Rod Sloane presented on improving lead generation strategies. He discussed defining qualified leads, improving sales and marketing alignment, understanding the customer buying cycle, and developing a universal lead definition and sales lead institute program. The key messages were on analyzing current lead generation effectiveness, documenting customer journeys, setting sales and marketing responsibilities, and creating an action plan to improve pipeline generation through better lead management and alignment between teams.

2. Welcome to The
Truth about Your
Lead Generation
Rod Sloane
O2 TCR
#TTAYLG
June 19th 2012

3. About Rod
• Worked for IBM, CA, BAT, BT & BCPD
• Roles Sales, Marketing, Business Development
• Author 2 books, Sales and Marketing Alignment
Podcast
• Married, live in Ealing, play tennis and support
Blackpool FC
• Core Process "Showing Up"

5. Your Turn
• Name
• Job Title
• Company
• Responsibilities

6. What is Lead Generation?
"Lead generation is a marketing term used to
describe the generation of consumer interest or
inquiry into products or services of a business.
Businesses strive to generate 'quality' leads.
Quality is usually determined by the propensity
of the inquirer to take the next action towards a
purchase."

7. The Quiz!!The
Quiz!!

8. How do Sales People define a Qualified
Lead?
1. Buyer in target market willing to meet
53
2. Budget, Authority, Need & Timeframe
%
3. Authority, Need backed by trigger event 6
%
4. Contract and pen in hand, press hard
ha ses
r P urc
ajo
of M OT f y ear
7 3% N rt o rt
sta
at
ted Gen R epo
bu dge nd
De ma

13. Your new responsibility,
should you choose to
accept it is...
"To meet the short and
long term revenue
targets of your company
within the context of the
corporate strategy.”

14. About today
• Not tactical i.e. NOT 121 Lead Generation
Ideas
• Strategic
• What is your current Lead Gen doing for you?
• What's it costing you?
• How you can fix it.

15. Why spend time
talking about Lead
Generation?

16. CEO Speak on Lead Generation
"We need more better clients!"
"We need to lear n to ear n new
business better than we do today!"
What would your CEO say?
"We need to...."

17. According to the SLMA....
In the average company, what
percentage of marketing generated
raw leads ever make it to a closed
won deal? f
es t o
in b
3% 1 5% lass
c

18. Statistics for Qualified
Leads
10% will close within first three months
Another 16% will close within six months
Another 19% will close within one year
45% of all Qualified Leads buy within a year
How ef fective is your company at staying on
top of qualified leads?

22. The big question for
Marketing is....

23. What's the one thing
that Marketing can do
better than Sales?

24. Marketing
Sales

25. Sales
Marketing
Ignore
Sucks
Leads

27. Whatever you do don't
give unfiltered,
unqualified raw leads
to your Sales Team

28. Please discuss in pairs, at
a strategic level
• What Sales wants from Marketing
• What Marketing wants from Sales
• What the business wants from both of them

29. What Percentage of your
Closed Deals Star ted off
in Marketing?

30. What is the top challenge facing
your marketing strategy?

34. Your Sales Cycle
• Do you understand it?
• Can you explain it?
• Is it still relevant?
• Does it matter?

35. Your Client's Buying Cycle
• Do you understand it?
• Can you explain it?
• What % of your competition can?
• Is it documented? Is it unique?

37. You need to become a
student then an expert
about your clients and
their challenges.

38. Buying is changing,
as a result so are
Marketing and
Sales.

39. "It's not about blame, we
are all Accountable!"

43. "Be an intelligent team,
learn when to do take the
appropriate action at the
appropriate time."

44. Average growth in Annual Company
Revenue
Top 20% had 31.6% average growth
Middle 50% had an 18.2% average growth
Bottom 30% a 6.7% average decrease

45. What do the top 20% do that's
different?
Sales and Marketing 1.9 meetings per
week, 69% more than other firms
Relationship between Sales and Marketing
is strong by 79% average is 61%

46. Percentage of the Sales
Forecasted
Pipeline Generated by Marketing
Top 20% had 40%
Middle 50% was 22%
Bottom 30% was 13%

47. Who is responsible for
what...
hold Marketing responsible for
quality and value of leads...
hold Sales responsible for quality
feedback and results

49. What your company
needs to do. Focus on
1. Clients
2. Revenue
3. Culture
4. Language
5. People

50. An Action Plan
Plan
Customer Survey
Lead Definition Workshop
Build Customer Buying Cycle
Regular Sales and Marketing Alignment
meetings based on the Plan, CRM & clients

51. Required Actions - Level
1
Establish a formal planning process between
Sales and Marketing (Lead Definition, Scoring
and Go-to-market messaging)
Define roles and responsibility for Lead
Management Activity
Plan to adopt marketing technology

52. Required Actions - Level
2
Identify an individual or group responsible
for improving marketing performance
-- a marketing operations position
Marketing should involve sales in obtaining
"voice of the customer" input
Share results with key stakeholders
and decision makers

53. Required Actions - Level
3
Accelerate adoption of lead management &
MA
Invest in campaign management capabilities
- CBA for individual marketing campaigns
Sales better understands the goals and action
of marketing to better understand the buyers
per-sales journey

54. Universal Lead
Definition Workshop
1. Refine ULD as sales ready
2. Qualify leads based as ULD
3. Nuture early stage leads until sales ready
4. Define handoff process
5. Work on closing the loop

55. What I can work with
you on
Universal Lead Definition Workshop
Buying Cycle Workshop
Sales & Marketing Alignment Plan

56. The Sales Lead Institute
Starting Autumn 2012
6 month programme for you to decide which
of the latest SalesLead strategies you need
to adopt in your business
Small non competitive groups

58. Thank You for
Listening
Please complete and return the
feedback form
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