Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual

includes
an example policy, procedure, a list of topics, forms and job descriptions
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.

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Includes seven (7) 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. 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

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Sample Policy from Sales & Marketing Policies and Procedures

Manual
Sales Section: Qualifying Leads

Document ID
SL1020
Revision
0.0
Effective Date
mm/dd/yyyy

Title
QUALIFYING LEADS
Prepared By
Preparers Name/Title
Reviewed By
Reviewers Name/Title
Approved By
Final Approvers Name/Title

Print Date
mm/dd/yyyy
Date Prepared
mm/dd/yyyy
Date Reviewed
mm/dd/yyyy
Date Approved
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.

Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual

includes
an example policy, procedure, a list of topics, forms and job descriptions
Responsibiliti
es:

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 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.

Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual

includes
an example policy, procedure, a list of topics, forms and job descriptions
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.

2.4

2.5

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.

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.

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

Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual

includes
an example policy, procedure, a list of topics, forms and job descriptions
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
4.1

IMPROVING THE QUALIFYING PROCESS

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:

Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual

includes
an example policy, procedure, a list of topics, forms and job descriptions

A. Principles of Marketing - Part 18: The Selling Process,

KnowThis.com,
http://www.knowthis.com/tutorials/principles-ofmarketing/the-selling-process.htm

Forms/Records:
SL1020-1 PROSPECT MANAGEMENT PLAN
SL1020-2 PROSPECT DATABASE

SL1020-3 QUALIFYING QUESTIONNAIRE

Revision History:
Revisi
on
0.0

Date

Description of changes
Initial Release

Requested
By

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

Not a potential customer; no interest or

need in product or service

Note on Leads Database

A lead whose needs and status are

unknown

Attempt to gather further

information and find a
point of contact and note
in Leads Database.

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

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.

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.

SL 1020-2 PROSPECT DATABASE

Company
Name

Primary
Activity

Comments:
Approval:

Address

Contact

Contact
Phone

Contact
Title

Prospect
Category

Qualifying
Points

Comments

Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual

includes
an example policy, procedure, a list of topics, forms and job descriptions
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
an example policy, procedure, a list of topics, forms and job descriptions

Sales & Marketing Policies and Procedures Manual:

41 Prewritten Policies and Procedures
1.
2.
3.
4.
5.
6.
7.
8.
9.

Marketing Planning
Strategy Team
Stakeholder Analysis
Vision and Mission
Marketing Research/ Analysis
Situational Analysis
Goals and Objectives
Marketing Strategy
Marketing Plan
Social Media Strategy

10.
11.
12.
13.
14.
15.

Marketing Tactics
Advertising
Internet Marketing
Public Relations
Trade Shows/Events
Direct Mail
Lead Management

16.
17.
18.
19.
20.

Sales
Customer Life Cycle Management
Sales Management
Qualifying Leads
Sales Calls
Customer Improvement

21.
22.
23.
24.
25.
26.

Sales ( Cont)
Customer Service
Telephone Answering Policy
Complaint Handling
Post-Sale Customer Follow Up
Customer Satisfaction Survey
Service Satisfaction

27.
28.
29.
30.
31.
32.
33.

Sales and Marketing Administration

Document Control
Record Control
Sales Supplies
Sales Compensation
Sales Hiring
Sales Training
Meetings

34.
35.
36.
37.
38.
39.
40.
41.

Product Management
Product Life Cycle Management
Product Development
Product Launch
Product Recalls
Customer Requirements
Warranty and Service Policies
Service Parts Pricing
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
Board Member
Chief Executive Officer (CEO)
Customer Service Manager
Customer Service Representative
Director of Quality
Engineering Manager
Human Resources Manager

Internet Marketing Manager

Manufacturing Manager
Marketing Manager
Marketing Researcher
Procurement Manager
Product Development Assistant
Product Manager

Production Manager
Public Relations Manager
Quality Manager
Sales Manager
Sales Representative
Service Manager
Trade Show Coordinator

Bizmanualz Sample from the Sales & Marketing Policies and Procedures Manual

includes
an example policy, procedure, a list of topics, forms and job descriptions

102 Corresponding Forms and Records

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.

Marketing Planning
Project Planning Timeline (Sample)
Project Status Report
Strategy Team Review Checklist
Project Progress Review Checklist
Stakeholder Analysis Matrix
Stakeholder Analysis Review Checklist
Stakeholder Analysis Report
Market Segmentation Worksheet
Marketing Database
Market Analysis
SWOT Analysis Worksheet
Competitive Analysis Worksheet
Situational Analysis Report
Goals/Objectives Worksheet
Goals/Objectives Statement
Marketing Strategy Matrix
Strategy Checklist
Marketing Strategy
Marketing Plan
Marketing Budget Template
Social Media Planning Worksheet
Social Media Plan
Social Media Calendar
Social Media Log
Social Media Policy & Acknowledgement

54.
55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
72.
73.
74.

Sales
Customer Life Cycle Management Plan
Sales Management Plan
Sales Forecast
Weekly Sales Summary
Prospect Management Plan
Prospect Database
Lead Questionnaire
Sales Plan
Customer Database
Order Database
Customer Contact Worksheet
Sales Account Maintenance Plan
Customer Improvement Plan
Customer Improvement Goals Worksheet
Customer Complaint-Feedback Strategy
Phone Message
Customer Service Contact
Customer Service Log
Post-Sale Satisfaction Report
Customer Satisfaction Survey
Customer Service Satisfaction Report

Marketing Tactics
26. Advertising Review Worksheet
27. Advertising Objectives-Strategies Worksheet
28. Advertising Plan
29. Advertising Schedule (Sample)
30. Internet Planning Worksheet
31. Internet Plan
32. Keyword Log
33. Public Relations Plan Worksheet
34. PR Event Checklist
35. Public Relations Plan
36. Media Kit Checklist
37. Press Release Template
38. PR Events Log
39. Trade Show / Event Planning Worksheet
40. Trade Show Event Plan
41. Trade Show Worksheet
42. Trade Show Checklist
43. Trade Show / Event Supply Checklist
44. Equipment Request from Inventory
45. Show Registration
46. Visitor Evaluation
47. Trade Show / Exhibit Summary
48. Direct Mail Planning Worksheet
49. Direct Mail Budget Worksheet
50. Direct Mail Plan
51. Lead Management Plan
52. Leads Database
53. Lead Management Status Report
Sales and Marketing Administration
75. Document Request
76. Document Control Database
77. Sales/Marketing Records List
78. Sales Supply Checklist/Order Form
79. Sales Compensation Plan
80. Qualification Checklist
81. Interview Guidelines
82. Competency Matrix
83. Individual Training Record
84. Training Plan
85. Meeting Agenda
Product Management
Product Life Cycle Management Plan
Request for Engineering Action
Requirements Definition
Product Brief
Design Review Checklist
Design Completion Checklist
Electromechanical Devices
92. Design Completion Checklist
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
86.
87.
88.
89.
90.
91.