc. So your sales team can vitalize their sales pitch and sales strategy for closing more deals.

#6. Prospecting

Now that you have all the data you need about your company, product, competition, and market. It is time to start adding data about your target prospect’s persona for prospecting.

List down the prospecting steps starting from research.

Research: Targeted prospect demography, company, customer pain points, etc.

Identify: Not everyone can approve a buying decision in a company. That is why it’s crucial to identify the decision-makers to close deals faster.

Reach Out Messages and Medium: What message will you use to introduce yourself to your prospects. And the medium that you are using; are SMS, social media( social selling), email, etc.

Educating your customers: Content and engagement you need to have with the prospect to educate them about the company, product, and offerings.

The number of engagements: The number of times you interact with the prospects and the gap between all interactions to build a relationship.

#7. Lead Generation

You can specify the mediums that you be using to generate leads, like;

  • Social Media
  • Campaigns
  • Chatbot on messaging mediums and website
  • Forms on website

#8. Qualify the lead

When a potential new lead fills out a form, they provide you with their contact information. The sales rep reaches out to the new lead by phone to initiate the first time they speak.

During this initial contact, it helps to qualify the lead in order to understand his/her role within an organization (i.e., IT director), size of the company, location, and what solution he/she is considering procuring next. And then the sales rep can just compare the two data.

#9. Cold call

Although the blogosphere widely considers cold calls to be harmless and even dead, they are still very much alive. In fact, 69% of buyers accepted cold calls from sales reps in the last year. The Rain Group surveyed senior-level buyers who prefer communicating through phone over email because it gives them a more personal, genuine feel.

With the right training, experience, and tactics, any sales rep can excel at cold calls to maintain superior control of face time with clients without wasting their time. As most call duration is determined by what gets talked about on the phone as opposed to emails where no one is talking. Therefore no one’s time or energy is wasted.

So add a good sales pitch and previous sales recordings to help sales reps learn from real calls.

#10. Email templates

Add all the email templates your sales team will need, like cold emails, response mailers, lead warming mails, etc. Basically, your process documentation should contain email templates starting from Tofu, Mofu, Bofu stage of the sales funnel to the closer mail.

#11. Handling sales objections

Handling and navigating sales objections is the tough part of the sales job.

Sales is a process, and objections are part of the game. In fact, understanding objections and knowing how to combat them effectively is a big part of why you’re a sales guru!

For example, suppose your reps notice during their presentation that the prospect raises concerns about compatibility with some other system the company uses. In that case, they should know to implement strategies like providing additional information and statistics or asking questions that can lead prospects to discover answers themselves.

That is why sales pitches for countering sales objections and even follow-up steps.

#12. Nurture and follow up

Even if you have closed the deal or are not able to, continue to follow up with the prospect and nurture them with value-added content. It will ensure that you are always present in front of your prospect’s eye, and chances of closing the deal later or even upselling and cross-selling increase.

#13 Close the deal

Closing a sale is a defining moment for salespeople. It’s the culmination of all their hard work, and they may find themselves feeling some level of uncertainty or trepidation before meeting to face their customer. What happens from that point on varies greatly from company to company, but successful closers will often feel like they’ve finally done something worthwhile, as it satisfies both their professional and personal needs.

Define the steps of closure like the proposal, negotiations, buy-in, etc.

Parting words

It is important to have a clear standard Operating procedure that will be easier to introduce new sales representatives to the sales processes with clear documentation. Process documentation will also make it easier to organize meetings between sales representatives and the sales manager, who can then help the new sales representatives to learn how to work with the processes.

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The Ultimate Guide to Product Marketing in 2023



The Ultimate Guide to Product Marketing in 2023

Product marketing is essential, even if you only sell one or two products at your organization.


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3 email marketing shifts to make in 2023



3 email marketing shifts to make in 2023

Whew! We made it to 2023! As we closed in on the end of the year in December, the finish line seemed awfully far away. Many marketers told me they were busier than ever. 

I myself was fielding calls for strategy help, working on business deals and managing the chaos all the way to the eve of Christmas Eve, something that rarely happens in my 20-plus-year career. 

Look back and celebrate, then move on

The first business for 2023 will be to step back, clear your head and take stock of all the great things you accomplished in 2022 despite the odds (i.e., coming out of COVID, going into a rebound and COVID round 2, moving into supply-chain shortages and other hiccups, facing down a potential recession) and how they affected the work you did to succeed.

