This document provides steps to improve a B2B sales process: 1. Analyze current sales data like deal details and customer touchpoints to understand what is and isn't working. 2. Define the buyer's journey from the customer's perspective through stages like awareness, consideration, and decision. Create target customer personas. 3. Determine the actions needed to move prospects between stages, such as demonstrations, videos, or meetings. 4. Set exit criteria for each stage including metrics like conversion rates and time spent to identify process inefficiencies.

1. How to improve your
B2B sales process
Aisling Foley

2. Analyse
Define
buyer’s
journey
Define
next
stage
action
Define
exit
criteria
Measure
results

3. ▪ What is working, what isn’t?
▪ What did the your last 5 deals look like?
▪ What were customer touch points?
▪ How long did it take/how long between each
step?
Analyse

4. ▪ Buyer’s journey
❑ What is the process from customer’s perspective?
• Awareness: The buyer realises they have a problem
• Consideration: The buyer defines problem and
researches options to solve it
• Decision: The buyer chooses solution
▪ Create target persona
❑ Semi-fictional representation of ideal customer
based on market research and real data on
existing customers
• Customer demographics, behaviour patterns, traits,
motivations, goals, barriers to achieving goals
• Include as much detail as possible
Define
buyer’s
journey

5. ▪ What causes a prospect to move from one
stage to next (based on actions of prospect)
Define
next
stage
action

6. ▪ The things that have to happen in order for
sale to move from one stage to next
• Demo
• Video
• Testimonial
• Blog
• White paper
• Meeting
• Tech questions/meeting
• Reference visit
Define
exit
criteria

7. ▪ How many prospects transitioned into and
out of each step in a given time period
▪ How long did they remain at each step and
average duration
▪ Which step (if any) takes too long for
prospects to move from
▪ % prospects close after demo
▪ % prospects who request demo after
discovery call
▪ Churn rate
❑ How can you use this data to identify
mismatched prospects early in sales process?
Measure
results

8. www.aislingfoley.com
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