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May 2011

How’s that lead generation working for you?

MP900437208[1] You can’t ask that question without also asking, “How is the Marketing Automation and CRM working for you?”  Both valid questions.  Both entwined with each other.  Both dependent on each other in a performance oriented dance that is more easily measured than most people let on. 

Of course, everyone declares that lead generation can be measured and tracked and refined and repeated, but does it happen in the common everyday B2B company?  It is happening in the largest B2B companies and it may be happening more than some admit, because who wants to admit it openly and let their competitors know that they have figured out the secret sauce for growth? 

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We don't have much time so tell us everything you know about lead management.

We agree that when marketing creates demand (leads) it takes talent and intuition and creativity. Px1401_compnowtelll me everything you know

Sales skills are unarguably learned, but a little natural ability from an out-going personality helps.    Sales lead management however is another topic.  It crosses  many department boundaries (not just sales and marketing).  It is detailed, rule based and leadership driven.  Everyone can do their job to manage the lead and the whole thing can cave-in if the salesperson looks at the name and tosses it in the can and never follows  up because (take your pick):

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Marketing-Lead-Generation-Wizard

This is a new job description which is posted in the Check Lists/Job Description Section of the SLMA Resources area of the web site.  Also  check out the Sales Lead Manager description.

Slma-recommended-187x130 Job Summary

The Marketing-Lead –Generation-Wizard is responsible for creating ample demand for the company so that its sales channel will build its sales pipeline and attain sales forecast. 

Essential Functions

  1. Creates business rules. Follows the written business rules which marketing and the sales channel must pursue to ensure 100% accountability for all lead generating activities. 

 

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You Can’t Sprinkle Sugar on Bull and Call it Candy!

Sometimes it doesn’t make any difference how much sugar you add to something it won’t change the outcome.   Sprinkle a little or a lot of sugar on bull and it won’t change the taste; you can’t make it into candy.   You have to start with meaningful ingredients.  Let’s take sales lead management (yeah, I know it’s a stretch, but read a bit more). DSCN0401

 C-level managers want to spend only enough on marketing to make forecast.  That’s it.  Anything more from their perspective and the money is wasted.   CFOs and CEOs only have a hint of an idea on branding.  To them branding is just another way for marketing to spend money without being held accountable.

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