Understanding and Documenting Your Current State for Marketing and Sales Optimization

The first step in optimizing marketing and sales efforts is to understand and document the current state of the organization. This process helps in comprehending existing systems, workflows, and areas for improvement. Regular audits every one to two quarters are recommended to stay updated on changes and optimization opportunities. Understanding the objects in the marketing automation system, website, CSS, and CRM is crucial, including leads, contacts, accounts, opportunities, deals, and campaign members. Conducting secret shopping exercises or having unbiased individuals go through the conversion process can provide valuable insights and reveal different perspectives.