ORGANIZATIONAL REQUIREMENTS

Organisational requirements

What kind of resources and organisation does the method require?

Any company selling B2B software-based solutions need these functions to achieve predictable and scalable revenue generation processes.

The activities related to lead generation will take place primarily in marketing, sales development, and sales.

Content production or creation

You will need someone, internally or externally, that can plan and produce the content. This resource belongs in the marketing department.

You can have several part-time people allocated, but in total I believe the minimum should be a budget for a full time equivalent.

You will probably leave video and podcast productions to external parties, but with today’s technology you can easily do it all in-house.

Posting and engaging

Posting and engaging should be done by the marketing department, by the sales development representatives and the account executives. You want the SDRs and AEs to own the relationships, so it makes sense that they drive the communication with the potential customers from a certain point. You need to agree on when and how the handover from marketing to SDR to AE happens.

You will also need to train and coach your marketing and salespeople – both SDRs and AEs - on how to use social media, especially LinkedIn.

I don’t think that posting and engaging should require any additional resources, but it does require that your staff learn new skills.

THERE ARE TWO MAIN TYPES OF ACTIVITIES REQUIRED:

1. DEVELOPING AND PRODUCING

THE CONTENT 2. POSTING AND ENGAGING ON

SOCIAL MEDIA ESPECIALLY ON LINKEDIN