The Truth About Leads


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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

  1. 1. MarketingProfs <br />March 17, 2011<br />Pssst… Do you know The Truth About Leads?<br />
  2. 2. Agenda<br />The Problem<br />The Cause<br />The Cost<br />What to Do<br />What Not to Do<br />“The Marketing Butterfly Effect™”<br />Managing Up From the Bottom<br />Sales Management Best Practices<br />Ten Questions to Ask<br />Ten Actions to Take<br />The Truth About Leads<br />
  3. 3. The Problem<br />Best Practice Results<br />MQL = 4.1% of inquiries/ targeted suspects<br />SAL = 62% of MQL<br />SQL = 47.5% of SAL<br />Close = 22.1% of SQL<br />Lead Leakage<br />Marketing Lead Purgatory—70%<br />Sales Lead Purgatory—20%<br />
  4. 4. The Cause<br />7 Reasons Why Sales and Marketing are Not Aligned<br />Lack of standard lead definitions<br />Failure by sales and marketing to accept accountability for influencing each step in the buying cycle<br />Focus on quantity instead of quality<br />Lack of integration between sales and marketing technologies<br />Lack of serious, formal discussion between sales and marketing<br />Failure to measure what matters<br />Silo approach—failure to pass leads back and forth<br />Source: The Aberdeen Group<br />
  5. 5. The Cost<br />Quota trends <br />since 2006<br />Quota attainment <br />since 2006 <br />
  6. 6. The Solution: Turn Raw Leads Into Real Opportunities<br />
  7. 7. What to Do: “BANT” vs. “AN”<br />
  8. 8. What To Do: Define Market, Media, Offer<br />
  9. 9. What to Do: Market<br /><ul><li>The power of relational segmentation</li></ul>1,000 Companies<br />5% <br />Lead Rate<br />32 leads (64%)<br />= 40% of spend<br />42 leads (84%) <br />= 60% of spend<br />50 Leads<br />
  10. 10. What to Do: Media<br /><ul><li>Multi-touch, multi-media, multi-cycle processes multiply results</li></ul>Touch 5: Email Following Voicemail<br />Touch 3: Email Following Voicemail<br />Touch 7: Email Following Voicemail<br />Touch 8: Overnight Package<br />Touch 1: Navigation Dial<br />Touch 2: Voicemail<br />Touch 6: Voicemail<br />Touch 4: Voicemail<br />Buyer’s Journey<br />
  11. 11. What to Do: Offer<br /><ul><li>How speaking to buyer’s pain points can help you leapfrog ahead
  12. 12. Condition of need
  13. 13. Fear of Loss
  14. 14. Perceived Risk
  15. 15. Opportunity to Improve</li></li></ul><li>What to Do: Offer<br /><ul><li>Ultimate benefits
  16. 16. Save Money
  17. 17. Save Time
  18. 18. Improve product or service
  19. 19. Save lives</li></li></ul><li>What to Do: Offer<br /><ul><li>Personal reasons</li></li></ul><li>What to Do: Your Sales Force NeedsFewer Leads<br /><ul><li>Too many raw, unqualified leads can create a clogged marketing and sales process and an unhealthy funnel
  20. 20. More leads don’t equal more success</li></li></ul><li>What to Do: Reap the Value of Long-term Leads<br />
  21. 21. What Not to Do<br /><ul><li>Cut budgets/ Increase quota</li></li></ul><li>What Not to Do<br /><ul><li>Blueprinting</li></li></ul><li>What Not to Do<br /><ul><li>Single media approach</li></li></ul><li>The “Marketing Butterfly Effect™”<br />
  22. 22. The “Marketing Butterfly Effect™”<br />
  23. 23. Sales: Managing Up From the Bottom<br />Top 20%<br />The Middle 60%<br />Bottom 20%<br />Can improve results by pushing up from the bottom, not pulling up from the top<br />
  24. 24. Sales Management Best Practices: Science<br /><ul><li>Hire
  25. 25. Compensate
  26. 26. Train
  27. 27. Deploy
  28. 28. Monitor & Manage
  29. 29. Coach & Counsel</li></li></ul><li>Sales Management Best Practices: Art<br /><ul><li>Hire
  30. 30. Compensate
  31. 31. Train
  32. 32. Deploy
  33. 33. Monitor & Manager
  34. 34. Coach & Counsel</li></li></ul><li>Ten Questions to Ask <br />How much will it really cost? <br />Is the objective clear: Are we looking to gain awareness, interest or response? <br />What are the expected results? <br />
  35. 35. Ten Questions to Ask<br />On what basis are those results expected (best and worst cases)? <br />Would you approve the campaign if you knew in advance the results would come in worst case?<br />What were the results of previous, similar campaigns? If the answer is “not very good,” why is it being done again? <br />
  36. 36. Ten Questions to Ask<br />If a campaign has never been tried before, has it been tested? If not, why not? <br />How critical is it to do this campaign now? <br />What process is going to be used to qualify, distribute and measure follow-up on response? <br />When and how will you assess the results of the campaign?<br />
  37. 37. Ten Actions to Take<br />Agree on market definition (the largest identifiable market with the tightest possible market definition).<br />Agree on offer (enterprise, point, both, priorities?) .<br />Agree on the definition of a lead (“BANT” vs. “AN”…, 10 point system).<br />
  38. 38. Ten Actions to Take<br />Agree on expected metrics (MQL to SAL to SQL to Close).<br />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).<br />
  39. 39. Ten Actions to Take<br />Give your sales force fewer leads – that is fewer, more highly qualified leads.<br />Effectively nurture longer-term leads. Provide the right content to the right person (from the right person) at the right time. <br />
  40. 40. Ten Actions to Take<br />Design your touch cycle using multi-touch, multi-media, multi-cycle processes to multiply results.<br />Construct offers that take into account: <br />The three conditions of need<br />The ultimate benefits<br />The personal reasons why people buy things for companies<br />Set realistic actions and timeframes. You cannot solve a sales shortfall when you have a six month sales cycle and you are in Q4. <br />
  41. 41. The Truth About Leads<br />Revealing little-known secrets that focus your lead-generation efforts, align your sales and marketing organizations and drive revenue<br />
  42. 42. Contact<br />Dan McDade<br /><br />678-533-2722 office<br />@dandade<br />@pointclearpd<br /><br />