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Marketing

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

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