Ultimate MSP Growth Checklist

Meeting Rhythm

Do sales and marketing meet regularly to share insights? (Weekly, biweekly—heck, do they even know each other's names?) Also, are the meetings structured in a way to progress through goals?

MQL to Sales Handoff

Is there a clear handoff process between marketing-generated leads and sales follow-up? For example, is your marketing team integrated with your CRM to participate in the prospect grading process?

Campaign & Sales Goals Alignment

Do you have unified goals for marketing campaigns?

For example, if marketing plans to run a targeted email campaign, sales will bring in 10 logos from local network events to add to the database.

Have you discussed sales objectives and set clear sales quotas?

For example, if your sales team has a 30% close rate and they need to make 1 sale per month, then they need at least 3 qualified leads per month to meet their quota.

Accountability & Metrics

Are you tracking performance metrics for both teams on the same dashboard? Do they meet regularly to hold one another accountable for those metrics? (Bonus points if those metrics actually make sense!) Vague metrics don't help but what's worse is no metrics at all.

Preplanning & Scheduling

Does your business development team follow an outreach, event, or industry schedule for their targeting? Is marketing aware of this schedule? Do they have ample time to prepare supporting documents? It's hard for marketing to help if they're unaware of what your Business Development team is up to.

Campaign Improvement Process

Is feedback from the sales team actively used to improve marketing efforts? (If they say leads are trash, what happens next?) If you do have a meeting rhythm, is it an open discussion to talk about failures as well as wins? Are some campaigns not connecting with clients during real life conversations? Is sales misrepresenting your service offering details? Are they using the wrong voice for your copy?