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The Lead ManagementFrameworkSM
The Common Lead Management ApproachIncreased Effort & Decreased Efficiency                                      ©Copyright...
The Process Based Lead Management Approach                                ©Copyright 2011 The Annuitas Group
The Value of Lead Management Process Source: Sirius Decisions                                   ©Copyright 2011 The Annuit...
The Lead Management FrameworkSM                                                      Data	                                ...
Lead Management FrameworkSM                              ©Copyright 2011 The Annuitas Group
Building the Process – Where to Start?•  Define the lead management   framework•  Conduct an Audit – Know What You   Don’t...
Data Process•  Determine the validity of your database –   How old are the records?•  Determine your approach to data hygi...
Lead Planning     3,000   Responses     80%            2,400  Conversion        Valid                  Mktg Nurture Campai...
Lead Routing•  Determine how marketing will pass   qualified leads to sales•  Avoid the black hole, know how the leads   w...
Lead Qualification•  What do you do with leads?•  Determine between sales and marketing   the definition of all the steps ...
Lead Nurturing   •  Building a relationship with your prospect      – not all responses are ready to buy      immediately ...
Metrics•  Know why you are running a campaign or   marketing program•  Develop benchmarks and KPI’s for your   organizatio...
Content Development Process•  Define the buying cycle of your   customers    •  Development of content maps along the     ...
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The Annuitas Group Lead Management Framework Sm

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Companies looking to get the most from their marketing and sales investments need to adopt a process based approach.

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The Annuitas Group Lead Management Framework Sm

  1. 1. The Lead ManagementFrameworkSM
  2. 2. The Common Lead Management ApproachIncreased Effort & Decreased Efficiency ©Copyright 2011 The Annuitas Group
  3. 3. The Process Based Lead Management Approach ©Copyright 2011 The Annuitas Group
  4. 4. The Value of Lead Management Process Source: Sirius Decisions ©Copyright 2011 The Annuitas Group
  5. 5. The Lead Management FrameworkSM Data   Lead   Content   Planning   Lead   Management   Metrics   Lead  Rou2ng   Lead   Lead   Nurturing   Qualifica2on   ©Copyright 2011 The Annuitas Group
  6. 6. Lead Management FrameworkSM ©Copyright 2011 The Annuitas Group
  7. 7. Building the Process – Where to Start?•  Define the lead management framework•  Conduct an Audit – Know What You Don’t Know•  This is not a marketing only exercise – it is cross-functional •  Marketing •  Sales •  Operations •  Finance •  IT ©Copyright 2011 The Annuitas Group
  8. 8. Data Process•  Determine the validity of your database – How old are the records?•  Determine your approach to data hygiene and what team will own it•  Where will you store the customer & prospect data?•  Define and control who will have access to that data•  Segment the data to optimal success based on ideal target and customer profiles ©Copyright 2011 The Annuitas Group
  9. 9. Lead Planning 3,000 Responses 80% 2,400 Conversion Valid Mktg Nurture Campaign Responses 10% 240 Conversion Mktg Qualified Mktg Nurture Campaign (MQL) (MQL) 50% 120 Sales Acceleration Nurture Conversion Sales Accepted (SAL) Leads Campaign Lead  Nurture   72 Campaigns   60% Sales Conversion Qualified Sales Acceleration SQL Leads(SQL) Nurture Campaign Post-Sales Nurture Sales Close Campaign Rate 33% 24 closed deals Additional Monthly Revenue @ $2.4M per $100k ASP month ©Copyright 2011 The Annuitas Group
  10. 10. Lead Routing•  Determine how marketing will pass qualified leads to sales•  Avoid the black hole, know how the leads will be tracked•  Provide sales the ability to pass back for further nurturing•  Develop SLA’s and Business Rules to ensure proper follow-up and no fall out rate ©Copyright 2011 The Annuitas Group
  11. 11. Lead Qualification•  What do you do with leads?•  Determine between sales and marketing the definition of all the steps in the waterfall – response, MQL, SAL, SQL etc.•  Define the qualification criteria•  What happens to non-qualified leads?•  Set-up a lead scoring model that allows for quality leads to flow to sales•  Focus on quality not quantity ©Copyright 2011 The Annuitas Group
  12. 12. Lead Nurturing •  Building a relationship with your prospect – not all responses are ready to buy immediately •  Nurturing allows for pipeline acceleration •  Sales that were nurtured provide a 47% higher order value than non-nurtured sales.Source:    Aberdeen   ©Copyright 2011 The Annuitas Group
  13. 13. Metrics•  Know why you are running a campaign or marketing program•  Develop benchmarks and KPI’s for your organization and measure against them quarterly•  Use the metrics to shape the future•  Pull both marketing and sales metrics for a complete 360o view of your organization ©Copyright 2011 The Annuitas Group
  14. 14. Content Development Process•  Define the buying cycle of your customers •  Development of content maps along the buyers journey •  List current available offers and those that need to be created •  Determining the proper offers that correlate to the defined buying stages•  The content process is dynamic and needs continual attention and focus ©Copyright 2011 The Annuitas Group

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