Start with as clean and clear a database as possible. Your CRM should incude valuable data only. Merge, purge and filter out duplicates, old dead leads and unproductive data before beginning, or else the system will be flooded with wasteful information.
Establish a consistent lead scoring methodology to rank leads. You should define a method internally to rank prospects against a scale that represents the perceived value each lead represents to your company.
Establish strong communication between the marketing department and sales department. In order to achieve best results, sales and marketing must communicate regularly so they can collaborate on key events and campaigns.
Evaluate your current sales process flows. How many different sales process flows are there when a visitor views your company’s site? What are the steps of each sales process flow? Which steps make sense to automate and which steps do not? The who, what, where and when of the sale come into play in developing logical, usable, sensible sales flows.
Map your content (or develop a plan to do so). How is/should content be mapped, or developed to be mapped? Does your site include content that leads the visitor to the action they would like to pursue that is appropriate to the stage of the sales cycle from which they come? Does the content inform? Does the content address a common question? Does the content invoke a reader to desire to act and make a contact or fill out a form? Sales process flows each need multiple kinds of content and each flow usually requires both unique and shared content relative to other flows.