Dan McDade
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Dan McDade Presentation 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