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Sales & Marketing Policies and Procedures Manual

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.
US$ 595.00 Includes seven (7) modules:  Instant download
1. Introduction and Table of Contents  Available immediately
How to Order: 2. Guide to preparing a well written manual  (no shipping required)
Online: 3. A Sample Sales & Marketing Executive’s  Files are delivered
www.bizmanualz.com Manual covering common requirements electronically in Microsoft
By Phone: 314-384-4183 Word format
and practices
866-711-5837
Email: sales@bizmanualz.com 4. 41 Policies and 102 corresponding forms
5. Guide to Internet Marketing
6. 22 Job Descriptions covering every
position referenced in the Manual
7. Complete Index

Sample Policy from Sales & Marketing Policies and Procedures Manual
Sales Section: Qualifying Leads

Document ID Title Print Date

SL1020 QUALIFYING LEADS mm/dd/yyyy
Revision Prepared By Date Prepared
0.0 Preparer’s Name/Title mm/dd/yyyy
Effective Date Reviewed By Date Reviewed
mm/dd/yyyy Reviewer’s Name/Title mm/dd/yyyy
Approved By Date Approved
Final Approver’s Name/Title mm/dd/yyyy

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
 Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual includes
an example policy, procedure, a list of topics, forms and job descriptions

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
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.
 Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual includes
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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 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.
 Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual includes
an example policy, procedure, a list of topics, forms and job descriptions

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
 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
 Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual includes
an example policy, procedure, a list of topics, forms and job descriptions

Revision History:

Revision Date Description of changes Requested By

0.0 Initial Release

 Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual includes
an example policy, procedure, a list of topics, forms and job descriptions

SL1020-1 – PROSPECT MANAGEMENT PLAN

Category Description Action
0 Not a potential customer; no interest or need in Note on Leads Database
product or service

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 Maintain mail/email contact,
does not have a current or impending need, or lacks note dates of future activity in
the resources or authority to purchase a provided Leads Database
product or service, or has low interest in the product
or service

3 A lead that has an future, but not impending need, Add to Prospects Database, pass
has the resources, and has the authority to buy or prospect information to Sales.
use a provided product or service, or has moderate
interest in the product or service

4 A lead that has a current or immediate need, has the Add to Prospects Database, Set
resources, and has the authority to buy or use a Sales appointment, Pass
provided product or service, has a high level of prospect information to Sales
interest in the product or service, and is willing meet Staff.
with Sales.

SL 1020-2 – PROSPECT DATABASE

Company Primary Address Contact Contact Contact Prospect Qualifying Comments
Name Activity Phone Title Category Points

Comments:

Approval:

Date
 Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual includes
an example policy, procedure, a list of topics, forms and job descriptions

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

Comments:
 Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual includes
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Sales & Marketing Policies and Procedures Manual:

41 Prewritten Policies and Procedures
Marketing Planning Sales ( Con’t)
1. Strategy Team 21. Customer Service
2. Stakeholder Analysis 22. Telephone Answering Policy
3. Vision and Mission 23. Complaint Handling
4. Marketing Research/ Analysis 24. Post-Sale Customer Follow Up
5. Situational Analysis 25. Customer Satisfaction Survey
6. Goals and Objectives 26. Service Satisfaction
7. Marketing Strategy
8. Marketing Plan Sales and Marketing Administration
9. Social Media Strategy 27. Document Control
28. Record Control
Marketing Tactics 29. Sales Supplies
10. Advertising 30. Sales Compensation
11. Internet Marketing 31. Sales Hiring
12. Public Relations 32. Sales Training
13. Trade Shows/Events 33. Meetings
14. Direct Mail
15. Lead Management Product Management
34. Product Life Cycle Management
Sales 35. Product Development
16. Customer Life Cycle Management 36. Product Launch
17. Sales Management 37. Product Recalls
18. Qualifying Leads 38. Customer Requirements
19. Sales Calls 39. Warranty and Service Policies
20. Customer Improvement 40. Service Parts Pricing
41. Customer Returns

Job Descriptions: A complete job description is included for each of the 22 positions referenced in the Sales &
Marketing Polices and Procedure Manual. Each position includes a summary description of the position, essential
duties and responsibilities, organizational relationships, a list of the procedures where the position is referenced,
specific qualifications, physical demands of the position, and work environment.

