Brett A. Schklar CMO – The Market Creation Group Adjunct Professor, University of Denver, Daniels College of Business
Why do it? What makes lead generation programs fail? What does a lead look like? Marketing & Sales Mix How to measure Measurement Example
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A) Sell MORE STUFF to MORE PEOPLE with LESS COSTS B) Make Sales people happy C) ‘Cause it’s the right thing to do
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Sales and Marketing not agreeing on the definition of a qualified lead No defined and agreed upon process for how to follow-up on a lead No metrics on growth of each lead/all leads Bad marketing Bad sales
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Not willing to test new things Not flexible enough to change quickly Not following the Lead process:
› Plan, Launch, Measure, Modify
Bad messaging Not knowing your audience’s pain points Copying something that worked somewhere else
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What are the right industries? What are the titles or consumer groups? What are their buying patterns? Who do they trust? Who do they listen to?
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Anything your sales channel likes, nothing they don’t! Give leads metrics:
› e.g.
0 – contact name 1 – phone conversation or requested information from us 2 – Information received from us and discussed our value proposition 3 – face-to-face meeting set up or demo arranged (phone or in person)
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Marketing: I promise I will only deliver leads that your sales teams want and can use. Sales: I promise I will give fast and appropriate feedback on the leads, as we’re making this good. CFO: I promise to butt out for the first 90 days.
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The SALES & MARKETING BILL OF RIGHTS:
Define precisely what makes a good qualified lead, such as industry, company size, job title, budget, and readiness to purchase. Interview and help train each other's prospective new hires. Share feedback on what clients and prospects think of campaign messaging and product positioning efforts.
› it's often easier for a marketing-titled exec to get honest
feedback from a prospect on product positioning and needs because the prospect doesn't worry it will turn into a sales call.)
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Executive briefings Executive seminars (focused on Compliance/Risk/Employee misuse) Seminars Web forms Inbound (web, phone, email) Industry Trade Events Speaking engagements PR/Press activities Search engine optimization Telemarketing Other:
› › › › › › › ›
Incoming phone calls Channel leads Lead list acquisition Direct mailings Analyst events Product downloads White papers (bitpipe) Newsletters
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Cost per lead vs. cost per qualified lead
› Cost per lead: Much cheaper per lead, but how many are useful? Most list companies and advertisers will try to push you to this metric Why? › Cost per qualified lead: Better metric More expensive per lead Only thing your sales channel really cares about Actionable metrics vs. stats
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Start with Revenue goals Look at your sales process What % moves to the next stage? Reverse engineer the process You’ll be SURPRISED and your previous calculations will be WRONG!
Is everyone on board with this?
› Sales vs. marketing vs. CFO vs. CEO
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Plan
Launch
Modify
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Measure
Telemarketing Telemarketing Telemarketing
And - Telemarketing
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An example of Measuring Results
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What
is the cost per lead? Which leads are moving more rapidly through the sales pipeline? What is sales happiness with leads? (measurable – surveys) What impact does the PR program have on demand generation? Easy graphs / easy to understand Show successes and failures
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