Lead Management Feed

The incomplete marketing manager: A Story

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.

IStock_000013837268Small FaceElvira* 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?” 

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And People in Hell also want Ice Water: A Cowboy Sales Manager Whines about Salespeople

Some say it is the best story I have told. I told it to Dan McDade's readers on Viewpoint,  The Truth About Lead Generation.   


IStock_000008703366SmallHe stands 6’5” in custom-made cowboy boots and wears a wide-brimmed cowboy hat that cost as much as the boots. Likeable and direct, he pointed a lot and pointing makes me uncomfortable. Jabbing the air seemed like jabbing me in the chest, and as my mother would say, that’s impolite. But I know he is just western, real western, and he didn’t mean anything personal.

It was in answer to my questions about lead follow-up by salespeople that he grumbled, “And people in hell also want ice water.“

“If they just do their damn job and stop whining we’d all be better off,” he said with an interesting whine in his voice. He was frustrated; angry that the marketing spend wasn’t showing the ROI expected, and he blamed salespeople.

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Should leads be reassigned if a rep fails on follow-up? Listen While You Work!

In this interview with Jerry Troke, CEO of Marketnet, host Susan Finch and Jerry Troke tackle the issue of simply reassigning sales leads to someone that cares instead of pursuing the impossible dream.

 

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. 

Why it Matters: 

"Management demands, threatens, screams and begs salespeople to do their jobs and follow-up expensive sales leads given to them, and failure is management's reward 75-90% of the time." 

Sales Lead Management Association

About Jerry Troke

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How to Implement Sales Lead Automation & Double Sales in 30 Days by Gabe Buck. Listen While You Work!

This is a fascinating interview with Gabe Buck, CEO of Clickpoint.   Gabe makes some very bold statements about how to:

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Is your marketing plan based on a sales lead forecast?

IStock_000075370299_Large (3)Starting January 1, if you have a calendar business year, you should have a new marketing plan with SWOT, Goals, Objectives, Strategies, and Tactics. The plan must be based on a sales forecast by product. It should state how many inquiries by product will be essential to make forecast and the sales quotas.

Each tactic should clearly state how many raw inquiries and qualified leads you will create to make forecast (if the tactic is lead gen based).

Budgets should reflect two approaches:

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10 Reasons to Prioritize ELEVATE - 30 Speakers

Slma-recommended-187
The SLMA endorses the Elevate Event Sales Kickoff Event.  The speakers are tremendous and we are looking forward to the program.  Velocify did not pay for this endorsement.

Elevate

By Nick Hedges

If you are a sales professional or work with sales in any capacity, ELEVATE is an event not to miss. This free virtual sales kickoff sponsored by Velocify and the American Association of Inside Sales Professionals (AA-ISP), will help you and your team perform at their highest level in the coming year with access to more than 30 of the greatest minds in sales.

Still not convinced? Here are 10 reasons to attend ELEVATE:

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The 7 Most Important Words that a CEO Can Say!

The seven most important words that a CEO can say is, "Follow-up 100% on all sales leads!"

Some of the highlights included:

Sales, the prospecting is fundamentally a marketing activity, right. If you have your salespeople out marketing, they're trying to create interest in the product.

That's a marketing – you're only doing that because – hopefully you're only doing that because you're not getting a substantial enough flow of leads into the – good quality leads into the company. So you're doing it by necessity.

They've gotta follow up leads, they've gotta make quota and they've gotta fill out their expense reports. And only two of those are really mandatory. The third one – the first one, if you have 100 percent follow up of the sales leads you'll be doing three to four times better than your competitors. Who's going to win?

...They were not following up their sales leads. The CEO thought his problem was he wasn't generating enough leads. And the fact of it is he was. The ones he was generating just weren't being followed up.So I said, "Here, I can change that for you in five minutes." And so what I said is, "You know, here's our process. Here are the leads

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A Story: How a Marketing Manager Learned to Build a Demand Creation Plan Based on Sales Quotas

IStock_000018180137Small“How do you know,” I asked the marketing manager, “how much money to spend on marketing, and how many inquiries and leads to produce?”

“I do what we generally did last year, and create as much demand as I can,”   was her reply.

“We have a marketing plan,” she continued with some obvious pride. “And we list what we have to do for the year and stick with it.”

“When do you consult with the sales manager about quotas?” I asked.

“We don’t really…well kind of, because we know the forecast he has to hit,” she said with some doubt in her voice.  “Why do you ask?”

“The issue is if you know the sales forecast for the whole year, you also have access to quarterly and monthly forecasts, as well as the salespeople’s individual forecasts.  Armed with this information, you’ll know how many inquiries and leads you have to create per salesperson based on the average closing rate per product.”

“Umm, so what you’re implying is that I should create the number of inquiries each rep will need to make quota based on their closing ratio?”

Why its important?

“Umm, so what you’re implying is that I should create the number of inquiries each rep will need to make quota based on their closing ratio?”

Sales Lead Management Association

 

“Yes, but you needn’t go all the way to the rep level on their closing ratio,” I said.  “You can take the average closing rate of the

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