{"id":36382,"date":"2014-07-10T10:18:24","date_gmt":"2014-07-10T10:18:24","guid":{"rendered":"https:\/\/www.spotonvision.com\/the-hidden-sales-cycle-vraag-antwoord\/"},"modified":"2024-03-15T09:49:47","modified_gmt":"2024-03-15T09:49:47","slug":"the-hidden-sales-cycle-vraag-antwoord","status":"publish","type":"post","link":"https:\/\/www.spotonvision.com\/nl\/the-hidden-sales-cycle-vraag-antwoord\/","title":{"rendered":"De verborgen sales-cyclus: vraag &amp; antwoord"},"content":{"rendered":"    <style>\n\n                .dw_single_header_block_wrapper_16af73229a7a38 {\n            padding-top: 0;\n        }\n\n        \n                .dw_single_header_block_wrapper_16af73229a7a38 {\n            padding-bottom: 60px;\n        }\n\n        @media only screen and (max-width: 991px) {\n            .dw_single_header_block_wrapper_16af73229a7a38 {\n                padding-bottom: 45px;\n            }\n        }\n\n        @media only screen and (max-width: 768px) {\n            .dw_single_header_block_wrapper_16af73229a7a38 {\n                padding-bottom: 30px;\n            }\n        }\n\n        \n\n    <\/style>\n\t\n    \n    <div class=\"dw_single_header_block_wrapper_16af73229a7a38\">\n        <div class=\"dw_single_header_block_background\" style=\"background-color: #FFF8F7\">\n            <div class=\"container center dw_single_header_block_container\">\n                <div class=\"dw_single_header_block_columns\">\n                    <div class=\"dw_single_header_block_column left\">\n                        <div class=\"dw_single_header_block_breadcrumb\"><div class=\"breadcrumbs\"><\/div><\/div>\n                        <div class=\"dw_single_header_block_content title\"><h1>De verborgen sales-cyclus: vraag &amp; antwoord<\/h1><\/div>\n                                                                    <\/div>\n                                        <div class=\"dw_single_header_block_column right\">\n                        <div class=\"dw_single_header_block_image\">\n                            <img decoding=\"async\" src=\"https:\/\/www.spotonvision.com\/wp-content\/uploads\/2014\/07\/026694633_prevstill-980x410-1-892x373.webp\" alt=\"\" \/>\n                        <\/div>\n                    <\/div>\n                                                    <\/div>\n            <\/div>\n        <\/div>\n                <div class=\"container center dw_single_header_block_author\">\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/ingrid\/\" class=\"dw_single_header_block_author_avatar\">\n                <img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/66e7bdd985c96541a95d59aaa415ce2ebbdafdfe81d0526e9674812c32859200?s=96&#038;d=mm&#038;r=g\" alt=\"\"\/>\n            <\/a>\n            <a href=\"https:\/\/www.spotonvision.com\/nl\/author\/ingrid\/\" class=\"dw_single_header_block_author_date dw_font_firasans s16 w500 h16\">\n                Ingrid Archer &#8211; Published:&nbsp;July 10, 2014            <\/a>\n        <\/div>\n            <\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Onlangs organiseerde het <a href=\"http:\/\/www.b2bmarketingforum.nl\/\" target=\"_blank\" rel=\"noopener noreferrer\">B2B Marketing Forum<\/a>, waarvan SPOTONVISION de oprichter is, samen met Oracle Marketing Cloud het webinar \u2018The hidden sales cycle\u2019. In mijn vorige blog vertelde ik over de belangrijkste learnings van dat webinar, waarin Mark Emmett -Global Director of Marketing Operations bij TrustPilot- vertelde over de veranderde sales-cyclus en hoe het de rol van Marketing be\u00efnvloedt. Vandaag ga ik in op de vragen die tijdens het webinar werden gesteld, maar allereerst even een korte herhaling van wat de verborgen salescyclus is.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-even-opfrissen-wat-is-de-verborgen-sales-cyclus\">Even opfrissen: wat is de verborgen sales-cyclus?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De tijd dat dat Sales de salescyclus volledig in handen had, is voorbij. Kopers informeren zich tegenwoordig namelijk steeds beter en in een vroeg stadium over producten of diensten die ze willen kopen. Hierdoor wordt de rol van Marketing steeds belangrijker. Om te zorgen dat potenti\u00eble kopers met hun vragen bij jou komen, moet Marketing relevante en waardevolle content aanbieden, oftewel: inspelen op de zogenoemde \u2018educatiefase\u2019 van het koopproces.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bovendien verkrijgt Marketing hierdoor interessante inzichten over onderwerpen waarin een koper ge\u00efnteresseerd zijn en welke uitdagingen hij of zij heeft. Met goede content kan Marketing het salesteam helpen, zodat Sales een effectieve dialoog met een prospect kan aangaan.