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Lead Management
An exciting journey towards real ROI!
NXP…
Our environment
Our starting point…
Marketing identified leads
Resulting in
We had to go on a trip towards Real ROI
Step 1: Structure our assets
Step 2: Align lead definitions…
and show behaviour
Step 3: Define the process and start!
In reality…
Assign
Navigation Process
System Content
Awareness
The trip continues…
What we do now
Analysis and transparency
Continuous improvement
Currently resulting in…
Key take-aways
Ongoing discussion with marketing and sales
Agree on the funnel and the hand-over
Facts, ambassadors and su...
What NOT to do…
‣ Raise too big expectations
‣ Make up your process in isolation
‣ Expect everyone to love it right away
‣...
How to get started…
‣ Join sales for a week, speak the customers language
‣ Know what pays the bills for sales
‣ Create am...
Thank you!
http://www.linkedin.com/in/alexballering
Emerce B2B Online 2014 - NXP Semiconductors - Alex Ballering
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Emerce B2B Online 2014 - NXP Semiconductors - Alex Ballering

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Transcript of "Emerce B2B Online 2014 - NXP Semiconductors - Alex Ballering"

  1. 1. Lead Management An exciting journey towards real ROI!
  2. 2. NXP…
  3. 3. Our environment
  4. 4. Our starting point… Marketing identified leads
  5. 5. Resulting in
  6. 6. We had to go on a trip towards Real ROI
  7. 7. Step 1: Structure our assets
  8. 8. Step 2: Align lead definitions… and show behaviour
  9. 9. Step 3: Define the process and start!
  10. 10. In reality… Assign Navigation Process System Content Awareness
  11. 11. The trip continues…
  12. 12. What we do now
  13. 13. Analysis and transparency
  14. 14. Continuous improvement
  15. 15. Currently resulting in…
  16. 16. Key take-aways Ongoing discussion with marketing and sales Agree on the funnel and the hand-over Facts, ambassadors and success stories Translate sales language into marketing actions Embed lead mgmt in ‘normal’ sales process
  17. 17. What NOT to do… ‣ Raise too big expectations ‣ Make up your process in isolation ‣ Expect everyone to love it right away ‣ Be impatient
  18. 18. How to get started… ‣ Join sales for a week, speak the customers language ‣ Know what pays the bills for sales ‣ Create ambassadors and success stories ‣ Engage sales in the marketing activities
  19. 19. Thank you! http://www.linkedin.com/in/alexballering
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