Policy Manual

SAMPLEFROMTHESALES&MARKETINGPOLICIESANDPROCEDURESMANUALINCLUDESAN
EXAMPLEPROCEDURE,ALISTOFTOPICSFORMSANDJOBDESCRIPTIONS
Sales & Marketing Policies and Procedures Manual
US$595.00
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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.
Includesseven(7)modules:
1. IntroductionandTableofContents
2. Guidetopreparingawellwrittenmanual
3. ASampleSales&MarketingExecutives
Manualcoveringcommonrequirements
andpractices
4. 41Policiesand102correspondingforms
5. GuidetoInternetMarketing
6. 22JobDescriptionscoveringevery
positionreferencedintheManual
7. CompleteIndex
Chooseyourdeliveryoption:
HardCoverBookplusCD
containingalldocumentsin
editableMicrosoftWord
formatandinstantdownload
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shipping)
SamplePolicyfromSales&MarketingPoliciesandProceduresManual
SalesSection:QualifyingLeads
DocumentID
SL1020
Revision
0.0
EffectiveDate
mm/dd/yyyy
Policy:
Title
QUALIFYINGLEADS
PreparedBy
PreparersName/Title
ReviewedBy
ReviewersName/Title
ApprovedBy
FinalApproversName/Title
PrintDate
mm/dd/yyyy
DatePrepared
mm/dd/yyyy
DateReviewed
mm/dd/yyyy
DateApproved
mm/dd/yyyy
Inordertofocustheeffortsoftheprofessionalsalesstaff,the
companyshalldeterminewhichleadsgeneratedbyadvertising,
marketing,andsalesareprospectivecustomersthatshouldreceivea
salescall.
Purpose:
Tooutlinetheprocedureforclassifyingsalesleadsandtoidentifyleads
readyfortheattentionoftheprofessionalsalesstaff.
Scope:
Thisprocedureappliestoallsalesleadsgeneratedbymarketing,
advertising,andsalesefforts.
Responsibilities:
MarketingshallregularlyprovidetheSalesAdministratorswithallleads
generatedbyinquiryforms.Marketingshalladjustmarketing
techniquesaccordingtoleadsandsalesstatisticsprovidedbySales
Management.
SalesAdministratorsshallgatherinformationinordertoqualifyleads
accordingtotheprospectofpotentialsales,thenattempttosetasales
callappointmentforqualifiedleads.SalesAdministratorsshallalso
maintainaLeadsDatabase,forinformationaboutallincomingleads,
andaProspectsDatabase,forinformationonqualifiedleads.Sales
AdministratorsshallcompletetheSL10203LEADQUESTIONNAIRE
andmaintaintheSL10202PROSPECTDATABASE
SalesManagementshallsetthequalifyingprocedure,definethe
qualifyingparameters,andsupplytheSalesAdministratorswiththe
propertraining,forms,andtoolsnecessarytoqualifyleads.Sales
Managementshallalsomonitorandadjustthequalifyingprocedures
anditsassociatedformsandrecordsinordertomaximizeefficiency
andmeetlead,prospect,andsalestargets.
ProfessionalSalesStaffshallprovideinformationtotheSales
Managementonadailyorweeklybasisonthesalesstatusofqualified
leads.
Definitions:
Lead:Anypotentialcustomerwhosenameand/orinformationwas
garneredthroughsales,marketing,oradvertisingtechniques.
LeadInquiryForm:Abriefquestionnaireform(availablethroughtrade
shows,webpages,andadvertisingtearcardsforexample),thathas
beencompletedandsubmittedbyapotentialcustomer.
QualifiedLeadorProspect:Abusiness,organization,orindividual
identifiedbythecompanyashaving:acurrentorimpendingneed;the
resourcestopurchaseorleasetheCompany'sproduct;andthe
authoritytopurchase/lease.
Procedure:
QUALIFYINGLEADSPLAN
1.1
SalesManagementshallcommunicatedaily/weeklytargetsforthenumberofincoming
leadsandthenumberofqualifiedleadsstatedintheSL10101SALESMANAGEMENT
PLANtoSalesAdministrators.
1.2
SalesManagementshalldevelopaprocesstoassignacategorytoincomingleads
accordingtothesourceoftheleadandtheinformationavailableaboutthelead.
1.3
SalesManagementshallprovideallthenecessaryformsandschedulesrequiredfor
qualifyingleads.
1.4
SalesManagementandMarketingManagementshalldevelopaSL10202PROSPECT
DATABASE.
1.5
TheSalesAdministratorsshallprocessincomingleadsaccordingtotheQualifyingLead
Procedure,determinestatusofleadqualityaccordingtodefinedcategories,andtake
theappropriateactionasdeterminedbySL10201PROSPECTMANAGEMENTPLAN.
1.6
TheSalesAdministratorsandProfessionalSalesStaffshallmaintaintheSL10202
PROSPECTDATABASE.
1.7
SalesAdministratorsandProfessionalSalesStaffshallsubmitregular
(daily/weekly/monthly)reportstoSalesManagementwithinformationonthenumber
ofincomingleadsandtheirsources,qualifiedleadsandtheirsources,andsalesand
theirleadsources.
QUALIFYINGLEADS
2.1
MarketingandtheProfessionalSalesStaffshallsupplytheSalesAdministratorswith
leadsonadailybasisthroughtheMT10602LEADSDATABASE.
2.2
SalesAdministratorsshallentertheinformationavailableontheLeadInquiryForminto
theMT1060LEADDATABASEandontoaLeadQuestionnaire.
2.3
SalesAdministratorsshallinterviewleadstocollectand/orcompletetherequiredlead
informationusingtheSL10203LEADQUESTIONNAIRE.
2.4
SalesAdministratorsshallstartthequalifyingleadforphoneinquiresuponreceiving
thecall.
SalesAdministratorsshallrespondtoinquiryformsreceivedbymail,webforms,or
emailwithin48hours.
TheSalesAdministratorshallevaluatetheleadanditsassociatedinformationandmake
