Lead qualification - resolving the sales and marketing conflict

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Lead qualification - resolving the sales and marketing conflict

  1. 1. Lead Qualification: Resolving the conflict between Sales and Marketing 1 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  2. 2. Biggest Sales Challenge: High Quality Leads 2 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  3. 3. What are “High Quality” leads? 3 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  4. 4. Universal Lead Definition “Most companies lack a clear definition of a sales lead – that is their sales and marketing departments don’t agree on a universal lead definition.” - Brian Carrol 4 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  5. 5. Can sales and marketing agree on a common definition of a “high quality” lead? 5 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  6. 6. How do sales and marketing look at leads? OR How do leads determine the performance of marketing and sales? 6 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  7. 7. Marketing Perspective EDMs Print Ads TV Marketing Leads Commercials Spend Events Generated & Promotional Exhibitions Activities Number of Leads Generated ROI = Marketing Spend 7 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  8. 8. Marketing Perspective To Maximize ROI: Lax Qualification Criteria! Max (Leads Generated) = Lax Qualification Criteria 8 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  9. 9. Sales Perspective Periodic Sales Target Leads Generated Competition Limited Time Sales Revenue Generated Existing Complex Buying Opportunities Process Sales Orders Generated Conversion = Leads + Opportunities For the Ratio current Sales Orders x Order Value target period Value = Sales Target Converted 9 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  10. 10. Sales Perspective To Maintain Conversion Ratio + Maximize Value Converted: Strict Qualification Criteria! Max (Sales Revenue) = Max (Qualification Criteria) 10 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  11. 11. Conflict Cloud Marketing Team Maximize number of leads Lax Qualification Criteria Ensure high sales Conflict volume • Maintain Conversion Ratio Strict Qualification Criteria • Maximize Value Converted Sales Team 11 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  12. 12. The Process Disconnect Marketing Funnel Sales Funnel Leads Opportunities Orders Target Market Generated Confirmed 12 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  13. 13. Implications of satisfying marketing needs Lax Qualification Overload Sales Funnel Marketing Funnel Sales Funnel Lower conversion ratio Lower value converted Leads Orders Target Market Generated Confirmed 13 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  14. 14. Implications of satisfying sales needs Lost Stricter opportunities lead definition Marketing Funnel Sales Funnel Reduced ROI Leads Orders Target Market Generated Confirmed 14 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  15. 15. Hence, marketing and sales cannot agree on a universal lead definition 15 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  16. 16. Resolving the Conflict 16 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  17. 17. Underlying Assumptions 1. Lead Qualification has to be done either by marketing or by sales! 2. Leads that are not qualified need to be dropped out of the funnel! 17 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  18. 18. Invalid Assumptions! 1. Lead Qualification has to be done either by marketing or by sales! Introduce a separate, lower cost Lead Qualification team 18 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  19. 19. Invalid Assumptions 2. Leads that are not qualified need to be dropped out of the funnel! Nurture the leads that do not qualify in a CRM process 19 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  20. 20. Breaking the Conflict Low-cost qualification / nurturing process Marketing Funnel Sales Funnel Leads Qualified Orders Target Market Generated Leads Confirmed Nurture Leads 20 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  21. 21. Lead Qualification Process Qualified Sales Leads Funnel Lead Leads Qualification Generated Criteria Non-Qualified Nurturing Leads Process 21 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  22. 22. Nurturing Process Lead Qualification Process Nurture Buyer CRM Marketing Profiles Capture Responses 22 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.
  23. 23. Thank You Ashutosh Bijoor +91-22-4206-1244 ashutosh@reach1to1.com http://www.reach1to1.com 23 Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd. Copyrights: Reach1to1 Technologies Pvt.

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