And now it’s 2023. I hope you got your budget request approved and you’re ready to move ahead with a clean slate and new KPIs to hit. You’re probably wondering, “What can I do now to grow my program?

3 directional changes to grow your email program

Naturally, every marketer’s goals will be unique. We have different audiences, challenges, resources and goals. But I’m focusing on three major directional changes with my clients this year. Which of these could help you succeed this year?

1. Stop sending so many emails

Yeah, I know. That sounds strange coming from somebody who believes wholeheartedly in email and its power to build your business. But even I have my limits!

Email during this last holiday shopping season was insane. In my 20+ years in the email industry, I cannot remember a time, even during the lockdown days of COVID-19, when my inbox was so full. 

I’m not the only one who noticed. Your customers also perceived that their inboxes were getting blasted to the North Pole. And they complained about it, as the Washington Post reported (“Retailers fire off more emails than ever trying to get you to shop“).

I didn’t run any numbers to measure volume, isolate cadences or track frequency curves. But every time I turned around, I saw emails pouring into my inbox. 

My advice for everyone on frequency: If you throttled up during the holiday, now it’s time to throttle back.

This should be a regularly scheduled move. But it’s important to make sure your executives understand that higher email frequency, volume and cadence aren’t the new email norm. 

If you commit to this heavier schedule, you’ll drive yourself crazy and push your audience away, to other brands or social media.

If you did increase cadence, what did it do for you? You might have hit your numbers, but consider the long-term costs: 

  • More unsubscribes.
  • More spam complaints.
  • Deliverability problems.
  • Lower revenue per email. 

Take what you learned from your holiday cadence as an opportunity to discover whether it’s a workable strategy or only as a “break glass in case of emergency” move.

My advice? Slow down. Return to your regular volume, frequency and cadence. Think of your customers and their reactions to being inundated with emails over 60 days.

2. Stop spamming

In that Washington Post article I mentioned earlier, I was encouraged that it cited one of my email gripes — visiting websites and then getting emails without granting permission first. 

I could have given the Post a salty quote about my experiences with SafeOpt and predatory email experiences (“Business stress is no excuse to spam“) for visitors to its clients’ websites. 

Successful email marketers believe in the sanctity of permission. That permission-based practice is what you want to be involved in. Buying a list means you don’t hire a company to sell you one, whether it’s a data broker or a tech provider like SafeOpt. 

Spamming people doesn’t work in the long term. Sure, I’ve heard stories from people who say they use purchased lists or companies like SafeOpt and it makes them money. But that’s a singular view of the impact. 

Email is the only marketing channel where you can do it wrong but still make money. But does that make it right? 

The problem with the “it made us money” argument is that there’s nowhere to go after that. Are you measuring how many customers you lost because you spammed them or the hits your sender reputation took? 

You might hit a short-term goal but lose the long-term battle. When you become known as an unreliable sender, you risk losing access to your customers’ inboxes.

Aside from the permission violation, emailing visitors after they leave your site is a wasted effort for three reasons:

  • A visit is not the same as intent. You don’t know why they landed on your site. Maybe they typed your URL as a mistake or discovered immediately that your brand wasn’t what they wanted. Chasing them with emails won’t bring them back.
  • You aren’t measuring interest. Did they visit multiple pages or check out your “About” or FAQ pages? As with intent, just landing on a page doesn’t signal interest.
  • They didn’t give you their email address. If they had interest or intent, they would want to connect with your brand. No email address, no permission.

Good email practice holds that email performs best when it’s permission-based. Most ESPs and ISPs operate on that principle, as do many email laws and regulations.

But even in the U.S., where opt-out email is still legal, that doesn’t mean you should send an email without permission just because somebody landed on your website.

3. Do one new thing

Many email marketers will start the year with a list of 15 things they want to do over the next two months. I try to temper those exuberant visions by focusing on achievable goals with this question: 

“What one thing could you do this year that could make a great difference in your email program’s success?”

When I started a job as head of strategy for Acxiom, I wanted to come up with a long list of goals to impress my new boss. I showed it to my mentor, the great David Baker and he said, “Can you guarantee that you can do all of these things and not just do them but hit them out of the park?”


