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Inbound Lead Management Best Practices
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Inbound Lead Management Best Practices

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  • Transcript

    • 1. Leveraging Tele-Sales For Marketing Part I: Inbound Lead Management Best Practices Aaron Ross www,ColdCalling2.com [email_address] Never waste a lead
    • 2. Experience
    • 3.
      • Plenty of leads, but then what? 
      • Contacting and converting your leads?  
      • Leads never get called, or get only a token effort? 
      • Collaboration with sales?
      Here’s you right now
    • 4. When we’re done.
    • 5. The problem: 80% of the time, lead management (processing & qualifying leads coming inbound to your company) is the best place to quickly increase pipeline and marketing ROI
    • 6. Three Too-Common Bottlenecks
      • Diluted ownership of the marketing-to-sales “baton pass”
        • Who owns the qualified pipeline metric?
      • Under-investment in “Sales Development”
        • Dedicated inbound lead qualification function
        • It’s less sexy than marketing budget or quota-carrying heads
      • Tasking the same reps to both qualify inbound leads and attempt outbound prospecting
        • Oil and water
    • 7. Waste of Energy GARBAGE
    • 8. How Do You Stack Up?
      • Best in class 30% 30% 90
      • Average 20% 20% 40
      • Underperforming 10% 10% 10
      • Do you know? ? ? ?
      Lead-to-Oppty Conversion Rate Pipeline- to-Close Win Rate Of 1000 leads, # that close
    • 9.
      • Treat salespeople as internal customers
        • Fewer, better leads = more revenue & higher ROI
      • Build a “Lead Management Machine”
        • Common language and metrics with sales
        • A dedicated sales development function
        • Well-designed tools and processes
        • CRM best practices
      • Commitment
        • Executive understanding & support
        • Pick one thing to start with and DO IT
      • (4. And a back-of-deck bonus)
      3 Takeaways
    • 10. Panning for gold
    • 11. … With a colander?
    • 12.
      • It’s more like this
      “ 80% of marketing efforts to generate leads are wasted and ignored by sales“ -Aberdeen "A majority of sales leads are wasted every day, and 69% of sales leads receive no follow-up at all” - Brain Carroll
    • 13. How can you plug the holes?
    • 14. Salespeople
    • 15. Salespersons’ shoes
      • Salespeople constantly prioritizing
      • They will call current customers before suspect leads
      • 80/20 rule:
        • If less than 20% of the leads are ‘highly productive’ right away, they might de-prioritize that entire source of leads
        • It’s not the # of leads, it’s the average quality that is critical
    • 16. Simplicity
      • The better the average quality across all leads given to sales…
      • The easier it is to follow up on leads…
      • The more sales will follow up & close …
      • The higher your marketing ROI goes
      Sales: “Don’t Make Me Think”
    • 17. What to do
      • Your choice:
      • A) Get frustrated, or…
      • B) Consider them as customers
      • How can you deliver gifts that sales is consistently excited to open?
    • 18. Do “less”, Qualify more
      • Give quality, not quantity – less is more!
      • If you don’t have one, create a sales development role
      • If you have a sales development role, improve it’s qualification criteria and process
      • Train (and train, and train…) salespeople on your CRM system and lead processes
    • 19. Best practices
    • 20. Taxonomy
      • Everyone uses different terms…here is how we use some:
      • Lead
        • A suspect who registered on your website (or responded to a marketing campaign), but has not yet been qualified
      • Opportunity
        • After a lead is qualified, it is an active sales opportunity
      • Sales Development
        • A function that bridges marketing and sales. Sales Development’s core purpose is to process inbound leads, and route qualified ones to the correct salespeople.
      • Inbound / Inbound lead management
        • the flow of leads coming “inbound” to your website, either because of marketing programs or word-of-mouth.
      • Outbound / outbound prospecting
        • Tele-marketing, cold-calling, prospecting…an inside salesperson is proactively contacting cold or stale accounts
    • 21. Start here
      • Define a common language with sales
        • What’s a “lead”? What’s a “qualified opportunity”?
        • What are each group’s commitments to each other?
      • Create a sales development role to qualify leads
        • Separate “inbound” from “outbound” [!]
        • Estimate one rep per 400 relevant leads/month
          • Excluding junk, wrong markets, duplicates, etc.
        • Comp: 50% monthly goals, 50% on revenue
    • 22. Agree on a few, most important metrics
      • Most Common :
      • Inbound lead volume (leads/month)
      • % of leads converted to qualified opportunities
      • Qualified pipeline generated per month
        • And what is needed per month to hit revenue goals
      • Pipeline-to-close rates
      • Measure these metrics monthly
      • These metrics should also be further sliced by type of lead or market segment
    • 23. CRM best practices (principles)
      • Leverage tools in stages:
        • First do more with your CRM system
        • Then worry about adding in ‘extras’ such as Ringlead, Genius…
      • Avoid perfection!
        • Make it usable and maintainable rather than perfect
      • Use dashboards (across the company)
        • Especially in meetings instead of excel – drive adoption
        • Create one for your CEO
      • “ Adoption boosters”
        • Training, laminated color handouts, contests, donuts…
      • It’s a journey, not a destination
    • 24. Executive commitment
      • Common roadblock : executives with pure enterprise sales backgrounds
        • “ Website leads are a distraction” (a real VP Sales quote)
      • YOU have to believe first!
      • Educate them, relentlessly
        • Dashboards for visibility of issues
        • Results-based analytical tools (see bonus section)
        • Demonstrate before-and-after results
    • 25.  
    • 26.  
    • 27. The water’s fine. DIVE IN!
    • 28.
      • Treat salespeople as internal customers
        • Fewer, better leads = more revenue & higher ROI
      • Build an “Inbound Lead Machine”
        • Common language and metrics with sales
        • A dedicated sales development function
        • Well-designed tools and processes
        • CRM best practices
      • Commitment
        • Executive understanding & support
        • Pick one thing to start with and DO IT
      • (4. And a back-of-deck bonus)
      3 Takeaways
    • 29. Next month: Part II
      • You’ve dramatically improved inbound lead management…
      • … now you want better results from mid-market/enterprise leadgen.
      • How can you leverage tele-sales to break through the clutter and generate more qualified leads?
    • 30.
      • Aaron Ross
      • [email_address]
      • 415-312-2579
      • www.ColdCalling2.com
      Design: David Stychno (david@c2llc.com) Thanks to Erythean Martin (erythean@gmail.com) Coming: ColdCalling2.com Thank You
    • 31. Appendix
    • 32.  
    • 33.  
    • 34.  
    • 35.  
    • 36.  
    • 37. 2. Separate the core functions OUT Account Management Bound Qualification Sales Sales Development Marketing Generated Leads Bound Prospecting IN Qualified Opportunities New Customers
    • 38.  
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    • 48.  
    • 49.  
    • 50.
      • Aaron Ross
      • [email_address]
      • 415-312-2579
      • www.ColdCalling2.com