A GUIDE TO CUSTOMER LIFE-CYCLE MANAGEMENT (SONAR2)

SUPERCHARGE by maximizing your sales opportunity across all four phases of the customer life-cycle

Learn MoreThe Four Phases

OUR SONAR2 METHODOLOGY

Sonar2 is a business-to-business (B2B) sales enablement system used to optimize sales opportunity across all four phases of the customer life-cycle.  It installs a structured approach to creating buyer interest and converting it into orders, to then maximize customer experience and achieve more new business to existing accounts.

The purpose of SONAR2 is to engineer improvements in B2B sales and marketing processes.

SONAR2 has been implementing in companies in the USA, CANADA and EUROPE and is the first of its kind; a system that installs best practice throughout the sales lifecycle.

SONAR2 has four phases: 

  • SEDUCE – Draw new business opportunities to your door
  • ENGAGE – Operate an effective and predictable sales process to win new business
  • DELIGHT – Manage the customer relationship to maximize returns and customer experience
  • EXPAND – Achieve more sales to existing customers

Benefits of SONAR2

MAXIMIZE
  • Marketing spend by ensuring opportunities aren’t lost as the result of weak links in sales and marketing processes
  • Effectiveness of inbound activity to drive real sales opportunities
  • Predictability of sales activity and pipeline visibility
  • Enforce positive salesforce behaviors that maximize their productivity and your returns
  • Repeat business from customers
MINIMIZE
  • Boom or bust marketing
  • marketing teams
  • Wastage in marketing and sales activities
  • Time lost to unprofitable business activities
  • Newton Day is a B2B technology marketing agency specializing in sales enablement and conversational marketing. As an all-in-one marketing partner for tech companies, we help your brand stand out and your business grow faster.

    How B2B marketing has changed (for good)

    According to the latest research conducted by Gartner, most buying activity happens online before individuals engage with potential suppliers.  No longer can salespeople pick up the phone and cold call.  And data privacy laws means it’s not an option to blanket unknowing individuals with emails either.  For B2B companies, the digital age demands a different way of approaching marketing and sales engagement.  In most cases, it still takes a salesperson to close a deal.  That means sales and marketing teams must work together, aligned to the most profitable customer conversational paths that lead prospects to buy products and services.

    The four sales life-cycle phases

    In the pursuit of new business, it’s easy for maturing technology companies to invest too little in RETAINING and GROWING existing customer sales. The marketing spend is often focused on this one area. Yet, it’s four times easier to sell products to an existing customer as opposed to a new customer.

    Seduce

    As much as 80% of the B2B buying process happens online, with potential customers looking to learn new things, work out how to solve problems, evaluate buying options, and make a purchase. You need to engage your target audience in a sales conversation.  Before you can do that, you’ll probably need to draw them to your website.  It’s not about attracting anymore.  Marketing today is about getting people to WANT to become your customer.  It’s a practise that’s best described as SEDUCTION the process of deliberately enticing a person, to engage in a relationship.

    In SONAR2 Conversational Marketing theory, the five steps of the SEDUCTION phase are: 

    1. Profile
    2. Tempt
    3. Entice
    4. Gain Consent
    5. Assign

    Engage

    It’s never easy to convert an interested prospect into a buyer.  Regardless of what some marketers might think, technologies sold to companies still need ‘selling’ which is about educating a potential buyer on the risks, choices and opportunities of a purchase, drawing out the value of your offer and closing a deal that benefits both parties (i.e. the buyer and the seller).  An engagement sales process typically takes on the form of a sales funnel or pipeline.  These reporting approaches are commonly employed by B2B technology companies to monitor progress of sales opportunities as they draw closer to a closed deal.  The most common phases are interest, opportunity, prospect and customer.

    In SONAR2 Conversational Marketing theory, the five steps of the ENGAGEMENT phase are: 

    1. Suspect
    2. Opportunity
    3. Propose
    4. Prospect
    5. Close-Sign
    Delight

    Delighting customers is about delivering an above and beyond customer experience that results in customers becoming repeat customers.  Existing customers represent a huge source of income that’s rarely realized. Organizations often lack workable strategies, processes, systems and outcome metrics!  They may measure success on number of calls or visits, but that’s no measure of results.   Most will also monitor revenues though over performance in one area can disguise under-achievement in another. 

    In SONAR2 Conversational Marketing theory, the five steps of the DELIGHT phase are: 

    1. Onboard
    2. Review
    3. Re-Scope
    4. Petition
    5. Pre-Propose;

    Expand

    Few organizations today have a dedicated sales team to expand sales to existing customers.  That’s a big missed opportunity given that it’s five times less expensive to sell another product to an existing customer compared to winning a new one.  The customer sales expansion discipline is very different to New Business Sales and Customer Service (the focus of customer Delight and Retention policies).  It relies very much on data-centric decision making and an Account Based Selling approach.

    In SONAR2 Conversational Marketing theory, the five steps of the EXPANSION phase are:

    1. Profile
    2. Evaluate
    3. Risk Assess
    4. Engage
    5. Propose

    Excerpts from the SONAR2 Fundamentals Course

    Why use SONAR2?

    Overcome the inhibitors to sales!  Speak to salespeople and they will often raise the following factors as being inhibitors on their effectiveness to sell.

    LEADS – What on earth is a ‘marketing qualified lead?’  Salespeople wnat REAL sales leads that suggest a prospective buyer wants to purchase what they have to sell.  All too often, inbound marketing produces ‘interest’ but no agenda to purchase, and what the prospect wants to buy is not what a salesperson has to sell.  Fix this problem by aligning sales and marketing effort around profitable conversations!

    FOCUS – Knowing which prospects are likely to generate the biggest rewards.  Sales focus can be improved enormously through the effective use of sales performance insights (that qualify profitability of existing accounts and pinpoint the most desirable prospect accounts).

    TIME – Sales time is precious.  Many salespeople get tasked with ‘other duties’ like completing data-entry tasks for CRM systems, or writing reports etc.  These activities can reduce time spent prospecting for new business or meeting with existing customers to grow trust and explore new sales opportunities.

    CONTENT – Salespeople are sometimes short of the tools and information they need.  Other times, they are overloaded with content.  What salespeople ask for is the best content and tools at the right time in the sales process that’s personalized as much as possible to the sales situation and Use Case.

    CREDENTIALS – Sourcing testimonials and case stories is never easy.  Often, the task of creating credentials falls somewhere between sales and marketing teams.  In consequence, salespeople can lack the evidence they need to present to customers that the company they represent has suitable experience to deliver the customer solution.

    PROPOSAL WRITING – Whether the business demands a written proposal or RFP response, salespeople can lose a great deal of time to the task of authoring customer offers.  This can be aided these days through the use of artficial intelligence led response management systems.

     

    Find out about SONAR2 Certified sales enablement practitioner training

    Keen to learn more about B2B Sales Enablement?  Why not get qualified as a SONAR2 Consultant?

    If you want to master B2B tech marketing and optimize all four sales processes, then you need the know-how, tools and tips we supply in our SONAR2 Certified Training Courses.  Find out more today!