• Save
The Truth About Leads
 

The Truth About Leads

on

  • 1,919 views

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).

Statistics

Views

Total Views
1,919
Views on SlideShare
1,902
Embed Views
17

Actions

Likes
1
Downloads
0
Comments
0

3 Embeds 17

http://marcelarierav.blogspot.com 9
http://pinterest.com 7
http://marcelarierav.blogspot.de 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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
    5%
    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
    Dan.McDade@PointClear.com
    678-533-2722 office
    @dandade
    @pointclearpd
    http://www.linkedin.com/in/danmcdadepointclearllc