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Planning & Implementing a Lead Management Process - An Allinio Presentation

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The quest for good leads has led to countless incidents of conflict between sales and marketing. The classic dialogue is, “The leads stink!” and a defensive response of ”You just don’t know how to sell to them.” That should not happen – we’re industrial marketers, darn it!

Joseph Zuccaro (@joezuc), President of marketing automation professional services firm Allinio (http://allinio.com) (@allinio), explains that just like a manufacturing supply chain, Marketing needs to think of itself as an assembly line, collecting data from various sources to create a finished product called a “qualified lead,” which it then distributes to sales, which can successfully engage the lead.

Joseph Zuccaro is President and Founder of Allinio, a marketing automation consultancy.

http://www.allinio.com

Published in: Business, Career
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  • This presentation is for Marketing & Sales executives. The quest for good leads has led to countless incidents of conflict between sales and marketing. The classic dialogue is, “The leads stink!” and a defensive response of ”You just don’t know how to sell to them.” That should not happen – we’re industrial marketers, darn it!

    Joseph Zuccaro (@joezuc), President of Marketing Automation professional services provider Allinio (http://www.allinio.com) (@allinio), explains that just like a manufacturing supply chain, Marketing needs to think of itself as an assembly line, collecting data from various sources to create a finished product called a “qualified lead,” which it then distributes to sales, which can successfully engage the lead.
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Planning & Implementing a Lead Management Process - An Allinio Presentation

