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  • 1. Marketing & Sales Roundtable Lead Generation: Feeding the Sales Funnel September 2003
  • 2. Agenda
    • Lead generation and the marketing/sales process
    • Lead generation and the sales funnel
    • Lead generation and stages of company development
    • Feeding the Sales Funnel: lead generation programs
    • Lead generation program design variables
    • Lead generation program management
    • Some tips
  • 3. Lead Generation and Marketing/ Sales Process Strategy Plan: Market Leadership Custome r Segment Value Proposition Force Field, Market Momentum Creation Segment Focused Lead Generation & Qualification - referrals - programs Managed Sales Process/ Sales Funnel Customer Acquisition Sales Marketing/Sales Marketing Marketing Marketing Programs (PR, website, Speaker Program, White Papers etc.) Market leverage model Service & Support Service/Support Organization PROSPECTS/LEADS – BY SEGMENT LEAD QUALIFICATION CONSULTATION PROPOSAL CLOSE JUSTIFICATION
  • 4. Lead Generation and the Sales Funnel Segment-Focused Lead Generation Programs PROSPECT GENERATION – BY SEGMENT LEAD QUALIFICATION CONSULTATION PRESENTATION(S) JUSTIFICATION PROPOSAL CLOSE
    • Marketing, Sales
    • Business Development
    • Marketing
    • Sales
    • Channel Partners
    • Sales + Technical
    • Sales + Technical
    • Sales + Finance + Operations
    • Sales + Finance
    • Sales (+ Corporate Executives)
  • 5. Lead Generation by Stages of Company Development Product Development Beta Launch, Market Development Phase Lead Generation Goal Sources of Leads Participants
    • Marketing
    • Sales (‘Elephant Hunters’)
    • Referrals (Personal networks)
    • Informal/ad hoc programs (Participation in visionary/early adopter events etc.)
    Acquire Beta customers
    • Marketing
    • Sales (Telesales,‘Elephant Hunters’)
    • Referrals (Extended personal networks)
    • Partners/Customers
    • Formal programs
    Identify Potential Lead Sources in available customer segments
    • Marketing
    • Sales (Telesales,‘Elephant Hunters’, Channel Partners)
    • Referral (Extended personal networks)
    • Partners/Customers
    • Formal programs
    Feed the Funnel : Develop market entry segment momentum and revenue flow
  • 6. Feeding the Funnel: Lead Generation Programs
    • Search engine placements
    • Website visits/Promotions
    • Trade shows
    • Seminars/Webinars
    • PR/Speaker programs
    • Direct marketing – snail- and e-mail, telemarketing
    • Partner co-marketing
    • Ads – press and electronic
    • Etc.
  • 7. Lead Generation Program Overview Strategy Plan Deploy Analyze Refine Strategy Responsibilities Activities
    • In-house marketing
    • Marketing service providers
    • Sales
    • Marketing
    • Marketing service providers
    • IT service provider
    • Fulfillment house
    • Sales
    • Marketing
    • Marketing service providers
    • IT service provider
    • Fulfillment house
    • Sales
    • Marketing
    • Marketing service providers
    • IT service provider
    • Fulfillment house
    • Sales
    • Marketing
    • Marketing service providers
    • Sales
    • Strategy against outcome
    • Required course corrections identification
    • Data collection
      • Response rate
      • Leads generated
      • etc.
    • Configure platform(?)
    • Creative development
    • Inventory & logistics management
    • Program definition
    • Incentives
    • Lists
    • Research
    • Strategy
    • Goals & metrics
    • Key messages
    • Prospect database
  • 8. Lead Generation Program Design Variables
    • Product
    • Company stage/Segmentation roadmap maturity
    • Industry/Customer segments
    • Category maturity
    • Resources/Budgets
    • Etc.
  • 9. Lead Generation Program Management
        • ‘ Call center’
        • Program Potential Customer Responses Sales Channel Metrics
        • Program
        • Homepage,
        • Website
        • Telesales
        • Direct Sales
        • Partners
        • Lead Qualification
        • Search engine placements
        • Website visits/promotions
        • Trade shows
        • Seminars/Webinars
        • PR/Speaker programs
        • Direct marketing
        • Partner co-marketing
        • Ads
        • Prioritization
        • and Routing
    • Closed sales per channel
    • Closed sales per lead
    • Cost per qualified lead
    • Customer lifetime value
    Absolute Requirement: Contact DB SFA CRM
  • 10. Some Tips
    • Start with segmentation or it’s usually a wasted exercise
    • Bring sales management into the process at the beginning
    • Program goals, metrics, follow-up are necessary ingredients
    • Start a contact DB as soon as the potential customer list exceeds “one”
    • Pain points: ensuring ’closed loop’ of complex process
      • List acquisition
      • Complex process management
      • Clear roles and responsibilities
  • 11. Summary “ It’s hard to fill the funnel if it’s not under the faucet” B. Roberson, “What Really Works”
  • 12. Presenters
    • Liz Arrington,Consultant
    • Market Focus
    • 650-329-0823
    • [email_address]
    • Patty Burke, Consultant
    • Market Focus
    • [email_address]
    • 408-398-4921
    • Rosemary Remacle, Consultant
    • Market Focus
    • 408-244-0412
    • [email_address]