The document discusses the complexities of lead generation and the differing definitions of sales leads between sales and marketing teams. It emphasizes the importance of understanding the sales pipeline, the characteristics of ideal customer profiles, and the lead nurturing process to convert prospects into customers. Additionally, it highlights the need for collaboration between sales and marketing to effectively manage leads and increase revenue.

1. Lead Definition:
Knowing your perfect customer profile

2. Are you managing an inside
sales team? Are they failing to
jump on the phone and make
the calls? If yes, what does the
phone mean to them?
“Houston, we have a lead generation problem”
It’s widely known that lead generation is at the forefront of problems facing
businesses…in fact, it’s so problematic, that there isn’t even an unanimous
agreement as to what it actually is
(we talk more about this here)

3. Are you managing anSales leads: sales vs marketing
And while we’re on the topic of complex definitions…
One of the biggest areas of conflict between sales and marketing can be the very
definition of what counts as a sales lead and what doesn't. This is pretty troublesome,
considering that sales and marketing should really be on the same page when it
comes to qualifying and scoring leads.

4. Are you managing anWhat does a perfect sales lead look like?
The marketing manager of a US technology company I visited recently, told me that
his ‘perfect’ sales lead was one where the decision maker is known, and they’re ready
to buy.
I think we’d all consider that to be a perfect lead! Sadly, it’s not realistic. To find the
decision maker and know whether or not it’s the right time for them to buy, will
depend on the handy detective work of your sales team.
*img src: freepik.com

5. Are you managing anLeads, and prospects, and customers…oh my!
To understand more about leads, we need to take a look at the
sales pipeline

6. Are you managing an1. Definition of a sales pipeline
A sales pipeline is a list of leads converted into prospects, of which a
percentage will become your customers. But before you can manage your
pipeline, you need to fill it will sales leads…this is where the fun starts!

7. Are you managing an2. Definition of a sales lead
Marketers often define a sales lead as the moment a consumer/business expresses an
interest or enquires about your products or services. But this is only a subset of your
available market.
In B2B, only a small percentage of customers will contact a company if they have a
problem to fix. That’s why most salespeople define a sales lead as anyone who fits the
customer profile of the company.

8. Are you managing an2. Definition of a sales lead
Despite what you might think, a lot of your potential customers might not even know
your company exists…sorry.

9. Are you managing an2. Definition of a sales lead
Companies are now advised to focus more of their efforts on SEO and inbound
marketing, and some believe that cold calling is a thing of the past. But it’s important
to focus efforts on both inbound and outbound sales if you wish to increase your
revenue and market share. And to do this, the first step towards success is to define
the perfect customer profile.

10. Are you managing an3. Definition of a perfect customer profile
Usually, the ‘perfect customer’ will possess a number of characteristics or attributes
that will encourage them to buy your product or service. Here are two examples:
Key attributes for the perfect B2C profile
Age Gender
Education Occupation
Income band Location
Marital status Family size
Interests Other

11. Are you managing an3. Definition of a perfect customer profile
Key attributes for the perfect B2B profile
Business size Decision maker titles
Location Technology
Type of business Annual revenue
Years in business Number of employees

12. Are you managing an4. Definition of a qualified sales lead
A qualified sales lead is one that has been validated and checked manually within your
organisation (or by a third party) as meeting the minimum criteria for a customer
profile.
This task is usually carried
out by the marketing team.

13. Are you managing an4. Definition of a qualified sales lead (ctd.)
Another ‘perfect wish’ is contact information. Salespeople ultimately want to have the
contact information of the decision maker, but in reality this is not always possible. But
sources like LinkedIn and even the company reception can sometimes help to uncover this
elusive information.
Don’t ignore sales leads because they aren’t bursting with contact information, otherwise
you run the risk of revenue opportunity being left on the floor.

14. Are you managing an5. Definition of a prospect
A prospect is a person or organisation that has expressed an interest in your product
or service. This is not to be confused with a sales lead. A prospect is different; they
have already approached your organisation, e.g. via inbound traffic, phone call,
business card at an event, etc. However, the prospect still needs to be qualified.
Although they may be a key influencer, they might not be the decision maker.
Hey, I gotta
tell you about
this awesome
company!

15. Are you managing an6. Definition of lead nurturing
Lead nurturing is the process of developing relationships with buyers at every stage of
the sales funnel, and through every step of the buyer's journey. Here, the focus is on
marketing and communication efforts to activate the buyer’s interests in the product
or service. As they are moved through each stage of the pipeline, the ultimate goal is
that they become a customer.

16. Are you managing an7. Definition of a customer
I think this is something we can most certainly agree on! A customer is a person or
business who has purchased your product or service. And so the whole area of
retention begins 

17. Thanks for reading!
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