The Lead Management
FrameworkSM

The Common Lead Management Approach
Increased Effort & Decreased Efficiency
©Copyright 2011 The Annuitas Group

The Process Based Lead Management Approach
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The Value of Lead Management Process
Source: Sirius Decisions
©Copyright 2011 The Annuitas Group

The Lead Management FrameworkSM
Data
Lead
Content
Planning
Lead
Management
Metrics
Lead
Rou2ng
Lead
Lead
Nurturing
Qualifica2on
©Copyright 2011 The Annuitas Group

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 Know
• This is not a marketing only exercise
– it is cross-functional
• Marketing
• Sales
• Operations
• Finance
• IT
©Copyright 2011 The Annuitas Group

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

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

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

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

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

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

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