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2020 forged many unprecedented obstacles for companies. From the mass exodus of in-office work due to the Covid-19 pandemic to quantum shifts in shopper shopping for habits, we noticed many companies struggling to remain afloat whereas managing a largely distant workforce.
Different companies, nonetheless, skilled progress. Firms within the SaaS, marketing and healthcare sectors discovered their companies in excessive demand, inspiring an enormous surge in visitors and income.
However there was a hidden draw back to this speedy enlargement. Sudden progress can even breed complacency. So whereas 2020 was a profitable 12 months for a lot of, neglecting to have the fitting future-oriented programs in place might imply a painful downturn in 2021.
Right here’s why it’s best to by no means turn into complacent together with your advertising and marketing — and the right way to set your business up for sustainable success.
Diversify your prospecting
After almost 13 years of enterprise, our advertising and marketing company was closely depending on in-person conferences for lead generation. However as soon as the pandemic pressured most occasions to go digital, we have been pushed to adapt to maintain our sales pipeline full.
Our efforts to remain on prime of digital occasions paid off, and we noticed a 97 p.c enhance in progress in 2020. Nevertheless, our complacency precipitated us to imagine this supply of leads would maintain nicely into 2021.
In reality, the other occurred. We noticed a 32 p.c downturn in progress regardless of all our efforts to push convention advertising and marketing. We have been pressured to rethink our one-track thoughts advertising and marketing technique and as an alternative diversify our advertising and marketing to ramp up lead era. The lesson realized is that having one supply of leads isn’t a wise or sustainable technique. At all times have a Plan B — whether or not that’s e-mail advertising and marketing, social media advertising and marketing, SEO (search engine marketing), or past — so that you by no means turn into depending on a single channel to maintain your enterprise.
Construct programs to scale
As progress surged in 2020, we poured most of our efforts into hiring new crew members and managing tasks. We have been so consumed with consumer work and coaching our new employees that we had little time to place the suitable programs in place.
These constraints led to bottlenecks in our course of that might later stunt our progress in 2021. We hit a roadblock, limiting the quantity of labor we might settle for. We didn’t have the instruments our crew wanted to do the job at scale.
In 2021, our sights are set on sustaining the standard of our companies and constructing environment friendly and efficient programs to facilitate our progress nicely into the longer term. Documented procedures and a well-thought-out content material administration system have been our saving grace for managing tasks, coaching new crew members and onboarding new tasks.
Create a gross sales machine
Whereas our heads have been down engaged on our numerous consumer tasks, our consideration was pulled away from our advertising and marketing. We boldly assumed our pipeline would stay secure based mostly on the expansion we have been seeing in 2020.
The toughest capsule to swallow is that many good issues come to an finish on account of being unprepared. Had we carried out the fitting technique from the start, we would not have skilled the downturn within the first quarter of 2021.
Now, we all know to all the time be prospecting. We maintain the door open to new alternatives always and don’t take new leads with no consideration. We’re all the time searching for new methods to succeed in potential shoppers, share related content material and nurture belief in our brand.
To maintain progress in 2021, we employed a gross sales consultancy to help us in coaching our account managers and managing new outbound and inbound processes. We’re already seeing an uptick in leads and are placing the plans in place to arrange us for 2022.
Suppose 5 years forward
If 2020 taught us something, it’s that your complete enterprise panorama can shift in a single day. Many enterprise house owners discovered themselves in a virtually unimaginable place having to make life-changing choices. The dearth of preparation led many companies to shut indefinitely.
As we speak, my philosophy is to plan not less than 5 years forward. What steps can I take now to set my enterprise up for future success? Do I’ve a Plan B, C and D in place in case my main lead era channel closes up? Can I shift from in-office to distant with ease?
Whereas it’s okay to handle progress and work on your enterprise as you go alongside, you should not keep away from planning for the longer term. As a substitute, all the time be promoting and advertising and marketing so that you don’t end up in a dire scenario with just one supply of leads for your enterprise.
This mentality has allowed my company to develop from a one-man store to a crew of over 24 workers, even over the course of the pandemic. Painful classes realized in early 2021 have impressed us to place the fitting programs in place so we by no means once more turn into complacent in our advertising and marketing.
Does your enterprise have a recreation plan for the longer term? Get began now to get forward of any unprecedented occasions.
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