The document discusses best practices for lead generation and management. It outlines problems with current lead processes like lack of standard definitions and focus on quantity over quality. This costs companies in terms of lower quota attainment. The solution is to better qualify leads with attributes like decision makers identified and critical issues validated. Companies should also give sales fewer but higher quality leads, nurture long-term leads, and use multi-touch marketing processes to drive results. Taking actions like agreeing on lead definitions and metrics can help align sales and marketing to improve revenues and profits.

1. Pssst… Do you know The Truth About Leads ? November 16, 2011

2. Agenda The Problem The Cause The Cost What to Do Actions to Take The Truth About Leads

3. The Problem Average Results MQL = 4.4% of inquiries/ targeted suspects SAL = 66.6% of MQL SQL = 48.8% of SAL Close = 20.3% of SQL MQL = Marketing Qualified Lead SAL = Sales Accepted Lead SQL = Sales Qualified Lead

4. The Cause Reasons Why Marketing and Sales are Not Aligned Lack of standard lead definitions Failure by marketing and sales to accept accountability Focus on quantity instead of quality Lack of technology integration Failure to measure what matters Failure to pass leads back and forth Source: The Aberdeen Group

5. The Cost Quota trends since 2006 Quota attainment since 2006

6. The Solution: Turn Raw Leads Into Real Opportunities Attributes of a Well-Qualified Lead 1 SIC or NAICS Code 2 Firmographics 3 Decision makers identified 4 Environment documented 5 Decision maker engaged 6 Critical business issues validated 7 Decision-making process 8 Budget process documented 9 Competitive landscape documented 10 Compelling event exists

7. What to Do: “BANT” vs. “AN”

8. What To Do: Define Market, Media, Offer Establishing a clear and mutually agreed upon definition of market, media and offer can help you multiply results Market Media Offer Target companies? Target contacts? Market segmentation? Media mix? Building dialogue? Compelling calls to action? What problems will we solve? Differentiating messaging?

9. What to Do: Market 5% Lead Rate 1,000 Companies 50 Leads 32 leads (64%) = 40% of spend 42 leads (84%) = 60% of spend The power of relational segmentation Marketing Equally Sized Samples Sample size Lead Rate # of Leads 200 9% 18 200 7% 14 200 5% 10 200 3% 6 200 1% 2 1,000 5% 50

10. What to Do: Media Multi-touch, multi-media, multi-cycle processes multiply results Attempt Number If No Connection Business Day Dial Number 1 --- 1 1 2 Voicemail #1 1 2 3 Email #1 1 - 4 --- 2 3 5 --- 3 4 6 Voicemail #2 4 5 7 Email #2 4 - 8 --- 6 6 9 --- 7 7 10 Voicemail #3 8 8 11 Email #3 8 - 12 --- 9 9

11. What to Do: Offer Conditions of need Fear of Loss Perceived Risk Opportunity to Improve Ultimate benefits Save Money Save Time Improve Save lives

12. What to Do: Why Your Sales Force Needs Fewer Leads Too many raw, unqualified leads can create a clogged marketing and sales process and an unhealthy funnel More leads don’t equal more success

13. What to Do: Reap the Value of Long-term Leads ROI WITH Best-Practice Handling of Short- and Long-Term Leads Category Quantity Short Term Quantity Long Term Total Names 1,000 Short-term leads 40 Long-term leads 40 % Closed ST leads 20% % Closed LT leads 20% # of deals 8 8 Average deal $250,000 $250,000 Revenue $2,000,000 $2,000,000 Cost of qualification $59,040 $4,920 Gross after marketing expense $1,940,960 $1,995,080 $3,936,040

14. Five Actions to Take Agree on the definition of a lead (“BANT” vs. “AN”…, 10 point system) Agree on MQL to SAL to SQL to Close metrics Give your sales force fewer leads – more highly qualified leads Nurture longer-term leads. The right content to the right person at the right time Use multi-touch, multi-media, multi-cycle processes to multiply results

15. The Truth About Leads Revealing the latest best practices to focus your lead-generation efforts, align your sales and marketing organizations and drive revenues and profits

16. Contact Dan McDade [email_address] 678-533-2722 office @dandade @pointclearpd http://www.linkedin.com/in/danmcdadepointclearllc