Sales & Marketing

Procedures
For Sales Pipeline
Management

US$ 595.00

Includes six (6) modules:
1. Introduction and Table of
Contents
2. Guide to preparing a well
written manual
3. A Sample Sales & Marketing
Executives Manual covering
common requirements and
practices
4. 32 Policies and 89
corresponding forms
5. Guide to Internet Marketing
6. Complete Index

Choose your delivery option:
Hard Cover Book plus
CD containing all documents
in editable Microsoft Word
format and instant download
or
Instant download only (no
shipping)

Have questions? Email:
sales@bizmanualz.com

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800-466-9953
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Integrated Sales and Marketing Procedures
Sales and Marketing Procedures manual takes best practices and sound advice from
experts in the sales and marketing fields and brings them together in one well organized,
easy-to-use, and readily customizable template to manage your sales and marketing
processes. The Sales and Marketing Procedures manual helps you organize and manage
these essential functions, giving you direction and guidance to help you turn the art of
marketing and sales into science. This manual helps you break down the barriers between
sales and marketing departments. It emphasizes communication and unity of purpose,
helps you set a clear course for your sales and marketing strategy, and lays the foundation
for continual improvement.
32 Prewritten Policies and Procedures
1. Advertising
2. Customer Life Cycle
3. Customer Quality
4. Customer Requirements
5. Customer Service
6. Direct Mailing Marketing
7. Goals and Objectives
8. Internet Marketing
9. Lead Assessment
10. Marketing Plan
11. Marketing Research and Analysis
12. Marketing Strategy Plan
13. Meeting
14. Product Cycle Management
15. Product Development
16. Product Launching
17. Product Recall

18. Public Relations
19. Sales Administration
20. Sales and Marketing Document
Control
21. Sales and Marketing Records
Management
22. Sales Call Management
23. Sales Compensation Plan
24. Sales Hiring
25. Sales Lead Management
26. Sales Supplies
27. Sales Training Plan
28. Situation Analysis
29. Stakeholder Analysis
30. Strategy Team
31. Trade Show Event
32. Vision and Mission

89 Forms and Records
1. Project Planning Timeline
2. Project Status Report
3. Strategy Team Review Checklist
4. Project Progress Review Checklist
5. Stakeholder Analysis Matrix
6. Stakeholder Analysis Review Checklist
7. Stakeholder Analysis Report
8. Market Segmentation Worksheet
9. Marketing Database
10. Market Analysis
11. SWOT Analysis Worksheet
12. Competitive Analysis Worksheet
13. Situational Analysis Report
14. Goals/Objectives Worksheet
15. Goals/Objectives Statement
16. Marketing Strategy Matrix
17. Strategy Checklist
18. Marketing Strategy
19. Marketing Plan
20. Marketing Budget Template
21. Advertising Review Worksheet
22. Advertising Objectives-Strategies Worksheet
23. Advertising Plan
24. Advertising Schedule (Sample)
25. Internet Planning Worksheet
26. Internet Plan
27. Keyword Log
28. Public Relations Plan Worksheet




Sales & Marketing
Procedures
For Sales Pipeline
Management




Forms and Records, continued...


