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Pssst… Do you know  The Truth About Leads ? November 16, 2011
Agenda <ul><li>The Problem </li></ul><ul><li>The Cause </li></ul><ul><li>The Cost </li></ul><ul><li>What to Do </li></ul><...
The Problem <ul><li>Average Results </li></ul><ul><ul><li>MQL = 4.4% of inquiries/ targeted suspects </li></ul></ul><ul><u...
The Cause <ul><li>Reasons Why Marketing and Sales are  Not Aligned </li></ul><ul><ul><li>Lack of standard lead definitions...
The Cost <ul><li>Quota trends  </li></ul><ul><li>since 2006 </li></ul><ul><li>Quota attainment  </li></ul><ul><li>since 20...
The Solution: Turn Raw Leads Into  Real Opportunities Attributes of a Well-Qualified Lead 1 SIC or NAICS Code 2 Firmograph...
What to Do: “BANT” vs. “AN”
What To Do: Define Market, Media, Offer Establishing a clear and mutually agreed upon definition of  market, media and off...
What to Do: Market 5%  Lead Rate 1,000 Companies 50 Leads 32 leads (64%) = 40% of spend 42 leads (84%)  = 60% of spend <ul...
What to Do: Media <ul><li>Multi-touch, multi-media, multi-cycle processes multiply results </li></ul>Attempt Number If No ...
What to Do: Offer <ul><ul><li>Conditions of need </li></ul></ul><ul><ul><ul><li>Fear of Loss </li></ul></ul></ul><ul><ul><...
What to Do: Why Your Sales Force Needs Fewer Leads <ul><li>Too many raw, unqualified leads can create a clogged marketing ...
What to Do: Reap the Value of  Long-term Leads ROI WITH Best-Practice Handling of Short- and Long-Term Leads Category Quan...
Five Actions to Take <ul><li>Agree on the definition of a lead (“BANT” vs. “AN”…, 10 point system) </li></ul><ul><li>Agree...
The Truth About Leads <ul><li>Revealing the latest best practices to focus your lead-generation efforts, align your sales ...
Contact <ul><li>Dan McDade </li></ul><ul><li>[email_address] </li></ul><ul><li>678-533-2722  office </li></ul><ul><li>@dan...
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Dan McDade

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  • Transcript of "Dan McDade"

    1. 1. Pssst… Do you know The Truth About Leads ? November 16, 2011
    2. 2. Agenda <ul><li>The Problem </li></ul><ul><li>The Cause </li></ul><ul><li>The Cost </li></ul><ul><li>What to Do </li></ul><ul><li>Actions to Take </li></ul><ul><li>The Truth About Leads </li></ul>
    3. 3. The Problem <ul><li>Average Results </li></ul><ul><ul><li>MQL = 4.4% of inquiries/ targeted suspects </li></ul></ul><ul><ul><li>SAL = 66.6% of MQL </li></ul></ul><ul><ul><li>SQL = 48.8% of SAL </li></ul></ul><ul><ul><li>Close = 20.3% of SQL </li></ul></ul><ul><ul><li>MQL = Marketing Qualified Lead </li></ul></ul><ul><ul><li>SAL = Sales Accepted Lead </li></ul></ul><ul><ul><li>SQL = Sales Qualified Lead </li></ul></ul>
    4. 4. The Cause <ul><li>Reasons Why Marketing and Sales are Not Aligned </li></ul><ul><ul><li>Lack of standard lead definitions </li></ul></ul><ul><ul><li>Failure by marketing and sales to accept accountability </li></ul></ul><ul><ul><li>Focus on quantity instead of quality </li></ul></ul><ul><ul><li>Lack of technology integration </li></ul></ul><ul><ul><li>Failure to measure what matters </li></ul></ul><ul><ul><li>Failure to pass leads back and forth </li></ul></ul><ul><ul><li>Source: The Aberdeen Group </li></ul></ul>
    5. 5. The Cost <ul><li>Quota trends </li></ul><ul><li>since 2006 </li></ul><ul><li>Quota attainment </li></ul><ul><li>since 2006 </li></ul>
    6. 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. 7. What to Do: “BANT” vs. “AN”
    8. 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 <ul><li>Target companies? </li></ul><ul><li>Target contacts? </li></ul><ul><li>Market segmentation? </li></ul><ul><li>Media mix? </li></ul><ul><li>Building dialogue? </li></ul><ul><li>Compelling calls to action? </li></ul><ul><li>What problems will we solve? </li></ul><ul><li>Differentiating messaging? </li></ul>
    9. 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 <ul><li>The power of relational segmentation </li></ul>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. 10. What to Do: Media <ul><li>Multi-touch, multi-media, multi-cycle processes multiply results </li></ul>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. 11. What to Do: Offer <ul><ul><li>Conditions of need </li></ul></ul><ul><ul><ul><li>Fear of Loss </li></ul></ul></ul><ul><ul><ul><li>Perceived Risk </li></ul></ul></ul><ul><ul><ul><li>Opportunity to Improve </li></ul></ul></ul><ul><ul><li>Ultimate benefits </li></ul></ul><ul><ul><ul><li>Save Money </li></ul></ul></ul><ul><ul><ul><li>Save Time </li></ul></ul></ul><ul><ul><ul><li>Improve </li></ul></ul></ul><ul><ul><ul><li>Save lives </li></ul></ul></ul>
    12. 12. What to Do: Why Your Sales Force Needs Fewer Leads <ul><li>Too many raw, unqualified leads can create a clogged marketing and sales process and an unhealthy funnel </li></ul><ul><li>More leads don’t equal more success </li></ul>
    13. 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. 14. Five Actions to Take <ul><li>Agree on the definition of a lead (“BANT” vs. “AN”…, 10 point system) </li></ul><ul><li>Agree on MQL to SAL to SQL to Close metrics </li></ul><ul><li>Give your sales force fewer leads – more highly qualified leads </li></ul><ul><li>Nurture longer-term leads. The right content to the right person at the right time </li></ul><ul><li>Use multi-touch, multi-media, multi-cycle processes to multiply results </li></ul>
    15. 15. The Truth About Leads <ul><li>Revealing the latest best practices to focus your lead-generation efforts, align your sales and marketing organizations and drive revenues and profits </li></ul>
    16. 16. Contact <ul><li>Dan McDade </li></ul><ul><li>[email_address] </li></ul><ul><li>678-533-2722 office </li></ul><ul><li>@dandade </li></ul><ul><li>@pointclearpd </li></ul><ul><li>http://www.linkedin.com/in/danmcdadepointclearllc </li></ul>
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