Notes Version CDW Lead Generation From Sales Adoption To Leadership Reporting

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Notes Version CDW Lead Generation From Sales Adoption To Leadership Reporting

  1. 1. 9/30/2011 CDW Lead Generation From sales adoption to leadership  reporting DMA 2011 October 5, 2011 CDW Lead Generation Speakers Mark Thabit Senior Director, Solutions Marketing CDWRandy IlasVP, Product Development & MarketingHarte‐Hanks Market Intelligence 1
  2. 2. 9/30/2011 Today’s Session Learning ObjectivesHow to:• Gain sales adoption of the lead process• Measure and track lead success (ROI)• Make adjustments to “the best laid  plans” 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 The CDW Story Mark Thabit CDW 2
  3. 3. 9/30/2011 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 CDW Lead Generation  Out with the Old• Gain Sales commitment• Build the infrastructure• Follow the lead 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 3
  4. 4. 9/30/2011 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 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 Ci Pipeline®  Opportunity Profile 4
  5. 5. 9/30/2011 CDW Lead Generation  Reporting• Tracking ROI – Validate the investment• ROI Formula 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 CDW Lead Generation  Lesson Learned Best Practices:  Lock‐step with Sales  Follow the lead  Validate ROI  Pilots with partners 5
  6. 6. 9/30/2011 CDW Lead Generation  Lesson Learned – The Hard WayThings to avoid:• Don’t send all leads to Sales• Don’t underestimate the hand‐off process• Don’t AssumeCDW Lead Generation Our Work is Never Done Lead  Sourcing Lead  Measurement Lead Capture CDW Lead  Process Opportunity  Lead  Management Prioritization Lead  Distribution Mark Thabit Q&A 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 6
  7. 7. 9/30/2011 CDW Lead Generation  Keys to Success• Get sales buy‐in up front• Have a plan for tracking leads in order to  calculate the ROI of your efforts• Select high quality, reputable partners• Start small  7

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