29. PR Event Checklist
30. Public Relations Plan
31. Media Kit Checklist
32. Press Release Template
33. PR Events Log
34. Trade Show / Event Planning Worksheet
35. Trade Show Plan
36. Trade Show Worksheet
37. Trade Show Checklist
38. Trade Show / Event Supply Checklist
39. Equipment Request from Inventory
40. Show Registration
41. Visitor Evaluation
42. Trade Show / Exhibit Summary
43. Direct Mail Planning Worksheet
44. Direct Mail Budget Worksheet
45. Direct Mail Plan
46. Lead Management Plan
47. Leads Database
48. Lead Management Status Report
49. Customer Life Cycle Management Plan
50. Sales Management Plan
51. Sales Forecast
52. Weekly Sales Summary
53. Prospect Management Plan
54. Prospect Database
55. Qualifying Questionnaire
56. Sales Plan
57. Customer Database
58. Order Database
59. Customer Contact Worksheet
60. Sales Account Maintenance Plan
61. Customer Improvement Plan
62. Customer Improvement Goals Worksheet
63. Customer Feedback Form
64. Customer Complaint-Feedback Strategy
65. Document Request
66. Document Control Database
67. Sales/Marketing Records List
68. Sales Supply Checklist/Order Form
69. Sales Compensation Plan
70. Qualification Checklist
71. Interview Guidelines
72. Sales Competency Matrix
73. Individual Sales Training Record
74. Sales Training Plan
75. Meeting Agenda
76. Product Life Cycle Management Plan
77. Request for Engineering Action
78. Requirements Definition
79. Product Brief
80. Design Review Checklist
81. Design Completion Checklist - Electromechanical Devices
82. Design Completion Checklist - Non-Electromechanical Devices
83. Product Test
84. Product Launch Plan
85. Product Recall Request (Internal)
86. Food Product Recall Checklist
87. Non-Food Product Recall Checklist
88. Product Return Form
89. Customer Requirements Checklist
Sales & Marketing Policies, Procedures and Forms www.bizmanualz.com

Sample Procedure Page 3 of 11

Document ID
SL1020
Title
QUALIFYING LEADS
Print Date
mm/dd/yyyy
Revision
0.1
Prepared By

Date Prepared
mm/dd/yyyy
Effective Date:
mm/dd/yyyy
Reviewed By

Date Reviewed
mm/dd/yyyy
Approved By

Date Approved
mm/dd/yyyy
Applicable Standard: None

Policy: In order to focus the efforts of the professional sales staff, the
company shall determine which leads generated by advertising,
marketing, and sales are prospective customers that should receive a
sales call.
Purpose: To outline the procedure for classifying sales leads and to identify
leads ready for the attention of the professional sales staff.
Scope: This procedure applies to all sales leads generated by marketing,
advertising, and sales efforts.
Responsibilities: Marketing shall regularly provide the Sales Administrators with all
leads generated by inquiry forms. Marketing shall adjust marketing
techniques according to leads and sales statistics provided by Sales
Management.
Sales Administrators shall gather information in order to qualify
leads according to the prospect of potential sales, then attempt to set a
sales call appointment for qualified leads. Sales Administrators shall
also maintain a Leads Database, for information about all incoming
leads, and a Prospects Database, for information on qualified leads.
Sales Administrators shall complete the SL1020-3 LEAD
QUESTIONNAIRE and maintain the SL1020-2 PROSPECT
DATABASE
Sales Management shall set the qualifying procedure, define the
qualifying parameters, and supply the Sales Administrators with the
proper training, forms, and tools necessary to qualify leads. Sales
Management shall also monitor and adjust the qualifying procedures
and its associated forms and records in order to maximize efficiency
and meet lead, prospect, and sales targets.
Professional Sales Staff shall provide information to the Sales
Management on a daily or weekly basis on the sales status of
qualified leads.
Definitions: Lead: Any potential customer whose name and/or information was
Sales & Marketing Policies, Procedures and Forms www.bizmanualz.com