adeterminationonthequalifyingstatusaccordingtotheSL10203LEAD
QUESTIONNAIREandtherequiredactionaccordingtotheSL10201PROSPECT
MANAGEMENTPLAN.
AnyLeaddeterminedbytheSalesAdministratortofitintoCategory3orCategory4
ontheSL10203LEADQUESTIONNAIREshallbedeemedaqualifiedleador
prospect.
TheSalesAdministratorshallupdatetheMT1060LEADDATABASEandenter
qualifiedleadsandassociatedinformationintotheSL10202PROSPECT
DATABASE.
SalesAdministratorsshallattempttosetasalesappointmentwithintwoweeksfor
allqualifiedleads.
2.5
EachsubsequentcontactwithaleadbyaSalesAdministratorortheProfessionalSales
Staffshallresultinareinterviewofthelead.TheinformationontheSL10203LEAD
QUESTIONNAIREshallbeupdatedandthequalifyingstatusoftheleadreevaluated.
TheMT10602LEADDATABASEandSL10202PROSPECTDATABASEshallbeupdated
aftereachleadcontact
2.6
TheSalesAdministratorshallcompletetheSL10103SALESLEADSTARGETSformwith
theactualnumberofleadsinterviewed,thenumberofleadsqualified,andthenumber
ofsalesappointmentsset,andsubmittheformtoSalesManagementdailyorweekly.
3.0
MONITORINGTHEQUALIFYINGPROCESS
3.1
SalesManagementshallreviewdailyorweeklytheinformationprovidedontheSL1020
2PROSPECTDATABASEleads,todetermineiftargetsleadscontacted,leadsqualified,
andsalesappointmentsarebeingreached.
3.2
SalesManagementshallreviewdaily/weeklyontheMT1060LEADDATABASEandthe
SL10202PROSPECTDATABASEtodeterminewhichmarketing,advertising,andsales
effortsaremosteffectiveatprovidingleads,qualifiedleads,andsalesappointments.
4.0
4.1
IMPROVINGTHEQUALIFYINGPROCESS
SalesManagementshallreviewandimprove,asrequired,proceduresandformsfor
effectivelyqualifyingleadsandmeetingsalespipelinegoalsincludingthefollowing:
InformationcollectedintheonMT10603LEADDATABASEandtheSL10202
PROSPECTDATABASE
Informationcollectedduringleadinterviewsandhowinformationisusedtoqualify
leads(categoryplacement,numberandtypesofcategories)ontheSL10203LEAD
QUESTIONNAIRE
Salespipelinegoals
TheSL10201PROSPECTMANAGEMENTPLAN
4.2
SalesManagementshallmeetregularlywiththeSalesAdministratorstoreviewthe
SL10103SALESLEADSTARGETSandmakeimprovementsandadjustmentsinthe
qualifyingleadsprocess.
4.3
SalesManagementshallmeetregularlywithMarketingtoreviewwhichmarketing
techniquesprovidethelargestnumberandhighestpercentageofleads,qualifiedleads,
andsalesappointments.
References:
A. Sales&MarketingExecutives'Manual
Section5.3.3"QualifyingLeads"
AdditionalResources:
A. PrinciplesofMarketingPart18:TheSellingProcess,KnowThis.com,
http://www.knowthis.com/tutorials/principlesof
marketing/thesellingprocess.htm
Forms/Records:
SL10201PROSPECTMANAGEMENTPLAN
SL10202PROSPECTDATABASE
SL10203QUALIFYINGQUESTIONNAIRE
RevisionHistory:
Revision
Date
0.0
Descriptionofchanges
RequestedBy
InitialRelease
SL10201PROSPECTMANAGEMENTPLAN
Category
Description
Action
Notapotentialcustomer;nointerestorneedin
productorservice
NoteonLeadsDatabase
Aleadwhoseneedsandstatusareunknown
Attempttogatherfurther
informationandfindapoint
ofcontactandnoteinLeads
Database.
Maintainmail/emailcontact,
Aleadthatusesaprovidedproductorservice,
notedatesoffutureactivity
butdoesnothaveacurrentorimpendingneed,
orlackstheresourcesorauthoritytopurchasea inLeadsDatabase
providedproductorservice,orhaslowinterestin
theproductorservice
Aleadthathasanfuture,butnotimpending
need,hastheresources,andhastheauthorityto
buyoruseaprovidedproductorservice,orhas
moderateinterestintheproductorservice
AddtoProspectsDatabase,
passprospectinformationto
Sales.
Aleadthathasacurrentorimmediateneed,has
theresources,andhastheauthoritytobuyor
useaprovidedproductorservice,hasahighlevel
ofinterestintheproductorservice,andiswilling
meetwithSales.
AddtoProspectsDatabase,
SetSalesappointment,Pass
prospectinformationtoSales
Staff.
SL10202PROSPECTDATABASE
Company
Name
Primary
Activity
Address
Contact
Contact
Phone
Contact
Title
Prospect
Category
Qualifying
Points
Comments
Comments:
Approval:
Date
SL10203LEADQUESTIONNAIRE
Completedby:
ContactInformation:
Name: Title:
Phone:
Email: DateofInquiry:
DateofInterview:
Company:
CompanyAddress:
PrimaryBusinessActivity:
SecondaryBusinessActivity:
Product/ServiceInquiry:
SourceofReference:
TimeframeProduct/ServiceNeeded:
NumberofEmployees:
NumberofLocations:
NumberofEmployeesatthislocation:
PrimaryCustomers:
FundingAvailableforProduct/Service?:
CurrentProvider/Vendor:
YearlyQuantities/Sales:
AuthoritytoPurchase?:
ProblemstobeSolvedbyPurchase:
DesireSalesAppointment?:
SalesAppointmentDate/Time:AppointmentLocation:
OverallProspectCategory:
0NoneedorinterestinProduct/Service:
1Requiredinformationnotavailable
2UsesProduct/Service,haslowinterest,noimpendingneed,ornofunding
3UsesProduct/Service,hasmoderateinterest,andafutureneed
4UsesProduct/Service,highinterest,immediateneed,andfunding;salesappointment
set
Comments:
Sales & Marketing Policies and Procedures Manual:

41PrewrittenPoliciesandProcedures
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
102CorrespondingFormsandRecords
Marketing Planning
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.
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
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
Marketing Tactics
Advertising Review Worksheet
Advertising Objectives-Strategies Worksheet
Advertising Plan
Advertising Schedule (Sample)
Internet Planning Worksheet
Internet Plan
Keyword Log
Public Relations Plan Worksheet
PR Event Checklist
Public Relations Plan
Media Kit Checklist
Press Release Template
PR Events Log
Trade Show / Event Planning Worksheet
Trade Show Event Plan
Trade Show Worksheet
Trade Show Checklist
Trade Show / Event Supply Checklist
Equipment Request from Inventory
Show Registration
Visitor Evaluation
Trade Show / Exhibit Summary
Direct Mail Planning Worksheet
Direct Mail Budget Worksheet
Direct Mail Plan
Lead Management Plan
Leads Database
Lead Management Status Report
Sales
54.
55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
72.
73.
74.
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
75.
76.
77.
78.
79.
80.
81.
82.
83.
84.
85.
86.
Sales and Marketing Administration

Document Request
Document Control Database
Sales/Marketing Records List
Sales Supply Checklist/Order Form
Sales Compensation Plan
Qualification Checklist
Interview Guidelines
Competency Matrix
Individual Training Record
Training Plan
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
93. Design Completion Checklist
Non-Electromechanical Devices
94. Product Test
95. Product Launch Plan
96. Product Recall Request (Internal)
97. Food Product Recall Checklist
98. Non-Food Product Recall Checklist
99. Product Return Form
100. Customer Requirements Checklist
101. Limited Warranty Form (Sample)
102. Returned Goods Authorization
103. Customer Returns Database
87.
88.
89.
90.
91.
92.
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

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SAMPLEFROMTHESALES&MARKETINGPOLICIESANDPROCEDURESMANUALINCLUDESAN

Sales & Marketing Policies and Procedures Manual

Sales & Marketing Policies and Procedures Manual:

Sales and Marketing Administration

Project Planning Timeline (Sample)

Customer Life Cycle Management Plan

Sales and Marketing Administration

Internet Marketing Manager

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