  1. 1. Planning & Implementing A Lead Management Process ©2010 Allinio LLC – All rights reserved allinio
  2. 2. In many organizations, the lead process looks a little like this… ©2010 Allinio LLC – All rights reserved allinio
  3. 3. But everyone is saying you have to manage your leads like a funnel. Well, that’s a little better than a meat grinder. ©2010 Allinio LLC – All rights reserved allinio
  4. 4. They love to show how cool they can make a sales funnel look. ©2010 Allinio LLC – All rights reserved allinio
  5. 5. The problem with funnels is that gravity does most of the work. And while we all obey the laws of gravity, leads don’t. So… ©2010 Allinio LLC – All rights reserved allinio
  6. 6. Sales gets mad when Marketing doesn’t give them “good leads.” ©2010 Allinio LLC – All rights reserved allinio
  7. 7. And Marketing thinks Sales just doesn’t know how to sell and ruins the good leads they’ve been given. ©2010 Allinio LLC – All rights reserved allinio
  8. 8. It’s the same old crap, isn’t it? ©2010 Allinio LLC – All rights reserved allinio
  9. 9. Maybe it’s time to referee this whole leads thing. ©2010 Allinio LLC – All rights reserved allinio
  10. 10. Because leads are not a game - they’re your business’ lifeblood. ©2010 Allinio LLC – All rights reserved allinio
  11. 11. And instead of a kitchen gadget analogy, use a real business concept for Doh! managing leads... ©2010 Allinio LLC – All rights reserved allinio
  12. 12. Your lead process is really a “Supply Chain.” ©2010 Allinio LLC – All rights reserved allinio
  13. 13. Lead components are data that may come from different sources ©2010 Allinio LLC – All rights reserved allinio
  14. 14. But each added piece of data helps make a finished product. ©2010 Allinio LLC – All rights reserved allinio
  15. 15. Which is then ready to hand off to Sales. ©2010 Allinio LLC – All rights reserved allinio
  16. 16. The key is breaking down the processes down into manageable sections so you can consistently create this finished product. ©2010 Allinio LLC – All rights reserved allinio
  17. 17. In Marketing’s case, a “finished product” is a “qualified lead” which is built with “data” and Sales is the “buyer.” ©2010 Allinio LLC – All rights reserved allinio
  18. 18. And the buyer helps define the process for producing the product. ©2010 Allinio LLC – All rights reserved allinio
  19. 19. OK, we’ll stop using stock pictures of attractive models posing like business people. ©2010 Allinio LLC – All rights reserved allinio
  20. 20. So what are these processes that Sales and Marketing need to agree upon? ©2010 Allinio LLC – All rights reserved allinio
  21. 21. Data Process Warm & fuzzy critters are still OK to use ©2010 Allinio LLC – All rights reserved allinio
  22. 22. Data Process – Some questions to ask 1. Where is customer data stored? 2. Who controls it? 3. Who enters it and how? 4. Are multiple data systems integrated? 5. When is data cleansed and how? ©2010 Allinio LLC – All rights reserved allinio
  23. 23. Lead Planning Process ©2010 Allinio LLC – All rights reserved allinio
  24. 24. Lead Planning Process – Some questions to ask 1. Is there a documented lead quota? 2. Are marketing & sales in agreement to these numbers? 3. How is success tracked? 4. How often? ©2010 Allinio LLC – All rights reserved allinio
  25. 25. Lead Qualification Process In our opinion, this is not an attractive model posing like a business person and we don’t endorse this as a process either. ©2010 Allinio LLC – All rights reserved allinio
  26. 26. Lead Qualification Process – Some questions to ask 1. How do you define what a contact versus a lead is? 2. How do you determine what type of lead a lead is? 3. Is there a common scoring model? 4. Who uses that model? ©2010 Allinio LLC – All rights reserved allinio
  27. 27. Content Process ©2010 Allinio LLC – All rights reserved allinio
  28. 28. Content Creation Process – Some questions to ask 1. What content do my customers value? 2. How do I create/obtain that content? 3. What mix of offline/online do I use? 4. How much should I customize it? ©2010 Allinio LLC – All rights reserved allinio
  29. 29. Lead Nurturing Process ©2010 Allinio LLC – All rights reserved allinio
  30. 30. Lead Nurturing Process – Some questions to ask 1. Is there a lead nurturing strategy? 2. Is it manual or automated? 3. How do you determine the content and calls to action for your nurturing? 4. Who owns the nurturing programs? ©2010 Allinio LLC – All rights reserved allinio
  31. 31. Lead Routing Process ©2010 Allinio LLC – All rights reserved allinio
  32. 32. Lead Routing Process – Some questions to ask 1. When must Marketing send a qualified lead to Sales? 2. When must Sales follow up once receiving a lead? 3. Who monitors the actions? 4. What systems are used for monitoring? ©2010 Allinio LLC – All rights reserved allinio
  33. 33. Metrics ©2010 Allinio LLC – All rights reserved allinio
  34. 34. Metrics Process – Some questions to ask 1. What metrics measure both Marketing & Sales success? 2. What systems generate your metrics reports? 3. How often are they run? 4. Do the reports influence further efforts? ©2010 Allinio LLC – All rights reserved allinio
  35. 35. There’s a lot to this… much more than is mentioned here.. But you’re a professional. ©2010 Allinio LLC – All rights reserved allinio
  36. 36. Treating Lead Management as a Supply Chain will help you. ©2010 Allinio LLC – All rights reserved allinio
  37. 37. Remember, take raw material (data), employ processes and add other raw materials (more data) and with time it can become a usable product – a qualified lead. ©2010 Allinio LLC – All rights reserved allinio
  38. 38. All the processes you need to implement help this happen ©2010 Allinio LLC – All rights reserved allinio
  39. 39. So instead of giving The lead supply chain leads to sales that will do it right. aren’t ready to buy (the old way) OK, we broke our own rule allinio ©2010 Allinio LLC – All rights reserved
  40. 40. And instead of going two different directions at two speeds ©2010 Allinio LLC – All rights reserved allinio
  41. 41. Sales & Marketing are aligned And working together…. ©2010 Allinio LLC – All rights reserved allinio
  42. 42. Now, before the quiz, your task is: #1: Write this 100 times Bart Simpson - Fox Broadcasting Company ©2010 Allinio LLC – All rights reserved allinio
  43. 43. #2: Call Allinio for a jumpstart ©2010 Allinio LLC – All rights reserved allinio
  44. 44. About Allinio Allinio is a professional services firm specializing in marketing automation consulting and implementation. We help our clients align their marketing and sales department, and leverage web-based technologies to achieve higher ROI out of their marketing and sales efforts and ultimately drive more revenue for their organization. ©2010 Allinio LLC – All rights reserved allinio
  45. 45. Data Driven Revenue TM www.allinio.com Tweet this Presentation Subscribe to the Marketing Consigliere Blog Share this on LinkedIn Follow Joe Zuccaro on Twitter Share this on Facebook Follow Allinio on Twitter Share this via Email Follow the B2B Twitterer Awards on Twitter ©2010 Allinio LLC – All rights reserved allinio

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