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D.Lewis - Managing Sales is Always Linked to Managing Leads

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.”

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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.

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Sales Lead Manager Job Description: The 2nd Most Important Job In Marketing after Marketing Operations

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Updated on Feb 7, 2017

SLMA suggests you use this as a basis for the job description of one of the most important jobs in the marketing department. 

Job Summary

The Sales Lead Manager is responsible for managing the incoming demand and reporting on the ROI for all lead generation programs.

Essential Functions

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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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Major shift if the Healthcare industry changed "patients" to "clients."


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Recently I ordered my prescription through the Kaiser website. Usually I call it in. After securely logging in with more information than you can imagine to get a refill, I was asked for a credit card. I know roughly what this Rx costs, so I did it. BUT what was glaring at me was the fact that there was no total of what this PRODUCT would cost before I purchased from this RETAILER.  They know my plan since I logged in with my ID, location, etc. They should know the DISCOUNT PRICING structure I'm in and be able to give me a cost for this product. This is ECOMMERCE folks. Time to change some thinking.

Why it's important:

Our mindset as the CUSTOMER/CLIENT and SERVICE PROVIDER/RETAILER is key to how we perceive the other. We need our customers, they don't need us. Act like you want to EARN their loyalty.

In Healthcare, the word patient is tossed around hoping for the positive effect that Disneyland has referring to GUESTS and CAST MEMBERS (staff). They know their roles. In healthcare, the word PATIENT is used in a nearly condescending way throughout all documentation. The trained medical professionals (which we see for very little time) are the Doctors or Health Service Provider. It's almost as if we are lucky they take care of us. Ninety percent of the time, we are dealing with customer reps, pharmacy assistants, receptionists. They are all in the business to make SALES through SERVICES and PRODUCTS for the company by not ticking off their CLIENTS.

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Make sure you and your clients speak the same language.

We may laugh at stories like this one posted on Clients from Hell, but ultimately, we are the ones they should laugh at if this is what the client actually believes. We have not done our jobs communicating clearly.

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 If we don't educate our clients with the terminology we use while working on their projects, or learn to reword it in terms they are familiar with, we have no one to blame but ourselves when there is this hurricane of a degree of a misunderstanding. AND, on the other hand, if you are the client and something doesn't make sense, someone is geekspeaking at you, hailing acronyms on you that you're unsure of their meaning - ASK! We think you know some of this stuff, or assume you do because you smile and nod your head as if you understand,  or don't ask any questions.

I've been on both sides of this scenario. 

Leadership-class

When I was in Jr. High ('78-'80), I was always a student council member, or a representative for

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Named Account Marketing: New Tools and Techniques to Reach a Limited Universe

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Some B2B marketers know exactly what accounts are in their target market.  What a luxury!  These marketers can eliminate the old “spray and pray,” and focus all their attention and investment in a finite universe of prospects and current customers.  It’s almost like mass customized selling, with maximum coverage and minimal waste.  Best of all, a number of new tools and tactics are now available to do the marketing job efficiently. 

I’ve been involved a few situations like this recently.  At DMA14 in San Diego, I heard a fascinating talk by Mark Rentschler, marketing director at Makino, a large manufacturer of machine tools.  They have spent a few years building a database of the 6,000 accounts they already do business with in North America, plus another 6,000 prospective accounts.  Makino’s approach?  “Laser focus,” says Rentschler.  “These are the accounts we pay attention to.”

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What good is helpful information if you keep it locked up?

9694511_sHow many of you are over the fact that when you click on a helpful or interesting headline the first thing you need to do is fill out a form to view it? This is typical on Twitter and LinkedIn.  Time to practice combatting what we rant about regularly.  The SLMA.com website has had a wonderful library of articles for members to read. They were required to login and then they had access.

This doesn't help everyone who just doesn't feel like remembering one more password. Our article authors take a lot of time to write these articles. We want to share their information with everyone - member or non-member. So we have gone through and made EVERY article on SLMA.com public.

Members wll be required to login in order to nominate and vote for the 50 Most Influential in Sales Lead Management each year. Members will be required to login to nominate for the 20 Women to Watch in Sales Lead Management, as well. We may have one or two items like that requiring login, but information, articles and whitepapers are available to all as of this week!

Visit: http://salesleadmgmtassn.com/b2b-articles.htm to see what we mean! Oh, and don't miss the more recently added b2c page: http://salesleadmgmtassn.com/b2c-articles.htm.

There is a wealth of information sorted by topic. If you haven't logged in lately, or just never bothered, this is a great time to read some of our articles, including these topics:

 Please select a topic below to preview titles
Alignment: Sales & Marketing Branding & Personal Image Business Intelligence
Case Studies Check Lists &
Job Descriptions
Common Mistakes
CRM E-Books E-Marketing
Fulfillment/Fulfillment Operations Lead Generation Lead Management
Lead Nurturing Lead Qualification Lead Scoring
Leadership & Motivational Research ROI Reporting
Sales 2.0/Marketing Automation Sales Channel Lead Management Sales Management
SEO Social Media/Networking Telemarketing/Telesales
Trade Show Lead Acquisition & Management Video: Lead Generation and Lead Management White Papers
By: +Susan Finch

Why Sales Loves Lead Nurturing

By Lisa Cramer, President, LeadLife Solutions

Why Sales Loves Lead NurturingI speak at a number of events, on webinars and in one on one discussions with prospects. One of the latest events I spoke at was uncharacteristically full of sales execs versus marketing executives.  We mostly speak to rooms full of marketers anxious to learn about marketing automation and how to apply it to their businesses.  However, in more and more events we see sales and marketing executives working on the lead management process together. So after surveying the room, I anticipated a lackluster response to my topic about lead nurturing and its effect on revenue. I was dead wrong.

The audience couldn’t have been more interactive, copiously taking notes and making sure they understood exactly what I was saying. Essentially this focus seemed to be about these sales executives starting to understand why the dynamic in their world of selling has changed.  They all were struggling with it but having a difficult time understanding what was happening. The reality is the buyer has the leverage, and as a matter of fact, doesn’t even have a conversation with the vendor/supplier until they’ve proceeded through 60% of their buying process (Corporate Executive Board).  To a lot of these sales guys that was shocking, staggering and scary. So the question in the room then became what can sales do to get in front of people?

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Proud of my daughter's success in her current career.

As parents we watch our children grow, go to college, start careers. They start learning from us and our examples. They learn from their peers, professors, internships. Sometimes they don't realize what has soaked in from our teachings and examples.

Sales Management:

She only has a seaonal business. Each year she adds another 25% to her customer base. She reconnects with her clients and shows them new product, talks about any pricing changes, profitability and the company's mission. She's passionate and truly listens to her customers. They feel valued and are loyal to her efforts.

Qualified Leads:

As most are from her local farm, or referrals, 90% of her leads are qualified. There are unforeseen wrenches that she can't always combat, but she shakes them off and makes room for the next sale.

Lead Nurturing:

She follows up with last year's customers, asking them if they have an referrals for her in the area, then following up immediately mentioning the original customer as the one who sent her to them.

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