A streamlined sales process boosts revenue development, but friction, such as unnecessary complexity or excessive communication, may slow or halt progress. To maintain deal momentum, both sales and marketing teams must collaborate to discover and reduce friction spots and optimize tools and content.
1. Do not Make Scheduling Harder than it Should be
Endless back-and-forth scheduling wastes valuable time and breaks sales momentum. The solution is to use scheduling tools like Calendly or HubSpot, which allow prospects to organize appointments instantly based on their real-time availability. Marketing can improve this by developing branded scheduling pages and ensuring the correct implementation of the tool. Beyond efficiency, effective planning indicates professionalism and regard for prospects’ time. Remember to set up automated reminders to reduce no-shows and maintain momentum.
2. Assign Leads Right Away (Seconds, not Minutes)
Hot leads can turn cold when there is a misunderstanding regarding who is responsible for follow-up. The solution is to set up automated lead assignments in your CRM (think HubSpot, Salesforce, or whatever you’re using) depending on specific criteria such as location, deal size, or product interest. Marketing should pre-define lead ownership for each campaign while ensuring that the automation rules execute properly. Quick assignment enables quick response when interest is highest, demonstrating organizational efficiency. Set up immediate notifications to alert assigned representatives, maximizing response speed and conversion potential.
4. Follow up Fast — Like, Really Fast
Post-meeting momentum is crucial; delays in follow-up may result in lost opportunities. Use meeting intelligence technologies like Fathom or Gong to automatically gather notes, and then use CRM automation to send recap emails within two hours. Marketing may help by designing customizable follow-up templates that maintain the brand speech while guaranteeing seamless tool integration. Quick follow-ups indicate professionalism and help maintain engagement. Always give specific next steps to move the topic further, such as scheduling another meeting or reviewing information.
5. Stop Making People Switch Between Tools
A fragmented sales process with different platforms creates friction between sales teams and prospects. The solution is to simplify activities into comprehensive platforms like HubSpot or to ensure seamless integration of essential tools such as CRM and e-signature systems. Marketing should promote products that streamline workflows and provide useful analytics. Regular technology stack audits help by identifying and eliminating inefficiencies. A centralized, user-friendly solution speeds up decision-making and contract closure by offering a more seamless experience for everyone involved.
Identifying and addressing friction points is an ongoing process that requires careful observation and thorough documentation. Maintain a “friction journal” to track delays, customer disengagement, and operational hiccups to help spot patterns. While the solutions to these issues may seem obvious, consistent implementation is crucial; many leaders recognize these challenges but fail to tackle them systematically. Taking action on these friction points not only accelerates sales but also enhances the overall experience for both teams and customers.
Source- Martech
English
French
German
Russian
Spanish