“That’s why you don’t put down that many goals,” he said. “Go in with just one. When that one is done, come up with the next one. Then do another. If you propose five projects, your boss will assume you will do five projects. If you don’t, it just means you didn’t get it done.”

That was some of the best advice I’ve ever received and I pass it on to you. 

Come up with one goal, project or change that will drive your program forward. Take it to your boss and say, “Here’s what I’m going to do this year.”

To find that one project, look at your martech and then review MarTech’s six most popular articles from 2022 for expert advice.

You’ll find plenty of ideas and tips to help you nail down your one big idea to drive growth and bring success. But be realistic. You don’t know what events could affect your operations. 

Drive your email program forward in 2023

The new year has barely begun, but I had a little trouble getting motivated to take on what’s shaping up to be a beast of a year. You, too?

I enjoyed my time off over the holidays. Got in some golf with my dad and his buddies, ate great food and took time to step back and appreciate the phenomenal people I work with and our amazing industry. 

What gets me going at last? Reaching out to my team, friends and you. Much of my motivation comes from fellow marketers — what you need, what you worry about and what I can do to help you succeed. 

If you’re on the struggle bus with me, borrow some motivation from your coworkers and teammates, so we can gather together 12 months from now and toast each other for making it through another year. 

It’s time to strap on your marketer helmet and hit the starter. Here’s to another great year together. Let’s get the job done!

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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About the author

Ryan Phelan

As the co-founder of, Ryan Phelan’s two decades of global marketing leadership has resulted in innovative strategies for high-growth SaaS and Fortune 250 companies. His experience and history in digital marketing have shaped his perspective on creating innovative orchestrations of data, technology and customer activation for Adestra, Acxiom, Responsys, Sears & Kmart, BlueHornet and infoUSA. Working with peers to advance digital marketing and mentoring young marketers and entrepreneurs are two of Ryan’s passions. Ryan is the Chairman Emeritus of the Email Experience Council Advisory Board and a member of numerous business community groups. He is also an in-demand keynote speaker and thought leader on digital marketing.

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Promote | DigitalMarketer



Promote | DigitalMarketer

Up until now, any “promotion” your customers have done has been passive. But in the promotion stage, your customers actively spread the word about your brands, products, and services. They tell stories, make recommendations, and share your offers because they truly believe in them.

Active promotion may be an affiliate or commission relationship—or just a free offer for sending some new customers your way. The point is, it’s a win-win for both of you.

One thing worth mentioning before we dive in; Happy customers don’t promote, SUCCESSFUL customers do. 

Our biggest question in the Promote stage is: How are you going to turn your BEST customers into your marketing partners? 

If you don’t have a referral program, an affiliate program, or a valued reseller program … who is willing to drive your message to the organization you need to build out these programs? This is word of mouth marketing, and it is very important so start thinking about how you want to build this. 

Look to your most successful customers, they’re going to be the people who actively promote for you. But then, let’s think about our customers who already have our prospects but are offering a different product or service. 

At DigitalMarketer we are a training and certification company, we are not a services based company. What that means is we don’t compete with agencies or consultants. This also means that there is an opportunity for us to work with agencies and consultants. 

When we realized this we decided to launch our Certified Partner Program, which you can learn more about at DigitalMarketer.Com/Partner. This program lets us work with the largest segments of our customer base, who have customers that we want but they’re providing a solution that we’re not providing. 

When we train our customers, they are able to use our company frameworks to work with their clients. If their clients want to learn to do their marketing themselves? We’re the first education company they see.

So who is that for you? Remember, it’s not the happy clients that refer, it’s the successful clients. If you want to create more promoters, make sure that you’re doing everything that you can as a marketer to ensure that you’re marketing great products so you can see great results. 

How can our example companies accomplish this?

For Hazel & Hems, they can add an ambassador program to grow their instagram following and increase credibility with viral posts. 

Ambassadors can earn affiliate commissions, additional boutique reward points, and get the chance to build a greater following by leveraging the Hazel & Hems brand.

For Cyrus & Clark, they can offer discounted rates to their existing clients if those clients are willing to refer them to their strategic partners. 

For construction companies, this could be a home builder recommending Cyrus & Clark services to the landscapers, real estate developers, and interior designers that they work with to serve their customers.

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