The document outlines the process of opportunity and lead management in marketing, highlighting various types of campaigns such as web, social media, and trade shows. It emphasizes the importance of qualified opportunities that meet specific criteria, including defined budget and identified sponsors, and outlines steps through the sales process. Additionally, it details the need for analysis and metrics, including campaign ROI and sales stages.

1. Opportunity Management
Lead Management
Marketing
Types of Campaigns
•
Web
•
Social Media
•
Advertising
•
Trade Shows
•
Trials / Limited Use
•
Analysts
Marketing
Campaigns
Qualified Opportunity
•
Has Problem we Solve
•
Has seen product / service
•
Defined budget
•
Sponsor Identified
•
POC / Next Steps
1
Business
Development
Needs
Analysis
Industry
Marketing
yes
SFDC
2
3
4
Next
Step?
8
6
Sales
9
Needs
Analysis
Qualification
Call / Preso
no
5
yes
Sales Process
Win
Customer
Support &
Advisory
no
7
Types of Campaigns
•
Partners
•
Channels
•
Target Account
Reports &
Dashboards
Lead
Source
Campaign ROI
Needs Analysis
•
Problem We Solve
•
Opportunity Size
•
Timeframe
•
Budget
•
Decision Maker
Lead / Call
Call / Opp
Sales Stages
•
Needs Analysis•
•
Requirements •
Gathering
•
•
POC
Demo / POC
CRM Reports
•
Report on Create Date
•
Marketing Source Report
Proposal
Negotiating
Win!
Opportunity
Pipeline
Qualified /
POC
POC /
Close
ASP
@thescottking – scott@thescottking.com