Accounting Manager Internet Marketing Manager Production Manager

Board Member
Chief Executive Officer (CEO)
Customer Service Manager
Customer Service Representative
Director of Quality
Engineering Manager
Human Resources Manager
Manufacturing Manager Public Relations Manager
Marketing Manager Quality Manager
Marketing Researcher Sales Manager
Procurement Manager Sales Representative
Product Development Assistant Service Manager
Product Manager Trade Show Coordinator
 Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual includes
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102 Corresponding Forms and Records

Marketing Planning Marketing Tactics

1. Project Planning Timeline (Sample) 26. Advertising Review Worksheet
2. Project Status Report 27. Advertising Objectives-Strategies Worksheet
3. Strategy Team Review Checklist 28. Advertising Plan
4. Project Progress Review Checklist 29. Advertising Schedule (Sample)
5. Stakeholder Analysis Matrix 30. Internet Planning Worksheet
6. Stakeholder Analysis Review Checklist 31. Internet Plan
7. Stakeholder Analysis Report 32. Keyword Log
8. Market Segmentation Worksheet 33. Public Relations Plan Worksheet
9. Marketing Database 34. PR Event Checklist
10. Market Analysis 35. Public Relations Plan
11. SWOT Analysis Worksheet 36. Media Kit Checklist
12. Competitive Analysis Worksheet 37. Press Release Template
13. Situational Analysis Report 38. PR Events Log
14. Goals/Objectives Worksheet 39. Trade Show / Event Planning Worksheet
15. Goals/Objectives Statement 40. Trade Show Event Plan
16. Marketing Strategy Matrix 41. Trade Show Worksheet
17. Strategy Checklist 42. Trade Show Checklist
18. Marketing Strategy 43. Trade Show / Event Supply Checklist
19. Marketing Plan 44. Equipment Request from Inventory
20. Marketing Budget Template 45. Show Registration
21. Social Media Planning Worksheet 46. Visitor Evaluation
22. Social Media Plan 47. Trade Show / Exhibit Summary
23. Social Media Calendar 48. Direct Mail Planning Worksheet
24. Social Media Log 49. Direct Mail Budget Worksheet
25. Social Media Policy & Acknowledgement 50. Direct Mail Plan
51. Lead Management Plan
52. Leads Database
53. Lead Management Status Report
Sales and Marketing Administration
Sales 75. Document Request
54. Customer Life Cycle Management Plan 76. Document Control Database
55. Sales Management Plan 77. Sales/Marketing Records List
56. Sales Forecast 78. Sales Supply Checklist/Order Form
57. Weekly Sales Summary 79. Sales Compensation Plan
58. Prospect Management Plan 80. Qualification Checklist
59. Prospect Database 81. Interview Guidelines
60. Lead Questionnaire 82. Competency Matrix
61. Sales Plan 83. Individual Training Record
62. Customer Database 84. Training Plan
63. Order Database 85. Meeting Agenda
64. Customer Contact Worksheet
65. Sales Account Maintenance Plan Product Management
66. Customer Improvement Plan 86. Product Life Cycle Management Plan
67. Customer Improvement Goals Worksheet 87. Request for Engineering Action
68. Customer Complaint-Feedback Strategy 88. Requirements Definition
69. Phone Message 89. Product Brief
70. Customer Service Contact 90. Design Review Checklist
71. Customer Service Log 91. Design Completion Checklist –
72. Post-Sale Satisfaction Report Electromechanical Devices
73. Customer Satisfaction Survey 92. Design Completion Checklist –
74. Customer Service Satisfaction Report Non-Electromechanical Devices
93. Product Test
94. Product Launch Plan
95. Product Recall Request (Internal)
96. Food Product Recall Checklist
97. Non-Food Product Recall Checklist
98. Product Return Form
99. Customer Requirements Checklist
100.Limited Warranty Form (Sample)
101.Returned Goods Authorization
102.Customer Returns Database