Sales and Lead Funnel Optimisation
Marketing generates leads, but sales converts them to revenue. As specialist outsourced marketing services focused on B2B sales and marketing optimisation, we bridge this critical gap. We analyse your sales funnel, identify leaks, train your team, and implement best practice sales processes that increase conversion rates at every stage, transforming leads into predictable revenue.
What We Do
1.
Sales Funnel Analysis and Waterfall Modelling
Using proven waterfall models to map your complete sales funnel, identify exactly where leads drop off, and quantify the impact of improving conversion rates at each stage. This data-driven approach reveals your biggest opportunities, whether it's faster follow-up, better qualification, or improved closing techniques.
2.
Leak Identification and Optimisation
Finding the holes in your sales process, whether it's slow follow-up, poor qualification, ineffective messaging, or process gaps, and implementing targeted solutions to plug the leaks.
3.
Sales Process Design and Optimisation
Developing customised sales approaches for different customer types, industries, and decision-maker roles so your team knows how to adapt their pitch. Technical buyers need different conversations than economic buyers; CFOs evaluate differently than operations managers. We teach your team to recognise and adjust.
4.
Sales Communication Skills Training
Training your sales team to communicate effectively with different buyer personas, read prospects, and adjust their approach based on verbal and non-verbal cues. Great salespeople aren't born, they're trained in proven frameworks and given practical techniques they can apply immediately.
5.
Persona-Based Sales Approaches
Developing customised sales approaches for different customer types, industries, and decision-maker roles so your team knows how to adapt their pitch. Technical buyers need different conversations than economic buyers; CFOs evaluate differently than operations managers. We teach your team to recognise and adjust.
6.
Sales Stage Optimisation
Ensuring each stage of your sales process is optimised, from initial contact through discovery, proposal, negotiation, and closing, so marketing leads progress smoothly rather than dropping off. Every stage needs specific actions, tools, and success criteria to maximise throughput.
7.
Lead Handoff Processes
Creating seamless handoff processes between marketing and sales with clear qualification criteria, lead scoring, and service level agreements. When marketing and sales operate as one revenue team with aligned goals and smooth handoffs, conversion rates improve dramatically.
8.
Sales Enablement and Collateral
Equipping your sales team with the materials, tools, and resources they need to move prospects through the pipeline effectively, from pitch decks and case studies to ROI calculators and objection-handling scripts. Your sales team performs best when they have professional tools at their fingertips.
9.
CRM and Sales Tool Optimisation
Optimising your CRM and sales tools to support your sales process, provide visibility into pipeline health, and enable coaching and accurate forecasting. Technology should make selling easier, not create administrative burden, we configure systems that actually help your team sell more.
10.
Conversion Rate Improvement
Implementing testing and optimisation strategies across your sales funnel to systematically improve conversion rates and revenue outcomes. We identify the highest-impact improvements, test changes methodically, and measure results, creating a culture of continuous improvement.
11.
Sales Coaching and Performance Management
Providing ongoing coaching, best practice sharing, and performance management frameworks that help your sales team continuously improve. Sales excellence isn't achieved once, it's maintained through consistent coaching, feedback, and skill development.
- Nathan Hight, Co-Founder & Director, Safe365
“You are such a great team to work with and I am very grateful for the elevation you have brought to our work. Thank you from the bottom of our hearts.”
- Tessa Reardon, Manager and Digital Fundraising Lead, The Foodbank Project
“Objective has made a continued effort to understand and evolve with our business. Their personable and professional suite of experts across the marketing profession have a deep focus on strategy and results.”
- Rob Smith, COO, Envirostrat
“Objective’s highly knowledgeable and skilled marketers built a robust and comprehensive marketing strategy and plan to support our goals.”
- Ken Erskine, Principal General Partner, Matū Group
Our Approach
As experienced providers of outsourced marketing services specialising in b2b sales and marketing, our sales funnel optimisation uses the proven waterfall methodology to identify exactly where leads drop off. We benchmark your conversion rates against industry standards, apply sales best practices, and leverage CRM technology to create systematic, repeatable processes that consistently convert leads to revenue. The transformation? Sales becomes predictable rather than unpredictable, scalable rather than dependent on a few star performers, and a true revenue engine that compounds its effectiveness over time.