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-vraag-antwoord\">Vraag &amp; antwoord<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-hoe-ga-je-om-met-de-interne-culturele-verandering-die-het-nieuwe-sales-proces-vraagt\">1. Hoe ga je om met de interne culturele verandering die het nieuwe sales-proces vraagt?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cToen ik de Sales Manager bij Trustpilot vertelde dat <a href=\"https:\/\/www.spotonvision.com\/strategie\/sales-enablement\/\">het Sales-proces moest veranderen <\/a>en hoe dat eruit zou zien, liet ik hem direct zien wat de verandering zou opleveren. Hierdoor zag hij in dat er een kans lag om de huidige manier van werken te verbeteren.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cBegin bovendien altijd aan de top en zorg eerst voor support van de senior mensen in de organisatie. Pas toen ik de buy-in van de Sales Manager had, ging ik het nieuwe Sales-proces ontwerpen met de Operations Sales Director. In de fase daarna vroegen we input van de Sales Managers. Op ieder niveau vertelden we wat er moest veranderen, waarom en wat de verandering zou opleveren. Hierdoor wordt de motivatie voor de verandering inzichtelijk, cre\u00eber je draagvlak en zijn mensen bereid mee te veranderen.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-hoe-krijg-je-de-opt-in-voor-het-direct-e-mailen-van-leads\">2. Hoe krijg je de opt-in voor het direct e-mailen van leads?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe werken samen met een aantal data providers, zoals Data.com en Avention. Dit geeft ons toegang tot contactinformatie van mensen die opt-in toestemming hebben gegeven. Het betekent uiteraard dat we nog steeds voorzichtig moeten omgaan met de gegevens die we krijgen en wet- en regelgeving niet uit het oog moeten verliezen.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cDaarnaast maken we gebruik van \u2018gated content\u2019, waarbij mensen een formulier met een aantal vragen moeten invullen voordat ze de content kunnen downloaden. Het is daarbij wel belangrijk om content aan te bieden die echt waardevol is voor de doelgroep; pas dan is men bereid om gegevens achter te laten. Door het invullen van een webformulier, geeft men in ons geval toestemming voor de opt-in, zodat wij hen ook in de toekomst mogen benaderen. Hierdoor kunnen we de dialoog met potenti\u00eble kopers aangaan.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-trustpilot-heeft-een-lange-reis-gemaakt-om-tot-een-betere-samen-werking-van-marketing-en-sales-te-komen-wat-zou-je-achteraf-gezien-anders-doen\">3. Trustpilot heeft een lange reis gemaakt om tot een betere (samen)werking van Marketing en Sales te komen. Wat zou je achteraf gezien anders doen?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWanneer je bij een organisatie gaat werken, moet je altijd feeling krijgen voor hoe de organisatie opereert, wat belangrijk is en waarom zaken gaan zoals ze gaan. Als \u2018nieuweling\u2019 heb je de perfecte kans om de huidige manier van werken te verbeteren. Het vinden van een balans in hoeveel je wilt veranderen en wat je in tact wilt houden, is echter een lastiger punt.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cOp diverse gebieden hebben we sinds de verandering veel vooruitgang geboekt, maar er zijn zaken die we beter en sneller hadden kunnen aanpakken. Wanneer we ook op die vlakken meteen de uitdaging waren aangegaan, hadden we hier meer winst kunnen behalen.\u201d<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Onlangs organiseerde het B2B Marketing Forum, waarvan spotONvision de oprichter is, samen met Oracle Marketing Cloud het webinar \u2018The hidden sales cycle\u2019. In mijn vorige blog vertelde ik over de belangrijkste learnings van dat webinar, waarin Mark Emmett -Global Director of Marketing Operations bij TrustPilot- vertelde over de veranderde sales-cyclus en hoe het de rol van Marketing be\u00efnvloedt.<\/p>\n","protected":false},"author":12,"featured_media":40859,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[58],"tags":[],"class_list":["post-36382","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales-enablement"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.8 (Yoast SEO v28.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The hidden sales cycle: vraag &amp; antwoord | SPOTONVISION<\/title>\n<meta name=\"description\" content=\"We gaan in op de vragen die tijdens het webinar the hidden sales cycle werden gesteld. 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