Corporate Sales Support Proposal Development and Document Design

Corporate Sales Support Proposal Development and Document Design

Corporate Sales Support Proposal Development and Document Design

Brand Management | Document Design | Sales Support

Confidential Organization | 2019

Controlled internal and external document branding is a strong indication of a mature organization with its ducks in a row. The following is one example of how design can help a critical proposal to rise to the top and stand out from the competition. 

Goal

Brand consistency across the entire sales process and buyer journey is often overlooked. Sales folks are on the move and they create documentation on the fly. They met their deadline, but their presentation invokes something like Frankenstein.

Cohesion in presentation and branding can play a substantial part in a buyer’s perception of your level of professionalism and organization. Just as assuredly as you would pick the best label on the shelf, your prospect will lean towards your product if it is packaged beautifully.

My Sales Team was preparing to answer an RFP from a major organization and came to me for help. Beginning to see the value of well designed documents, they asked for a polished look and a review for new branding taxonomies.

Approach

My approach to this project was to balance the alignment of the document to my newly established brand direction with a functional template document for ease-of-adaptation for my sales team.

I first created a custom design for the document in Adobe XD. Once I had rules established for the type, spacing, and title graphics I re-created the document in Microsoft Word. There, I created an asset library of the character styles, spacing, palette, and graphics within the document itself that would be accessible to the document creator. I completed the template design and used it to create the first designed Proposal to ensure that all of the kinks were worked out.

Once completed, I delivered the completed proposal document and the proposal template to the sales team and offered a quick training session for its potential users.

Results

The result is another piece along of the sales and marketing processes that is branded and synchronized with all of the other touchpoints along the buyer journey. Allowing the Sales Team to use a template rather than submit to the design request process nearly eliminated instances of mal-adoption or rogue, Frankenstein sales proposals. 

 

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Katie Novo

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Research and Prospecting Analysis Workflow for B2B SaaS Marketing Campaign Strategy

Research and Prospecting Analysis Workflow for B2B SaaS Marketing Campaign Strategy

Research and Prospecting Analysis Workflow for B2B SaaS Marketing Campaign Strategy

Marketing Strategy | Market Research | Account Based Marketing

Confidential Organization | 2021

You can sift the open ocean for treasure and never find so much as a sliver of iron ore. Or you can put in the time and research to find the best spot in a small cave in northern California to improve your chances of hitting it big. In B2B technology sales, casting a wide net is a surefire way to get nowhere. Intelligent prospecting sets you on the quickest course for success.

Goal

The B2B SaaS sales cycle for products ranging from 150K to over one million dollars is a long and tedious one. Your strategy for reaching leads and the processes by which you move prospects through the various stages of qualification must ultimately deliver your sales team the best possible candidates for this arduous sales cycle. 

I was given the challenge of marketing a Patient Master Data Management solution to an industry that had not yet widely, or even narrowly, adopted MDM as a technical necessity. 

Approach

I began by conducting standard market research. I studied the Life Sciences industry as it pertained to actual patients (vs. renewable energy and plant-based meats, etc.) We felt that the solution would help Life Sciences and Biotech organizations to better market to and manage their patients. So, I had to learn what methods these organizations used to reach prospects and how those patients moved through the onboarding to in-therapy lifecycle.

Once I understood better the mechanisms and technologies used by LS and Biotech organizations I was able to spot some key bits of insight that would help us narrow our target audience.

Once an organization got too big, it was less likely that we would be their first choice as an MDM solution. Afterall, we were in a startup phase and competing against billion dollar, well established competitors.

We found that the consultative portion of our product implementation was extremely helpful for Biotechs that were just beginning to set up their marketing and patient management infrastructures. However, we cannot just assume a Biotech with under 50 million in the bank is about to take off and become a multi-billion dollar business. It could be a failing business or a stagnate company with little growth on the horizon. We had to look at other metrics to determine if an organization would be a good fit to drop into our marketing campaigns.

I came up with a prospecting “equation” (featured below) that would help us narrow our targets to potentially successful, emerging Biotechs:

  • I first eliminated the big players by limiting revenue to 500 MIL.
  • I looked for any organizations with lesser revenue but that had just received massive amounts of funding.
  • I mined data from FDA Clinical Trial Data to understand where these organizations were in the clinical trial stage and when they expected to have their stage 3 trials complete.
  • I looked at anyone that would be completing phase 3 clinical trials within the next 6 months. This meant that they were going to have to begin preparing to go to market.
  • I confirmed this theory by looking at hiring data in Linkedin Sales Navigator for organizations within this phase 3 clinical trial parameter. I could see whether an organization had a major jump in hiring practices for their business development, sales, and marketing departments.
  • I could also see in Linkedin Sales Navigator if a major executive in those areas had just been hired – they were now my new best friend.
  • I searched job sites for biotechs hiring for change agents, marketing directors, business development and operations executives. I went so far as to note whether the words Patient Data Management or MDM skills appeared in those job reqs. This would indicate to us their technology stack which would otherwise be difficult to discover.

I turned all of this into a specific equation and process that could be followed by marketing coordinators or research assistants on a monthly basis to ensure every possible, highly qualified candidate entered our marketing funnel.

Results

Once I had this data answered and my list was substantially narrowed, I could do some more traditional research online. I could research 50 prospects thoroughly instead of 5,000 prospects poorly. We were able to drop extremely qualified prospects into a marketing funnel tailored specifically to their needs. Our spend on ads, content development, and ABM strategies was akin to using a surgical knife to extract leads rather than, again, casting a wide net and wasting a lot of our budget on dead ends. 

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Katie Novo

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Sales Support: B2B SaaS Copywriting and Presentation Design

Sales Support: B2B SaaS Copywriting and Presentation Design

Sales Support: B2B SaaS Copywriting and Presentation Design

Presentation Design | Graphic Design | Sales Support

Confidential Organization | 2022

Sales Presentations are used at the most critical point in a buying journey and they should be impressive and engaging to make a lasting impression. 

Summary

Often times, in smaller organizations, the Marketing department is a one-stop shop for all material needs. In this case, I was asked to provide Sales Support and design a smart way to present sales content as well as more complex technical content. 

You can see some of the finished product. below. The aesthetic is cohesive throughout the project and the slides are kept un-cluttered while the content is kept to consumable bites. 

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Katie Novo

Connect with me on Linkedin or send me a message and I’ll get back to you as soon as possible.