Dan McDade
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
410
On Slideshare
410
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
22
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  •  
  •  

Transcript

  • 1. Pssst… Do you know The Truth About Leads ? November 16, 2011
  • 2. Agenda
    • The Problem
    • The Cause
    • The Cost
    • What to Do
    • Actions to Take
    • The Truth About Leads
  • 3. The Problem
    • Average Results
      • MQL = 4.4% of inquiries/ targeted suspects
      • SAL = 66.6% of MQL
      • SQL = 48.8% of SAL
      • Close = 20.3% of SQL
      • MQL = Marketing Qualified Lead
      • SAL = Sales Accepted Lead
      • SQL = Sales Qualified Lead
  • 4. The Cause
    • Reasons Why Marketing and Sales are Not Aligned
      • Lack of standard lead definitions
      • Failure by marketing and sales to accept accountability
      • Focus on quantity instead of quality
      • Lack of technology integration
      • Failure to measure what matters
      • Failure to pass leads back and forth
      • Source: The Aberdeen Group
  • 5. The Cost
    • Quota trends
    • since 2006
    • Quota attainment
    • since 2006
  • 6. The Solution: Turn Raw Leads Into Real Opportunities Attributes of a Well-Qualified Lead 1 SIC or NAICS Code 2 Firmographics 3 Decision makers identified 4 Environment documented 5 Decision maker engaged 6 Critical business issues validated 7 Decision-making process 8 Budget process documented 9 Competitive landscape documented 10 Compelling event exists
  • 7. What to Do: “BANT” vs. “AN”
  • 8. What To Do: Define Market, Media, Offer Establishing a clear and mutually agreed upon definition of market, media and offer can help you multiply results Market Media Offer
    • Target companies?
    • Target contacts?
    • Market segmentation?
    • Media mix?
    • Building dialogue?
    • Compelling calls to action?
    • What problems will we solve?
    • Differentiating messaging?
  • 9. What to Do: Market 5% Lead Rate 1,000 Companies 50 Leads 32 leads (64%) = 40% of spend 42 leads (84%) = 60% of spend
    • The power of relational segmentation
    Marketing Equally Sized Samples Sample size Lead Rate # of Leads 200 9% 18 200 7% 14 200 5% 10 200 3% 6 200 1% 2 1,000 5% 50
  • 10. What to Do: Media
    • Multi-touch, multi-media, multi-cycle processes multiply results
    Attempt Number If No Connection Business Day Dial Number 1 --- 1 1 2 Voicemail #1 1 2 3 Email #1 1 - 4 --- 2 3 5 --- 3 4 6 Voicemail #2 4 5 7 Email #2 4 - 8 --- 6 6 9 --- 7 7 10 Voicemail #3 8 8 11 Email #3 8 - 12 --- 9 9
  • 11. What to Do: Offer
      • Conditions of need
        • Fear of Loss
        • Perceived Risk
        • Opportunity to Improve
      • Ultimate benefits
        • Save Money
        • Save Time
        • Improve
        • Save lives
  • 12. What to Do: Why Your Sales Force Needs Fewer Leads
    • Too many raw, unqualified leads can create a clogged marketing and sales process and an unhealthy funnel
    • More leads don’t equal more success
  • 13. What to Do: Reap the Value of Long-term Leads ROI WITH Best-Practice Handling of Short- and Long-Term Leads Category Quantity Short Term Quantity Long Term Total Names 1,000 Short-term leads 40 Long-term leads 40 % Closed ST leads 20% % Closed LT leads 20% # of deals 8 8 Average deal $250,000 $250,000 Revenue $2,000,000 $2,000,000 Cost of qualification $59,040 $4,920 Gross after marketing expense $1,940,960 $1,995,080 $3,936,040
  • 14. Five Actions to Take
    • Agree on the definition of a lead (“BANT” vs. “AN”…, 10 point system)
    • Agree on MQL to SAL to SQL to Close metrics
    • Give your sales force fewer leads – more highly qualified leads
    • Nurture longer-term leads. The right content to the right person at the right time
    • Use multi-touch, multi-media, multi-cycle processes to multiply results
  • 15. The Truth About Leads
    • Revealing the latest best practices to focus your lead-generation efforts, align your sales and marketing organizations and drive revenues and profits
  • 16. Contact
    • Dan McDade
    • [email_address]
    • 678-533-2722 office
    • @dandade
    • @pointclearpd
    • http://www.linkedin.com/in/danmcdadepointclearllc