At the end of another blog entry (one of the best read) titled “All know the way; few actually walk it. ~Bodhidharma,” I quoted Giraudoux’s famous saying, “Only the mediocre are always at their best.”
As typically happens when we read something like this, we assume “the mediocre” is always someone else. It’s certainly not us.
Everyone (usually marketers) complains about the failure of salespeople to follow-up leads, but marketers are just as much to blame. The excuse that “the salesperson didn’t do it” is no longer valid. A research report from Velocify proves it.[i]
Of course, this was a valid excuse prior to marketing automation’s debut, but since then, the hemming and hawing by marketers that ‘prospect follow-up is a salesperson’s job and not our job,’ is belatedly being debunked.
You say, “Is he nuts? Of course I know how to harvest, that is what marketing does.”
Maybe I should ask, how is CRM and Marketing Automation processes working for you after the harvest? Both are 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.
Harvesting and processing leads? Without the two working together, your company has squat. I know that is blunt, but if you accomplish the harvest bit, using the CRM system correctly and the marketing automation system efficiently is a very fair question.
“Statistics show that a large portion of leads fall by the wayside because of inadequate lead management systems, poor organizational skills, and varied levels of diligence among salespeople.”
e-Book Title: Mastering the Lead Management Process for Inside Sales
Published by/Authors: VanillaSoft
Why its Important
"Managing leads appears to be solved until it isn't; the result is forecasts flop, sales lag, and sales managers fail. It can be prevented.”
It has been proven time and again that you can't manage sales if you can't manage sales leads and yet marketers fail at this time and again. They buy software and assume it is solved. They train salespeople and assume it is solved. It appears to be solved until it isn't; forecast flop, sales lag and sales managers fail. It can be prevented.
While you work
Why it’s Important:
”This Velocify research report is the most credible and significant study on what to do about sales lead response failures that I have read. Companies that precisely following this roadmap “without deviation” will significantly increase revenue and achieve their forecast, while simultaneously increasing their marketing ROI. This study points up the value of a sales lead management process.”
How research truths will set you free:
Sales lead follow-up by direct or indirect representatives continues to be the most aggravating, difficult, madding, and frustrating issue confronting sales and marketing management.
Those with a $ dollar sign lead to immediate increases in sales.
She said, with a somewhat quizzical look on her face, “What do you mean lead management? We have a CRM system; what else do I need?” This conversation was six months ago.
Elvira* is a marketing manager for a software firm. She’s been on the job for many years, has a staff, and is known for both her technical understanding of the company’s products and her writing skills. To her credit, she embraced the internet early and often. Social media in all aspects is another of her strengths, and she wields it aggressively in all outlets possible.
She uses HubSpot, but suspects that it’s not entirely the marketing automation system she needs, but “it’s getting there.” She has SEO’d her website, but suspects that the agency she uses is weak on this work aspect.
Her approach to lead generation has been moderate with trade shows, forms on the website, some webinars and pay-per-click. She left the choice and management of the CRM system up to a parade of sales managers, who unfortunately have come and gone to such a degree that she no longer names them…they are numbers. When I asked about the CRM system, she said that each new sales manager had his or her own favorite, and the cost and disruption of changing was something that had reluctantly been accepted.
"She said, with a somewhat quizzical look on her face, “What do you mean lead management? We have a CRM system; what else do I need?”