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The Truth About Leads

The Truth About Leads



Revealing little-known secrets that focus your lead-generation efforts, align your sales and marketing organizations and drive revenue. From a MarketingProfs PRO online seminar (March 2011).

Revealing little-known secrets that focus your lead-generation efforts, align your sales and marketing organizations and drive revenue. From a MarketingProfs PRO online seminar (March 2011).



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    The Truth About Leads The Truth About Leads Presentation Transcript

    • MarketingProfs
      March 17, 2011
      Pssst… Do you know The Truth About Leads?
    • Agenda
      The Problem
      The Cause
      The Cost
      What to Do
      What Not to Do
      “The Marketing Butterfly Effect™”
      Managing Up From the Bottom
      Sales Management Best Practices
      Ten Questions to Ask
      Ten Actions to Take
      The Truth About Leads
    • The Problem
      Best Practice Results
      MQL = 4.1% of inquiries/ targeted suspects
      SAL = 62% of MQL
      SQL = 47.5% of SAL
      Close = 22.1% of SQL
      Lead Leakage
      Marketing Lead Purgatory—70%
      Sales Lead Purgatory—20%
    • The Cause
      7 Reasons Why Sales and Marketing are Not Aligned
      Lack of standard lead definitions
      Failure by sales and marketing to accept accountability for influencing each step in the buying cycle
      Focus on quantity instead of quality
      Lack of integration between sales and marketing technologies
      Lack of serious, formal discussion between sales and marketing
      Failure to measure what matters
      Silo approach—failure to pass leads back and forth
      Source: The Aberdeen Group
    • The Cost
      Quota trends
      since 2006
      Quota attainment
      since 2006
    • The Solution: Turn Raw Leads Into Real Opportunities
    • What to Do: “BANT” vs. “AN”
    • What To Do: Define Market, Media, Offer
    • What to Do: Market
      • The power of relational segmentation
      1,000 Companies
      Lead Rate
      32 leads (64%)
      = 40% of spend
      42 leads (84%)
      = 60% of spend
      50 Leads
    • What to Do: Media
      • Multi-touch, multi-media, multi-cycle processes multiply results
      Touch 5: Email Following Voicemail
      Touch 3: Email Following Voicemail
      Touch 7: Email Following Voicemail
      Touch 8: Overnight Package
      Touch 1: Navigation Dial
      Touch 2: Voicemail
      Touch 6: Voicemail
      Touch 4: Voicemail
      Buyer’s Journey
    • What to Do: Offer
      • How speaking to buyer’s pain points can help you leapfrog ahead
      • Condition of need
      • Fear of Loss
      • Perceived Risk
      • Opportunity to Improve
    • What to Do: Offer
      • Ultimate benefits
      • Save Money
      • Save Time
      • Improve product or service
      • Save lives
    • What to Do: Offer
      • Personal reasons
    • What to Do: Your Sales Force NeedsFewer 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
    • What to Do: Reap the Value of Long-term Leads
    • What Not to Do
      • Cut budgets/ Increase quota
    • What Not to Do
      • Blueprinting
    • What Not to Do
      • Single media approach
    • The “Marketing Butterfly Effect™”
    • The “Marketing Butterfly Effect™”
    • Sales: Managing Up From the Bottom
      Top 20%
      The Middle 60%
      Bottom 20%
      Can improve results by pushing up from the bottom, not pulling up from the top
    • Sales Management Best Practices: Science
      • Hire
      • Compensate
      • Train
      • Deploy
      • Monitor & Manage
      • Coach & Counsel
    • Sales Management Best Practices: Art
      • Hire
      • Compensate
      • Train
      • Deploy
      • Monitor & Manager
      • Coach & Counsel
    • Ten Questions to Ask
      How much will it really cost?
      Is the objective clear: Are we looking to gain awareness, interest or response?
      What are the expected results?
    • Ten Questions to Ask
      On what basis are those results expected (best and worst cases)?
      Would you approve the campaign if you knew in advance the results would come in worst case?
      What were the results of previous, similar campaigns? If the answer is “not very good,” why is it being done again?
    • Ten Questions to Ask
      If a campaign has never been tried before, has it been tested? If not, why not?
      How critical is it to do this campaign now?
      What process is going to be used to qualify, distribute and measure follow-up on response?
      When and how will you assess the results of the campaign?
    • Ten Actions to Take
      Agree on market definition (the largest identifiable market with the tightest possible market definition).
      Agree on offer (enterprise, point, both, priorities?) .
      Agree on the definition of a lead (“BANT” vs. “AN”…, 10 point system).
    • Ten Actions to Take
      Agree on expected metrics (MQL to SAL to SQL to Close).
      Define required reporting and frequency of reports (recognize that what happens during the course of one-quarter is likely to happen the next quarter without driving change).
    • Ten Actions to Take
      Give your sales force fewer leads – that is fewer, more highly qualified leads.
      Effectively nurture longer-term leads. Provide the right content to the right person (from the right person) at the right time.
    • Ten Actions to Take
      Design your touch cycle using multi-touch, multi-media, multi-cycle processes to multiply results.
      Construct offers that take into account:
      The three conditions of need
      The ultimate benefits
      The personal reasons why people buy things for companies
      Set realistic actions and timeframes. You cannot solve a sales shortfall when you have a six month sales cycle and you are in Q4.
    • The Truth About Leads
      Revealing little-known secrets that focus your lead-generation efforts, align your sales and marketing organizations and drive revenue
    • Contact
      Dan McDade
      678-533-2722 office