• A simple reference guide to understand how marketing and sales work together to grow your business.

📈 Marketing Strategy

• • • Brand Positioning – How your brand is perceived in the market compared to competitors.
      
    • Target Audience – The specific group of people your product or service is meant for.
    • Buyer Persona – A detailed profile of your ideal customer (age, habits, needs, challenges).
    • Value Proposition – The main reason why someone should choose your product or service over others.
    • Marketing Funnel – The journey a potential customer takes from discovering your brand to making a purchase (Awareness → Interest → Decision → Action).
    • Multi-channel Marketing – Using different platforms (email, social media, ads, website) to reach customers.
    • Content Strategy – A plan for creating and sharing useful content to attract and engage your audience.
    • Brand Awareness – How familiar people are with your brand.
    • Lead Generation – The process of attracting people who might be interested in your product or service.
    • Lead Nurturing – Following up with potential customers to build trust and encourage them to buy. 

💼 Sales Strategy

• • • Sales Funnel – The steps a lead goes through before becoming a customer (Lead → Qualified Lead → Opportunity → Closed Sale).
    • Lead Qualification – The process of identifying if a lead has the interest, need, and budget to buy.
    • Cold Lead / Warm Lead / Hot Lead – Levels of interest: cold = not interested yet, warm = somewhat interested, hot = ready to buy.
    • Prospecting – Searching for new potential customers.
    • CRM (Customer Relationship Management) – Software used to track and manage interactions with customers and leads.
    • Sales Pipeline – The visual representation of where each potential customer is in the sales process.
    • Upselling – Encouraging a customer to buy a more expensive or premium version of a product.
    • Cross-selling – Offering a related product or service in addition to the one they’re buying.
    • Follow-up – Reaching out after the first contact to move a sale forward.
    • Closing – The final stage of a sale where the client agrees to buy. 

⚙️ Sales Optimization

• • • Sales Cycle – The full process from first contact to closing a deal.
    • Conversion Rate – The percentage of leads who become paying customers.
    • Average Order Value (AOV) – The average amount a customer spends per transaction.
    • Customer Lifetime Value (CLV) – The total revenue a business expects from one customer over time.
    • KPIs (Key Performance Indicators) – Specific numbers used to measure success (e.g., monthly sales, conversion rate, leads generated).
    • Sales Enablement – Tools, content, and training provided to help the sales team sell more effectively.
    • Automation – Using software to handle repetitive tasks like emails, reminders, or lead scoring.
    • Segmentation – Dividing your audience into groups based on behavior, interests, or demographics.
    • Touchpoint – Any interaction a customer has with your brand (website visit, email, ad, call).
    • Churn Rate – The percentage of customers who stop buying or using your service over time. 

🧠 Strategy & Insights

• • • SWOT Analysis – A breakdown of a business’s Strengths, Weaknesses, Opportunities, and Threats.
    • Competitive Analysis – Studying your competitors to identify strengths, weaknesses, and opportunities.
    • Go-to-Market Strategy (GTM) – The plan for launching a new product or entering a new market.
    • Positioning Statement – A one-line summary of how your brand solves a specific problem for a specific audience.
    • ROI (Return on Investment) – A measure of how much profit you make from your marketing or sales activities.
    • Customer Journey – The full experience a person has with your brand, from first impression to loyalty.
    • Sales Forecast – A prediction of future sales based on data and trends.
    • Omnichannel Experience – A consistent and seamless customer experience across all platforms and touchpoints.
    • Retention Strategy – The plan to keep existing customers loyal and coming back.
    • Brand Equity – The value of your brand based on customer perception and recognition.