We have a conversion problem
TO: Sales Team
CC: Outbound Team, Management, CEO
FROM: Azleen Abdul Rahim, CMO
SUBJECT: We have a conversion problem.
Guys,
Azleen here. We have a problem in converting qualified leads into paid customers. I just had a meeting with the marketing team earlier this morning, and they briefed me about it. Based on the numbers they showed me, it is clear that we have a conversion issue. This requires immediate attention from all of us, especially the Sales team.
FYI, for the past few weeks, the marketing have been running Meta ads and email outreach daily. The campaign is still ongoing till today, and will continue to run until further notice. I’m sure all of you are aware of this, as one representative is in the marketing weekly meeting. This campaign we are on right now is all about encouraging our potential customers to diagnose their existing operations via an audit. In short, we bring them to our Audit page. From there, they will self-diagnose whether their present operations are effective enough or otherwise. It gives them the answer and points out exactly where their operations are leaking money or efficiency.
The KPI Dashboard shows that the data is clear. For every 10 cold emails sent, we are seeing 2 high-quality responses. As of last Friday, there are more than 18 responses in the system. These weren’t from random people, but from CEOs and COOs of their respective companies. The Outbound team managed to spark the conversation and, based on the scores, highlight the operational gaps these decision-makers need to remedy.
Now, here is the problem. These leads are already qualified. When they participated in the audit and talked to our marketing team about their requirement, we already qualified them that they have both the money and the requirement for our solution. The moment those conversations are transferred to the Sales team, the momentum dies. We failed to close the deal. This tells me that somewhere between the Marketing hand-off and the Sales follow-up, the interest dies. We need to fix this immediately.
When there are 18 qualified leads, and we couldn’t even secure one paid customer, something is not right. I suspect it could be somewhere between the ineffective pricing structure, the complicated onboarding process and the confusing terms we have right now. It could also be because you lack certain skills to conclude the deal. I’m not sure.
Let me know if you guys need help from me to make the pricing structure more accommodating and to further simplify the processes, as well as the terms. I may have a few ideas on how to make the conversion process smoother, which could work. Once this stage is finalised, I want the marketing team to take note of the new direction and have it in our knowledge base.
Our sales processes need to be improved in a big way. The Outbound team has proven they can get the C-suite to the table. More and more sales leads are coming via the marketing campaigns we're running. Now, you guys must prove you can convert them into paid customers.
I am looking at the KPI Dashboard almost daily. I expect to see those zero conversion figures move into a single digit first in 2 weeks or earlier. The Audit has opened the door. It is your job to walk them through it and close the deal.
Azleen.
P.S. Thanks for reading. Text Sofia now to fix your marketing. Only RM320 per month. Or, turn your professional network into money via our Affiliate Program.
