CDW Lead Generation: From Sales Adoption to Leadership Reporting
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The document discusses CDW's lead generation program and lessons learned. It describes CDW's initial challenges with purchasing leads through third parties with no tracking or measurement. CDW then gained sales commitment, built a centralized lead repository to track sources, opportunities, and sales feedback. This allowed CDW to measure ROI and increase sales lead utilization by 20% and average order value by 5 times, closing 1 in 3 leads and achieving positive ROI. Key lessons included gaining early sales buy-in, having a tracking plan to calculate ROI, starting small with reputable partners, and avoiding assumptions.
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CDW Lead Generation: From Sales Adoption to Leadership Reporting
- 2. CDW Lead GenerationFrom sales adoption to leadership reporting DMA 2011 October 5, 2011
- 3. CDW Lead GenerationSpeakers Mark Thabit Senior Director, Solutions Marketing CDW Randy Ilas VP, Product Development & Marketing Harte-Hanks Market Intelligence
- 4. Today’s SessionLearning Objectives How to: Gain sales adoption of the lead process Measure and track lead success (ROI) Make adjustments to “the best laid plans”
- 5. Market Observations Lead Targeting Trends “Lead” Sources & Variety Expanding “Pull Sources” Volume Growing Costs of Qualifying Often Hidden or Missed Costs & Time to Qualify Underestimated MQL & SQL Stages and Process Standardizing
- 6. The CDW Story Mark Thabit CDW
- 7. CDW Lead Generation The CDW Challenge Purchased leads via third-party partners No formal system for tracking or measuring Sales feedback on lead quality was not favorable
- 8. CDW Lead Generation Out with the Old Gain Sales commitment Build the infrastructure Follow the lead
- 9. CDW Lead Generation Sales Commitment Coordinate with Sales What is a lead? Do we need BANT? Person to call Reason to call Gain commitment to pursue leads Send only qualified leads Nurture all others
- 10. CDW Lead Generation Lead Infrastructure Centralized lead repository Tag each lead Source Date Customer name Opportunity Sales representative name Deliver lead within existing sales tool Sales feedback Sales disposition
- 11. CDW Lead Generation Sourcing the Right Leads Based on Sales/Marketing lead definition Quality and accuracy is critical Set goals and forecast Harte-Hanks Ci Pipeline® More than a lead
- 12. Ci Pipeline® Opportunity Profile
- 13. CDW Lead Generation Reporting Tracking ROI Validate the investment ROI Formula $ Cost of Sales Lead Cost Run Rate - - - ROI =
- 14. CDW Lead Generation So What Happened? Increased sales lead utilization by 20% Increased average order value by 5 times Closed 1 out of 3 leads Able to deliver positive ROI
- 16. Follow the lead
- 17. Validate ROI
- 19. CDW Lead Generation Our Work is Never Done
- 20. Mark Thabit marktha@cdw.com Randy Ilas Randy_Ilas@harte-hanks.com For more information, contact: CDW www.cdw.com 1-800-800-4239 Harte-Hanks Market Intelligence www.citdb.com 1-800-854-8409 Q&A
- 22. Have a plan for tracking leads in order to calculate the ROI of your efforts
- 23. Select high quality, reputable partners
- 24. Start small
Editor's Notes
- Lead targeting – view of the market CDW overviewProblem statement: Improve led process. Getting Sales to adopt the lead process. Ultimately, creating a seamless process of sending qualified opportunities to Sales.
- Purchased leads via third-party partnersWebinarsWhite papersCase studiesNo formal tracking or measuringSales and MarketingSales feedback was not favorablePoor quality
- Gain Sales commitmentQuality vs. quantityBuild the infrastructureFollow the lead
- Tracking ROIValidate the investmentROI FormulaProfitLess lead costLess run rate (business we would of got anyway)Less sales commission
- What To Do:Lock-step with SalesNot too late to start; Training sessionsCommunicate, communicate, communicateFollow the leadCreate ability to track from start to finishValidate ROIValidate existing expenditure; Secure future fundsPilots with partners
- 3 Things To NOT Do:Send all leads to SalesUnderestimate the hand-off processAssume (next steps for Sales; understanding of process; communication to Sales)
- Improving lead qualityWork with partner Share best practicesShare sales feedback
- Get sales buy-in up frontHave a plan for tracking leads in order to calculate the ROI of your effortsWork with high quality partnersGet started! (learn from our mistakes but don’t be afraid to make your own mistakes – it’s an iterative process but well worth the effort)