3forward View Point Lead Generation

Lead Generation 3forward VIEWPoint on Challenges and Best Practices www.3forward.com © 3forward, LLC

Defining Lead Generation Text Book Real World Definition ‘Sales Leader’ Definition Process of collecting names Yes, we all want more leads but and contact information what we all need are better leads, about qualified prospects with true prospects, really needing which will be contacted by what we offer, and able to take the salespeople for action within a defined timeframe. generating orders. It usually involves direct response If all but this last criterion is met, advertising and then these need to go into a telemarketing. structured lead nurturing program. - Business Dictionary.com CSO Insights – Blog Post 2 Create. Increase. Accelerate.TM ©2009, 3forward, LLC

Qualified Leads Impact Everything… Sales Leader Top Objectives for 2009 2009 Sales Performance Optimization study, CSO Insights #1 Increasing Revenues 62% #2 Increase Sales Effectiveness 50% #3 Increase Market Share 39% #4 Optimizing Lead Generation 31% #5 Improve Customer Loyalty 25% #6 Improve Margins 21% #7 Reduce Sales Cycle Time 18% #8 Increase Channel Sales 13% #9 Improve Team Selling 10% #10 Reduce Cost of Sales 9% 3 Create. Increase. Accelerate.TM ©2009, 3forward, LLC

Challenges to Success • Who ‘owns’ lead generation, sales or marketing? • What defines good leads and where are they? • Outbound vs. Inbound - Do you find leads or do they find you? • People, technology, both? • Just what is Sales 2.0 and what does it solve? • How many leads do I need? • How do I score leads? 4 Create. Increase. Accelerate.TM ©2009, 3forward, LLC

Too Few Are Succeeding! Less than 25% of leads result in an initial discussion. CSO Insights As little as 5% of new leads are sales-ready. American Marketing Association Only 16% of total leads deemed "sales-ready opportunities" actually close. Aberdeen Group Research 80% of all leads produced by marketing are not followed up by sales. CSO Insights 3.9 Million pages. Google search on “b to b lead generation services” 5 Create. Increase. Accelerate.TM ©2009, 3forward, LLC

Are You Broken? • Marketing focuses only on image and branding • Sales responsible for leads • Leads not recorded / tracked in automated CRM • On-going lead nurturing happens rep-by-rep • Few or random in-bound lead gen initiatives • Lack of coordinated social media strategy • New data comes only from off-the-shelf lists or on-line aggregators 6 Create. Increase. Accelerate.TM ©2009, 3forward, LLC

World Class Lead Generation Lead Gen Best Practices: Marketing • Lead Generation is a formally assigned and actively managed business process • Marketing is accountable for finding, creating, developing, nurturing and tracking leads • Multiple out- and in-bound lead channels • Web site 2.0 enabled / SEO optimized • Scoring, tracking and metrics-based reviews 7 Create. Increase. Accelerate.TM ©2009, 3forward, LLC

Nurturing - Critical Best Practice Lead nurturing is a relevant and consistent dialog with viable potential customers, regardless of their timing to buy. Brian Carroll, CEO, InTouch and author of Lead Generation for the Complex Sale (McGraw Hill, 2006) 8 Create. Increase. Accelerate.TM ©2009, 3forward, LLC

World Class Lead Generation Lead Gen Best Practices: Sales • Accountable for leads that become qualified opportunities • Transitions early stage leads back to marketing for qualification, development • Provide market intelligence to marketing • Accurate maintains CRM tracking data • Engages in developing AND deploying marketing promotions and initiatives 9 Create. Increase. Accelerate.TM ©2009, 3forward, LLC

Building a Winning Program Sales Readiness Checklist: Lead Generation  Marketing and Sales alignment and mutual goals on lead definitions, development, qualification and conversion  Research-based assessments of markets and segments  Descriptive prospect profiles and analysis  Specific and tailored target lists  Differentiated value proposition, customized by segment  Out-bound and in-bound lead paths  On-going / real-time prospect and target intelligence  Defined and structured process to manage the creation, development, nurturing, scoring and tracking of leads  Clear delineation on when to transition leads to sales  Technology to enable and accelerate tracking, automate nurturing and measure effectiveness  People engaging prospects to qualify and support through the selling process  Reporting and analysis of all program elements / continuous improvement loop 10 Create. Increase. Accelerate.TM ©2009, 3forward, LLC

Sources / Resources • http://www.businessdictionary.com • http://www.csoinsights.com/ • http://www.csoinsights.com/Blog • http://blog.devongroup.com/?p=482 • http://www.bridgegroupinc.com/ • http://www.startwithalead.com/ • http://blog.signaturemarketingservices.com/bl og/signature-marketing-services • http://www.leadlife.com/leadlife_whitepapers 11 Create. Increase. Accelerate.TM ©2009, 3forward, LLC

About 3forward 3forward helps companies find and create qualified leads, increase wins and accelerate sales. Learn More About Us At: Web Site Sales Leaders Blog Meet Our Leadership Company Overview on SlideShare Old School / New Tools: Best Practices and Resources for Sales and Marketing Facebook Events Contact Us 12 Create. Increase. Accelerate.TM ©2009, 3forward, LLC

3forward View Point Lead Generation

0 comments

Notes on slide 1

Favorites, Groups & Events