ANNUITAS Perpetual Demand Generation® as a Sales Recruitment Tool

Don't Underestimate Marketing's Role in Recruiting and Retaining Top Sales Talent

Sales is a critical part of every business. It’s essential for building relationships with your customers, guiding those customers to the right products, and ultimately driving revenue. As such, you have to do everything you can to optimize sales recruiting to attract and retain the best salespeople. Unfortunately, that’s often easier said than done. In the United States, for example, turnover among sales professionals is 27 percent, roughly twice that of the rest of the workforce.1

High turnover rates can have a number of important implications for your business. Beyond the instability and overall decline in sales they can create, there are also indirect costs to take into account. Just consider that in the US, companies spend an average of $15 billion every year on sales training and $800 billion on sales incentives.2 Practically speaking that means every time staff turns over, it undermines the return businesses are able to get on those investments.

Adoption of ANNUITAS Perpetual Demand Generation® (PDG) could provide some benefits that could become your secret weapon for sales recruiting.

There’s also the issue of making a bad sales hire — an all-too-common phenomenon, particularly when Sales is under the gun to meet its numbers. Scores of articles have been written about this, often pointing out the impact that bad sales hires can have on productivity, morale and, of course, the bottom line. Plus, you’re left with the hassle of having to replace those under-performers, not to mention the expense.

What all of this makes clear is that companies need to find ways to recruit the best sales people and retain them for the long haul. To this end, adoption of ANNUITAS Perpetual Demand Generation® (PDG) could provide some benefits that could become your secret weapon for sales recruiting.

3 Ways a Strong PDG Program Will Help Your Recruiting

PDG is a process that creates actionable revenue opportunities for businesses by transforming Demand Generation from a tactical, campaign-driven exercise to a predictable, consistent and reliable source of pipeline and revenue. PDG is rooted in a buyer-driven dialogue that is automated and always on, working to Engage, Nurture, Convert and ultimately deliver sales-ready leads.

If you’re considering launching a PDG program, it’s probably because you want to create better alignment between your sales and marketing teams. More likely than not, you want to equip marketing with the right processes, technology, and content so that it can begin reliably delivering high-quality, sales-ready leads. These are great goals, but don’t overlook the considerable value that implementing PDG can have on your sales recruiting efforts.

A strong PDG program will create actionable revenue opportunities by eliminating the need for unsustainable tactical campaigns.

Here are a few ways in which adopting PDG can help your business attract and retain top sales talent:

  1. It sets sales professionals up for success.
    Sales is a team sport that doesn’t work well without the support of marketing. Specifically, sales needs a steady stream of high-quality leads to operate efficiently. And that’s exactly what PDG helps marketing deliver. A strong PDG program will create actionable revenue opportunities by eliminating the need for unsustainable tactical campaigns. It does this by helping marketing develop an automated program and process that’s always on, working to Engage, Nurture, Convert and ultimately deliver sales-ready leads. Armed with those leads, sales can do what it does best: close deals.
  2. It eliminates a lot of the grunt work sales doesn’t enjoy.
    Every job has aspects to it that aren’t as interesting or appealing as others. While most sales professionals love selling, the one thing they usually don’t enjoy is having to hunt for leads. Unfortunately, that’s exactly what many of them wind up having to do if they work for organizations where the leads marketing delivers aren’t up to par. As a result, they not only wind up dedicating time to activities they don’t care for, like cold calling, they also have less time to spend on closing deals. In the long run, that can not only impact revenue, but also serve as a strong incentive for team members to leave.
  3. It makes you a more attractive employer.
    Companies with mature, optimized Perpetual Demand Generation programs deliver lead-to-revenue results that are 4-10x industry averages. That’s not only great news for your business, it also makes an impact on how prospective employees perceive you. Any candidate worth hiring — in sales positions or otherwise — is going to take an active interest in how well your business is performing. Companies that are outperforming and producing more revenue than their competitors are naturally going to stand out and attract a higher calibre of candidate. That means that not only will your business benefit from a stronger applicant pool, you’ll also have the luxury of being able to be more selective about which of those applicants you bring on board.

Companies with mature, optimized Perpetual Demand Generation programs deliver lead-to-revenue results that are 4-10x industry averages.

The Path to Better Sales Starts with PDG
There’s a very compelling case to be made for adopting Perpetual Demand Generation. It creates much greater alignment between sales and marketing, it helps ensure that marketing can deliver high-quality sales-ready leads, and it results in much higher revenue. And while any of one of those benefits would be reason enough to consider PDG, the benefit it can have for your sales recruiting efforts is yet another important consideration.

For a function as critical as sales, knowing that you’re doing everything to attract and retain top talent is essential. When you have a successful PDG program up and running, you will not only be a more desirable employer capable of landing top sales talent, you’ll also be in a position to ensure that your talent is successful and loyal. That, without a doubt, is a win-win. Let’s Connect.

1 “How to Predict Turnover on Your Sales Team,” Harvard Business Review, July 2017.

2 Ibid.

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