Sample Procedure Page 4 of 11
garnered through sales, marketing, or advertising techniques.
Lead Inquiry Form: A brief questionnaire form (available through
trade shows, web pages, and advertising tear cards for example), that
has been completed and submitted by a potential customer.
Qualified Lead or Prospect: A business, organization, or individual
identified by the company as having: a current or impending need;
the resources to purchase or lease the Company's product; and the
authority to purchase/lease.
Procedure:
QUALIFYING LEADS PLAN
1.1 Sales Management shall communicate daily/weekly targets for the number of
incoming leads and the number of qualified leads stated in the SL1010-1
SALES MANAGEMENT PLAN to Sales Administrators.
1.2 Sales Management shall develop a process to assign a category to incoming leads
according to the source of the lead and the information available about the lead.
1.3 Sales Management shall provide all the necessary forms and schedules required
for qualifying leads.
1.4 Sales Management and Marketing Management shall develop a SL1020-2
PROSPECT DATABASE.
1.5 The Sales Administrators shall process incoming leads according to the
Qualifying Lead Procedure, determine status of lead quality according to defined
categories, and take the appropriate action as determined by SL1020-1
PROSPECT MANAGEMENT PLAN.
1.6 The Sales Administrators and Professional Sales Staff shall maintain the SL1020-
2 PROSPECT DATABASE.
1.7 Sales Administrators and Professional Sales Staff shall submit regular
(daily/weekly/monthly) reports to Sales Management with information on the
number of incoming leads and their sources, qualified leads and their sources, and
sales and their lead sources.
QUALIFYING LEADS
2.1 Marketing and the Professional Sales Staff shall supply the Sales Administrators
with leads on a daily basis through the MT1060-2 LEADS DATABASE.
2.2 Sales Administrators shall enter the information available on the Lead Inquiry
Form into the MT1060 LEAD DATABASE and onto a Lead Questionnaire.
2.3 Sales Administrators shall interview leads to collect and/or complete the required
lead information using the SL1020-3 LEAD QUESTIONNAIRE.
Sales Administrators shall start the qualifying lead for phone inquires upon
receiving the call.
Sales & Marketing Policies, Procedures and Forms www.bizmanualz.com

Sample Procedure Page 5 of 11
Sales Administrators shall respond to inquiry forms received by mail, web
forms, or email within 48 hours.
2.4 The Sales Administrator shall evaluate the lead and its associated information and
make a determination on the qualifying status according to the SL1020-3 LEAD
QUESTIONNAIRE and the required action according to the SL1020-1
PROSPECT MANAGEMENT PLAN.
Any Lead determined by the Sales Administrator to fit into Category 3 or
Category 4 on the SL1020-3 LEAD QUESTIONNAIRE shall be deemed a
qualified lead or prospect.
The Sales Administrator shall update the MT1060 LEAD DATABASE and
enter qualified leads and associated information into the SL1020-2
PROSPECT DATABASE.
Sales Administrators shall attempt to set a sales appointment within two
weeks for all qualified leads.
2.5 Each subsequent contact with a lead by a Sales Administrator or the Professional
Sales Staff shall result in a re-interview of the lead. The information on the
SL1020-3 LEAD QUESTIONNAIRE shall be updated and the qualifying status
of the lead re-evaluated. The MT1060-2 LEAD DATABASE and SL1020-2
PROSPECT DATABASE shall be updated after each lead contact
2.6 The Sales Administrator shall complete the SL1010-3 SALES-LEADS
TARGETS form with the actual number of leads interviewed, the number of leads
qualified, and the number of sales appointments set, and submit the form to Sales
Management daily or weekly.
3.0 MONITORING THE QUALIFYING PROCESS
3.1 Sales Management shall review daily or weekly the information provided on the
SL1020-2 PROSPECT DATABASE leads, to determine if targets leads
contacted, leads qualified, and sales appointments are being reached.
3.2 Sales Management shall review daily/weekly on the MT1060 LEAD
DATABASE and the SL1020-2 PROSPECT DATABASE to determine which
marketing, advertising, and sales efforts are most effective at providing leads,
qualified leads, and sales appointments.
4.0 IMPROVING THE QUALIFYING PROCESS
4.1 Sales Management shall review and improve, as required, procedures and forms
for effectively qualifying leads and meeting sales pipeline goals including the
following:
Information collected in the on MT1060-3 LEAD DATABASE and the
SL1020-2 PROSPECT DATABASE
Sales & Marketing Policies, Procedures and Forms www.bizmanualz.com

