Lead generation details

1. Marketing & Sales Roundtable
Lead Generation: Feeding the Sales Funnel
September 2003

2. 2
©2003 Rosemary Remacle
Agenda
• Lead generation and the marketing/sales process
• Lead generation and the sales funnel
• Lead generation and stages of company development
• Feeding the Sales Funnel: lead generation programs
• Lead generation program design variables
• Lead generation program management
• Some tips

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©2003 Rosemary Remacle
Lead Generation and Marketing/
Sales Process
Strategy Plan:
Market
Leadership
Strategy Plan:
Market
Leadership
Customer
Segment
Value
Proposition
Force Field,
Market
Momentum
Creation
Segment
Focused
Lead
Generation &
Qualification
- referrals
- programs
Managed
Sales
Process/
Sales
Funnel
Customer
Acquisition
SalesMarketing/SalesMarketing
Marketing
Marketing
Programs
(PR,
website,
Speaker Program,
White Papers etc.)
Market leverage model
Service &
Support
Service/Support
Organization
PROSPECTS/LEADS – BY SEGMENT
LEAD QUALIFICATION
CONSULTATION
PROPOSAL
CLOSE
JUSTIFICATION

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©2003 Rosemary Remacle
Lead Generation and the Sales Funnel
Segment-Focused
Lead Generation
Programs
PROSPECT GENERATION – BY SEGMENT
LEAD QUALIFICATION
CONSULTATION
PRESENTATION(S)
JUSTIFICATION
PROPOSAL
CLOSE
• Marketing, Sales
• Business Development
• Marketing
• Sales
• Channel Partners
• Sales + Technical
• Sales + Technical
• Sales + Finance +
Operations
• Sales + Finance
• Sales (+ Corporate
Executives)

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©2003 Rosemary Remacle
Lead Generation by Stages of
Company Development
Product
Development
Product
Development BetaBeta
Launch,
Market
Development
Launch,
Market
Development
Acquire Beta customers
• Referrals (Personal networks)
• Informal/ad hoc programs
(Participation in visionary/early
adopter events etc.)
• Marketing
• Sales (‘Elephant Hunters’)
Identify Potential Lead Sources in
available customer segments
• Referrals (Extended personal
networks)
• Partners/Customers
• Formal programs
• Marketing
• Sales (Telesales,‘Elephant
Hunters’)
Feed the Funnel: Develop market
entry segment momentum and
revenue flow
• Referral (Extended personal
networks)
• Partners/Customers
• Formal programs
• Marketing
• Sales (Telesales,‘Elephant
Hunters’, Channel Partners)
Phase
Lead
Generation
Goal
Sources of
Leads
Participants

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©2003 Rosemary Remacle
Feeding the Funnel:
Lead Generation Programs
• Search engine placements
• Website visits/Promotions
• Trade shows
• Seminars/Webinars
• PR/Speaker programs
• Direct marketing – snail- and e-mail, telemarketing
• Partner co-marketing
• Ads – press and electronic
• Etc.

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©2003 Rosemary Remacle
StrategyStrategyStrategyStrategy PlanPlanPlanPlan DeployDeployDeployDeploy AnalyzeAnalyzeAnalyzeAnalyze RefineRefine
StrategyStrategy
RefineRefine
StrategyStrategy
Lead Generation Program Overview
Activities
• Research
• Strategy
• Goals & metrics
• Key messages
• Prospect database
• Program definition
• Incentives
• Lists
• Configure platform(?)
• Creative development
• Inventory & logistics
management
• Data collection
• Response rate
• Leads generated
• etc.
• Strategy against outcome
• Required course corrections
identification
Responsibilities
• Marketing
• Marketing service providers
• Sales
• Marketing
• Marketing service providers
• IT service provider
• Fulfillment house
• Sales
• Marketing
• Marketing service providers
• IT service provider
• Fulfillment house
• Sales
• Marketing
• Marketing
service providers
• IT service provider
• Fulfillment house
• Sales
• In-house marketing
• Marketing service providers
• Sales

8. 8
©2003 Rosemary Remacle
Lead Generation Program Design
Variables
• Product
• Company stage/Segmentation roadmap maturity
• Industry/Customer segments
• Category maturity
• Resources/Budgets
• Etc.

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©2003 Rosemary Remacle
Lead Generation Program
Management
‘Call center’
Program Potential Customer Responses Sales Channel Metrics
Program
Homepage,
Website Telesales
Direct Sales
Partners
Lead Qualification
• Search engine
placements
• Website
visits/promotions
• Trade shows
• Seminars/Webinars
• PR/Speaker
programs
• Direct marketing
• Partner co-
marketing
• Ads
Prioritization
and Routing
• Closed sales
per channel
• Closed sales
per lead
• Cost per
qualified lead
• Customer
lifetime value
Absolute Requirement: Contact DB SFA CRM

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©2003 Rosemary Remacle
Some Tips
• Start with segmentation or it’s usually a wasted exercise
• Bring sales management into the process at the beginning
• Program goals, metrics, follow-up are necessary ingredients
• Start a contact DB as soon as the potential customer list
exceeds “one”
• Pain points: ensuring ’closed loop’ of complex process
• List acquisition
• Complex process management
• Clear roles and responsibilities

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©2003 Rosemary Remacle
Summary
“It’s hard to fill the funnel if it’s not under the faucet”
B. Roberson, “What Really Works”

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©2003 Rosemary Remacle
Presenters
• Liz Arrington,Consultant
Market Focus
650-329-0823
liz@mktfocus.net
• Patty Burke, Consultant
Market Focus
patty@mktfocus.net
408-398-4921
• Rosemary Remacle, Consultant
Market Focus
408-244-0412
rosemary@mktfocus.net