Closed loop lead progression


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Examine how a closed loop lead progression model will better align sales and marketing organizations; demonstrate impact on revenue, profitability and customer lifetime value; and establish a defensible ROI case.

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Closed loop lead progression

  1. 1. Closed loop lead progression: Generating defensible ROI Jack Wagnon Director, Integrated Sales & Marketing May 28, 2013
  2. 2. Summary • Examine how a closed loop lead progression model will – Better align sales and marketing organizations – Demonstrate impact on revenue, profitability and customer lifetime value – Establish a defensible ROI case
  3. 3. Sales and Marketing alignment • Both Sales and Marketing share the same business objective: Win new business • An integrated lead management process will strengthen organizational alignment across Sales and Marketing • Sales and Marketing expenses should be mutually considered so accurate ROI reporting can be developed – Return on Marketing Investment (ROMI) perpetuates the divide between Sales and Marketing • Marketing must be held accountable to track impact on revenues stimulated by demand generation – Soft marketing metrics (opens, clicks, and conversions) are quickly losing any form of C-suite validity
  4. 4. Technical enablement • IT infrastructure is required to create a closed loop lead progression model • Clearly defined people processes will “make or break” the effort – Technology enables and does not fix broken or absent processes • CRM and marketing automation needs to be integrated to close the lead loop – Marketo and is a proven tool combination • Lead scoring and sales force automation are key features of the tool set to master
  5. 5. Technical capability • Track the Prospect relationship from the top of the funnel through the lead vetting process, and all the way to closed business and into customer support • Attach marketing behavior history to the Prospect’s record in CRM – Event attendance, direct marketing response and website activity • Generate the data to quantify how Marketing and Sales together drive revenue and develop a defensible ROI model – Salesforce pipeline reporting – Marketo Revenue Cycle Analytics
  6. 6. B2B lead progression: a Complex sale • The following model is designed for a complex B2B professional services sale – Requires personal selling of the service to the Prospect • Goal: Ensure outside sales force is engaged with the best possible leads – Inside sales responsible for vetting Marketing Qualified Leads (MQLs) and pre-qualify prospects into bona fide Sales Qualified Leads (SQLs)
  7. 7. Sales funnel progression • Sales funnel phases – Raw Prospect • Determine if the prospect is a match, and then measure their interest • Leverage lead scoring within the marketing automation system to measure buyer intent – Examples: Consumption of specific content, attendance at specific events, self identification, et cetera – Marketing Qualified Lead (MQL) • The lead score meets the goal, now the MQL is picked up by Inside Sales for prequalification • Use predefined questions to prequalify if a true need exists and if there is a sense of urgency to buy – Sales Qualified Lead (SQL) • If indicators point to prospective new business, the MQL lead status is upgraded in CRM to a SQL
  8. 8. Complex B2B professional services sale
  9. 9. Best practices • Probability of winning new business – Expressed as a percentage – Valued in monetary terms – Measured by time • Use lead progression in conjunction with your opportunity pipeline – SQL (sales qualified lead) at 50% probability to close in 3 months on a $1,000,000 opportunity • Important – Every SQL must have a monetary value placed on the potential sale so a pipeline report can be generated – Projected close dates are critical to forecast in order to measure the velocity of your sales cycle – A lead does not have to start as a raw prospect • Can enter the system at any step in the process • Enter every lead into the flow
  10. 10. Best practices • Identify the buying phases inherent to your specific sales cycle and develop lead progression steps accordingly – These are leading indicators that will trigger the progression from SQL to SQL: 10%, 50%, 90%, Won, Lost, Recycle • Example – SQL at 10% probability to close could require an information security audit or financial comparison to demonstrate applicability to the Buyer’s environment – SQL at 50% probability to close can be a formal RFP requested by the Buyer
  11. 11. Best practices • Establish automated task triggers during the progression steps to schedule sales follow-up – No lead left behind mentality – Watch the win rate to make sure you maintain velocity within your sales cycle • If a SQL is determined not to be a match, the lead status needs to be changed in CRM to “Recycle” • Recycling can trigger several different responses – Downgraded back to a MQL for continued nurturing via e-mail using your Marketo system – Close the opportunity because the lead is no longer applicable to the service
  12. 12. Combining lead progression with opportunity
  13. 13. Join the conversation at Contact us: Jack Wagnon Ctel3 Technologies PO Box 8856 Topeka, KS 66608 (785) 250-3539 direct (800) 218-2231 toll free @CTEL3