Refreshing Your Qualified Org: Part One

As an executive, you may not have a hands-on view of your Qualified org. Learn 3 key ways to refresh Qualified and empower your teams.

Jennifer Lynn Schneider
Jennifer Lynn Schneider
January 13, 2023
min read
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Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

As an executive, you may not have a hands-on view of your Qualified org. You have carefully built teams to manage and execute on your behalf. It neatly folds into your Sales and Marketing tech stack, connecting your Salesforce Sales Cloud to your website. While this is a great first step, Qualified is not a  “set it and forget it “ appliance, nor will it give you a fresh juicy rotisserie chicken. 

We’ve submitted the feature request to our product team but, oddly, haven’t heard back. 🤷 

There are best practices every org must consider to keep your Pipeline Generation machine well-oiled. In this 3 part blog series we will dive into the main areas of focus in regards to Refreshing your Qualified Org. This is something we recommend at the executive level on a quarterly basis. 

Following this blog, we will highlight the Admin and Sales roles, but today we talk to you, the Executive. 

For this three-part series, we will focus on Company A, meet their team, and walk through how each team member/role can play their part in refreshing their Qualified org, processes and strategy to maximize the platform, align teams and smash revenue goals.

3 Key Ways to Refresh Your Qualified Org

Meet Sandy Jenkins, the CTO who has just joined Company A. She has had a few months to acclimate to the tech stack, team, and operational processes. Sandy is ready to give some guidance. Her focus is to condense their tech stack to tools that can do more than one thing and reduce overall cost. Seamless Integration with Salesforce and other platforms is essential. 

Working with their CMO, Randy Mandez, they uncover the need to increase pipeline generation more than ever before. Budgets are tight, resources are lean and new logos are harder and harder to attain–sound familiar? 

The numbers game means they need to generate over 5 times what they did in the past to hit their goals. How can Sandy and Randy use Qualified, a tool they already have, in a new way? 

While there are many features Sandy and Randy can use on the Pipeline Cloud platform, we need to step back and understand how they can empower their teams to be tactical. Sandy and Randy use these 3 key points to create a top-down foundation for change and growth. These guidelines will carry throughout the roles in this series, but you will see the action items are very different for each team member. 

Let’s review what those guidelines are:

  • Align your quarterly initiatives 
  • Expand the use of Qualified 
  • Triple pipeline generation with the Pipeline Cloud

Now that you know what they are, the next few paragraphs will break them down.

Align your quarterly Initiatives

Sandy and Randy have clear vision into the company's goals for their next fiscal quarter. Randy has specific initiatives he is responsible for, and Sandy needs to support those initiatives from an operational standpoint. 

Randy has the following Initiatives set  for next quarter. 

  • Increase brand community and product awareness. 
  • Since a recent acquisition, the team has struggled to seamlessly incorporate their new products and customers in a meaningful way.
  • Increase website traffic conversion and pipeline
  • Since the launch of the newly branded website, traffic and conversion has decreased. 
  • Incorporate a scalable ABM program that makes sense, is not too tech heavy and has attainable goals set to each quarter. 
  • In the past, ABM programs have fallen flat, either from being too cumbersome or information dispersed on multiple platforms. The team needs to be able to  identify those they are targeting and how they are converting through the sales cycle. 

By clearly sharing these initiatives with their internal team, as well as their team at Qualified on a quarterly basis, it ensures focus. Tactics to support these initiatives through the Qualified Pipeline Cloud Platform can now be actioned by the larger team. This also guides reporting and metrics, so that the team can articulate progress on their next Quarterly Review. They can be found in Salesforce, or on the Qualified app through reporting and dashboarding. Full transparency to these metrics are available to Randy along the way. 

Expand the use of Qualified

Company A originally bought Qualified from a marketing perspective. Their global head of Marketing, Harry Stales,  had experience using Qualified at a previous company and advocated for it at the beginning of the year. Until this point, the team has been focused on demand generation and the fundamentals of getting the SDR team trained and using it weekly on a staffed basis. 

Now that the core team is aware of the company's quarterly initiatives, it is apparent we need to bring in more stakeholders. Enter in, Digital Marketing Specialist Reiny Maz, BDR Manager Joseph Stopher and VP of Sales, Richter Jones into the conversation.  

Sandy and Randy understand that resources and time need to be allocated to this project. It is now supported by leadership for the go-ahead.

In parts two and three of this series, we’ll see how the expanded team actions on these initiatives from a tactical perspective. By incorporating a larger subset of the team and staff, the team can be united in supporting the larger goals of the company, thus ensuring success. 

Triple pipeline generation with the Pipeline Cloud platform of features

In every meeting this year Randy and Sandy have attended it has started or ended with pipeline and revenue. Ideas have been spinning around for months. Tactics and measures are often pivoted midstream due to low results. 

Randy has just met with their Qualified team and internal POC to review a Pipeline Cloud power boost they have yet to take advantage of: Qualified Meetings. This feature ties in nicely with the quarterly goal of website conversion and creating a sense of community by customizing the experience on the website based on what we know of that prospect across the connected tech stack and Qualified platform. 

With excitement, Randy passes this feature on for the VP of Sales, Richter Jones to own as a main focus for this quarter. This simple exercise of aligning and refreshing objectives each quarter gives the entire team a concise focus on what is expected. Next, they need to find a way to execute. Each role has a part to play.

What we have learned here is that executives are crucial to success. They play a large role in providing the common goal your company is working towards. Understanding the resources needed and allowing for those resources to engage is imperative to the dedication given. It also ensures that at the end of the quarter, the metrics reporting to you are relevant. 

How many times have you sat through a KPI or Metrics review and wondered, why is this the focus? This type of misalignment is common and can lead to frustration, churn, burnout, and let’s face it, less revenue coming in the door. It is no secret that your Marketing and Sales teams all need to be aligned in order to be successful. Silos are not conducive to growth. Step into your role, and participate in your quarterly refresh of Qualified. You will see results! 

Join us for Part Two in this series to see how Company A executes its path and is supported by Qualified and the Pipeline Cloud. 

Or if you have questions today, and are new to Qualified, let’s chat, we would love to have you a part of our community! 

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