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Marketing is responsible for ensuring that the sales
organization and channel have the tools required to
meet their revenue objectives. This includes generating
the appropriate number of qualified leads, at the
appropriate time intervals.
Problem
There are several common problems with the way many
organizations approach lead generation, which cause
inefficiencies, wasted money and can severely impact
the company's ability to achieve its revenue objectives:
1) Organizations rarely determine what an appropriate
lead pipeline is to meet their current and future
revenue objectives. 2) Many don't define what they
consider a truly qualified lead. 3) Many don't define
success measurements for a campaign. 4) Many marketers
fail to get agreement from the sales team about the
definition of a qualified lead or the process for
lead follow up. 5) Marketing organizations rarely
implement a closed-loop tracking system to track and
report results, and easily allow for campaign or process
refinement.
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Solution
Karen works with organizations to identify their short and
long-term revenue objectives and understand the product
mix objectives, prices and sales cycles. This helps develop
lead flow targets for the organization. She works with the
team to define what a qualified lead is, and which campaigns
will likely bring in the highest quantity of qualified leads
for their value. Before campaign initiation, she helps put
in place a lead qualification engine, defines success measurements
and a lead follow-up process, and gets agreement and support
from all those involved. Lastly, she helps implement a system
to manage the follow-up process, and track and report results.
Karen maintains a relationship with an established firm
that can do much of this implementation very quickly, including
building a telesales organization when that is appropriate.
Results & Benefits
This disciplined approach results in a clearly documented
lead generation plan that identifies revenue objectives
and maps campaigns to the objectives in order to generate
the right amount of truly qualified leads at the right times.
This makes it possible to adjust and refine programs rapidly
because campaigns and follow-up results are available through
ongoing reporting. This collaborative process also helps
facilitate a solid relationship between the marketing and
sales organizations.
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