Sample Procedure Page 6 of 11
Information collected during lead interviews and how information is used to
qualify leads (category placement, number and types of categories) on the
SL1020-3 LEAD QUESTIONNAIRE
Sales pipeline goals
The SL1020-1 PROSPECT MANAGEMENT PLAN
4.2 Sales Management shall meet regularly with the Sales Administrators to review
the SL1010-3 SALES-LEADS TARGETS and make improvements and
adjustments in the qualifying leads process.
4.3 Sales Management shall meet regularly with Marketing to review which
marketing techniques provide the largest number and highest percentage of leads,
qualified leads, and sales appointments.
References:
A. Sales & Marketing Executives' Manual
Section 5.3.3 "Qualifying Leads"
Additional Resources:
A. Principles of Marketing - Part 18: The Selling Process, KnowThis.com,
http://www.knowthis.com/tutorials/principles-of-marketing/the-selling-
process.htm
Forms/Records:
SL1020-1 PROSPECT MANAGEMENT PLAN
SL1020-2 PROSPECT DATABASE
SL1020-3 QUALIFYING QUESTIONNAIRE
Sales & Marketing Policies, Procedures and Forms www.bizmanualz.com

Sample Procedure Page 7 of 11
Revision History:
Revision Date Description of changes Requested By
0.0 Initial Release













Sales & Marketing Policies, Procedures and Forms www.bizmanualz.com

Sample Procedure Page 8 of 11
SL1020-1 PROSPECT MANAGEMENT PLAN

Category Description Action
0 Not a potential customer; no interest or need
in product or service
Note on Leads Database
1 A lead whose needs and status are unknown Attempt to gather further
information and find a
point of contact and note in
Leads Database.
2 A lead that uses a provided product or service,
but does not have a current or impending
need, or lacks the resources or authority to
purchase a provided product or service, or has
low interest in the product or service
Maintain mail/email
contact, note dates of future
activity in Leads Database
3 A lead that has an future, but not impending
need, has the resources, and has the authority
to buy or use a provided product or service, or
has moderate interest in the product or service
Add to Prospects Database,
pass prospect information
to Sales.
4 A lead that has a current or immediate need,
has the resources, and has the authority to buy
or use a provided product or service, has a
high level of interest in the product or service,
and is willing meet with Sales.
Add to Prospects Database,
Set Sales appointment, Pass
prospect information to
Sales Staff.


Sales & Marketing Policies, Procedures, and Forms www.bizmanualz.com
Sample Procedure Page 9 of 11
SL 1020-2 PROSPECT DATABASE
Company
Name
Primary
Activity
Address Contact Contact
Phone
Contact
Title
Prospect
Category
Qualifying
Points
Comments






Comments:


Approval:
Date


Sales & Marketing Policies, Procedures, and Forms www.bizmanualz.com
Sample Procedure Page 10 of 11
















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Sales & Marketing Policies, Procedures and Forms www.bizmanualz.com
Sample Procedure Page 11 of 11

SL1020-3 LEAD QUESTIONNAIRE


Completed by:

Contact Information:
Name:

Title: Phone:
Email: Date of Inquiry:

Date of Interview:
Company:
Company Address:
Primary Business Activity:
Secondary Business Activity:
Product/Service Inquiry:
Source of Reference:
Timeframe Product/Service Needed:
Number of Employees:
Number of Locations:
Number of Employees at this location:
Primary Customers:
Funding Available for Product/Service?:
Current Provider/Vendor:
Yearly Quantities/Sales:
Authority to Purchase?:
Problems to be Solved by Purchase:
Desire Sales Appointment?:
Sales Appointment Date/Time: Appointment Location:


Overall Prospect Category:

0 - No need or interest in Product/Service:
1 - Required information not available
2 Uses Product/Service, has low interest, no impending need, or no funding
3 Uses Product/Service, has moderate interest, and a future need
4 Uses Product/Service, high interest, immediate need, and funding; sales appointment
set

Comments: