Skip to content
GullySales
Tell us what you need

The sales process · Strategic plan

Marketing's goal is a number of enquiries, not a number of posts.

A marketing goal is the number of enquiries that must arrive, by source, for the sales goal to be reachable. It is not reach, followers or posts published. GullySales sets it from the sales arithmetic, then reports enquiries by source against the baseline recorded before work started.

Tell us what you needor call +91 80958 58589

Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

A founder and sales adviser discuss a customer proposal

In one paragraph

A marketing goal is the number of enquiries that must arrive, by source, for the sales goal to be reachable. It is not reach, followers or posts published. GullySales sets it from the sales arithmetic, then reports enquiries by source against the baseline recorded before work started.

Sales goals came before this and operational goals come after. The number on this page is inherited rather than invented.

Take the conversations your sales goal needs. Divide by the share of enquiries that ever turn into a conversation, and you have the enquiries marketing has to produce. Do it month by month, because your year is not flat.

Then split the number by source. Search, paid ads, referrals, the walk-in, the WhatsApp message from an old customer. Each source costs something different and arrives at a different quality, and that split is the real decision.

A thousand followers is not a marketing goal. Nobody has ever paid an invoice with reach.

Where this sits

Stage 1 of 10, strategic plan. What the business is for, what it is aiming at this year, and the numbers that say whether it got there.

The stage after
Customer research

If you want this done for you

Decide what marketing should actually do this year before booking a single ad.

Read the marketing and digital marketing strategy page

The work

What this step is actually like.

  • “Write down what counts as an enquiry, and get sales to sign it”

    A name, a number, and something about what they want. Without that line in writing, marketing reports a good month and sales calls the leads rubbish, every month, forever.

  • “Set a quality line next to the volume line”

    If the only target is volume, the number gets hit with enquiries nobody bothers to call back. Count how many became conversations, and report the two figures side by side.

  • “Your year has a shape, so write the months down first”

    Everybody rings in the weeks before a festival and nobody rings through the monsoon. A flat monthly target in a business with a season is wrong in most months of the year.

  • “Who has to agree it: the person who answers the phone”

    Doubling the enquiry target lands on one receptionist at one desk. Ask whether the new number is answerable before you sign it, or you will pay for enquiries that ring out.

What we do

What you end up with.

The artefacts this step produces, what each one is for, and how you know it is finished.

  1. An enquiry target by source and by month

    Four columns: the source, enquiries expected, what counts as one from that source, and who answers it.

    Result: You can tell in the second week of a month whether a source is behind.

  2. The definition of an enquiry, signed by both sides

    Half a page, written by marketing and sales together, with three examples of what does not count.

    Result: The monthly argument about lead quality stops being an argument about definitions.

  3. A one-page monthly view

    Enquiries by source against target, and how many became conversations. One page, not a screen of twenty tiles nobody opens.

    Result: The owner reads the month in under a minute.

  4. The seasonal shape, written before the targets

    Twelve rows holding last year's enquiries by month, so the target follows your actual year instead of dividing by twelve.

    Result: Nobody panics in the month that is always quiet.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 0, foundation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Is a lead the same as an enquiry?
Not on this page. An enquiry is somebody who contacted you and left a way to reach them. A lead, in most software, is anything the system captured, which is why the two numbers never agree.
We cannot tell where our enquiries come from. What now?
Ask on the phone for one month. One question, written on a card at the desk: how did you come to call us. It is cruder than software and usually more honest.
Should we set a target for followers or reach?
Track them if you like, but do not set goals on them. They tell you whether people are seeing the work, and they never divide into orders.
How many enquiries does a business like ours need?
Only your own numbers answer that, and anybody offering you an industry figure is guessing. The arithmetic here uses your conversion, your order value and your goal, and the report shows enquiries by source against the baseline.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts. For sales work it is mostly our time, with production only where scripts, decks or CRM setup need it.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
Fixes to reply time and follow-up are the quickest to show, because the enquiries already exist. Process, CRM and training changes show as the team uses them. Each one is tracked against the baseline.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
To start, last month's enquiries in any format and time with whoever handles them. After that, access to the accounts the work touches, such as the website, Google Business Profile or CRM.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

Where to go next

The work that carries this step further.

Services

The rest of strategic plan

Or read the whole sales process in order.

Your next practical step

Tell us what you are trying to grow, and we will read it before we call.

Eight short steps, mostly taps. Skip anything you would rather answer on the call.

Tell us what you need