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Dan McDade

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    • 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

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