Seeing the big picture is something I’ve been learning to do over the past few months. As I’ve discussed on my blog previously, I’m not naturally a big picture person – I love details, Post It notes with daily tasks neatly checked off, and throwing away a fully-completed checklist on Friday afternoon. Marketing is one of those areas of business where you very clearly need big picture creativity and attention to the smallest details at all times.
I think developing processes is one way to exercise both of those mindsets. I would know – lately I’ve been working on constructing a sales funnel process for our sales team. Although LexBlog did have a kind of process for passing opportunities to sales, it wasn’t streamlined in a way that was clear and helpful (which is where I come in).
One surprising thing I’ve learned during this process is how involved most LexBloggers are in receiving opportunities to pass onto sales. I had individual meetings with multiple different departments, only to discover that there were more people I could meet with to learn more about their roles in the current process.
It’s amazing how small companies share important knowledge and work together. Having this idea as a base was encouraging to me as we worked through more efficient ways to pass information to sales.
Another interesting distinction I learned along the way is how to categorize the opportunities we receive into two potential routes: leads or contacts. In each meeting I had with LexBloggers, I explained this difference.
Leads are people that are raising their hand to do business with us now (i.e. they want to buy a blog or start a microsite with us). On the other hand, contacts are long term relationships we can build for future opportunities (i.e. people we meet at conferences that want to chat more about how LexBlog could assist them).
Explaining this difference helped illustrate each LexBlogger’s role in contributing to the overall sales funnel, whether that be through helping sales build strong relationships with our connections in the legal industry, or giving them the information they need to assist a potential customer with helpful knowledge and immediacy.
Some of these things may seem rudimentary, but as I learn how to think in both big and detailed mindsets, I think they were small, but helpful breakthroughs.