The Sales Generator Process
Date: 19/10/2017 | By: Gill Hutchinson

The processes of sales and marketing can often overlap and it’s not always clear where different parts of the sales and marketing process fall.


Who is responsible for each part of the process?


It helps to define exactly what marketing is and how it relates to “suspects” and “prospects”.


In a joint webinar with Select Members Gill Hutchinson from Aardvark Marketing and Nigel Dunand from Sandler Training, we cover the definitions of “sales” and “marketing”.


In addition to this, we look at the difference between the two disciplines and where one part of the process ends and the other begins. We also look at the processes that need to be put in place at each stage.



First of all, marketing is a structured programme of activities that delivers a predictable flow of quantified warm prospects into the sales pipeline with a measurable return on investment.


A suspect is a person or organisation that fits our rough template for customers, displaying the characteristics of a potential customer.


A prospect is a person suffering the pain (or symptoms of pain) that we can deal with – they have a problem that we can solve – and they are ready to buy.


Selling is a systematic process of repetitive and measurable milestones, by which a salesperson relates his or her offering of a product or service, in return enabling the buyer to achieve their goal in an economic way.


These definitions should help make the distinction between sales and marketing clearer, and also the difference between a “suspect” and a “prospect”.


What does typical marketing look like?


Marketing is often not done in a systematic way, even in big businesses. It is often the following:

  • A loose assortment of activities
  • Repeating previous year
  • Copying competitors
  • Little or no measurement
  • Spend increasing faster than return
  • Hoping for leads and enquiries


What marketing should be doing is creating demand for your products or services.


Sales is about converting that demand.


So good marketing feeds your sales pipeline, and good selling converts prospects into customers.


What does good sales generation look like?


Sales generation should constantly feed the sales pipeline. It should be running all the time to quantify and find suspets and to deliver the required sales growth.

Sales should:

    1. Encourage efficient and continuous conversion to prospects
    2. Help retain and develop existing customers
    3. Track and refine performance
    4. Replenish the suspect ‘pool’


What does typical selling look like?


  • Loose assortment of activities
  • Repeating previous year
  • Copying competitors
  • Little or no measurement
  • Spend increasing faster than return
  • Hoping for leads and enquiries


One of the most common selling mistakes is not having a system. There should be a system that everyone follows. Another mistake includes not dealing with issues within the sales team.


The point of sales is to convert prospects who are in the pipeline into customers. It includes activities such as onboarding new customers and account management, as well as generating more leads and suspects for marketing.


For a more in-depth understanding of this topic, listen to Gill and Nigel’s webinar here.


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