AccuReg Software Annual Sales & Marketing Playbook, 2018
A strong marketing foundation, a well-defined sales and marketing funnel, and alignment between sales and marketing alignment are essential for scalability, sustainability, and revenue success. It was based on this idea that the AccuReg Sales and Marketing Playbook initiative was born. This project, undertaken in strategic collaboration with our Chief Revenue Officer, redefined and streamlined our Revenue Operations (RevOps), mapped out our annual sales and marketing strategy, established key performance indicators (KPIs), and outlined a framework to achieve our goals. Ultimately, this initiative resulted in our most successful marketing program to date, generating more than 90% of all high-quality leads (HQLs), and contributing to $11 million in annual sales—a remarkable 40% year-over-year increase.
Key to this success was the development of a comprehensive sales and marketing playbook (Seen below), closely aligned with revenue goals and corporate objectives. By partnering closely with the sales and revenue business office (RBO) team, and an outsourced agency partner overseeing a deep dive and analysis of our historical data, I led the successful integration of Salesforce and Pardot. This integration established a cohesive lead generation process, automating and optimizing our tech stack to capture, score, track, and nurture leads throughout the sales and marketing journey. This initiative enhanced our lead tracking, scoring, and nurturing capabilities, significantly improving lead conversion rates and overall sales outcomes.
To ensure clarity and consistency in lead qualification and progression, we redefined the stages of our sales cycle — IMP (Impression), MAL (Marketing Accepted Lead), MQL (Marketing Qualified Lead), SAL (Sales Accepted Lead), SQL (Sales Qualified Lead), etc. Regular tracking and analysis of lead progression through the funnel enabled us to report on pipeline growth and agreed upon KPIs. This allowed data-driven decision-making and continuous optimization of our strategies. We were on our way to sustainable, scalable, revenue success.
AccuReg is a healthcare software provider that marketed front-end revenue cycle software to hospitals and health systems (8 native software programs in suite), with $82 million in annual revenue and 276 employees.