Lead Qualification Feed

If the mediocre are always at their best, who are “the mediocre?”

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.

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“The Salesperson Didn’t Do It” is Just a Marketing Excuse

IStock-688200654Everyone (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 The excuse that “the salesperson didn’t do it” is no longer valid.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.

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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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Beyond Alignment: 5 Ways to Integrate Sales and Marketing Teams

LisaCannon_headshot-2014Getting sales and marketing teams into alignment is a hot topic lately, and for good reason. According to a study from the Aberdeen Group, highly aligned marketing and sales organizations achieved an average of 32% year over year revenue growth, while their less-aligned competitors saw a seven percent decrease in revenue. And MarketingProfs has found that organizations with tightly aligned sales and marketing functions enjoyed 36% higher customer retention rates. So if we all agree that alignment is critical, and the data proves that it provides tangible business benefits, why isn’t everyone doing it?

It’s simple. Making fundamental changes to the way we work can be extremely difficult. But maybe the problem isn’t that sales and marketing aren’t aligned. Maybe the problem is that alignment just isn’t enough.

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Create four qualified prospects for each product you have to sell.

IStock_000000692331Small (1)Qualified leads are best. Qualified leads are what every sales rep dreams about. But to find qualified leads in less sophisticated companies you'll have to kiss 8-12 frogs (unqualified prospects). In more experienced companies, with sophisticated qualification techniques, they'll create fewer unqualified inquiries to find a qualified prospect with need, desire to buy,and time frame. Qualified sales leads (whether self-qualified or post-inquiry qualified):

  1. Reduce prospecting time.
  2. Reduce the sales cycle.
  3. Increase revenue as qualified lead count surges.
  4. Increase the percentage of salespeople making quota.
  5. Reduce sales territory turnover (as more people make quota).

To create qualified leads and be a revenue marketer you have to:

  1. Constantly measure how many self-qualified versus unqualified leads you are creating.
  2. Create as many self-qualified leads as possible (get questions answered by the prospects so you know if they are potential buyers and how soon they will buy).
  3. Decide if you can send the self-qualified leads (once they have qualified themselves) to your salespeople directly without first nurturing, etc.
  4. Qualify the unqualified leads via emails, calls, and nurturing prior to sending the qualified leads to sales representatives.
  5. Measure the closed sales that result from the qualified and unqualified leads.
  6. Repeat what works; delete what fails.

Why it Matters:

Qualified leads reduce the cost of sales and increase

revenue while reducing the sales cycle.

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Don’t Be Short-Sighted with your Website Marketing Strategy:The Value of Multiple POAs

Guest Blogger:  Scott Buresh Buresh-high-res

Many website owners now realize that actively steering visitors toward a clear POA (point-of-action) on their site is critical for increasing the website

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REVTalks: The Revenue Marketing Summit: The Journey Begins January 27, 2014

What is REVTalks? Slma-recommended-125x125

The SLMA Management strongly recommends that every CMO should attend this program.  The cost is pocket change, the expected results on attendees is immense.  

Revenue Marketing is the strategy that transforms marketing from a cost center to a revenue center.

 On January 27, 20134, four hundred marketing executives will gather to discuss, listen to and share the innovative, inventive and transformational ideas affecting Revenue Marketing today – all in a Ted Talks style.

Register Now

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Top 3 Ways to Determine if a Database Provider is Legitimate

By Tim Slevin, President & CEO of Healthcare Data Solutions

20818610_500There are a lot of database companies out there, and most of them are legitimate businesses that want to develop lasting customer relationships by providing quality data and service. But a small percentage of these companies are definitely not reputable, and if you’re not careful, you can lose money on a bad deal.

To help you determine if a database provider is legitimate, I’ve compiled a list of the top 3 things that you should do before signing any contracts or paying any money.

  1. Look up their physical address.
    Chances are a company run out of somebody’s garage isn’t going to have good quality data. Make sure the address on Google is an actual business, and not a residential home on Zillow or a fast food restaurant.
  2. Research them on LinkedIn.
    Every reputable, legitimate company these days either has a page of their own on LinkedIn, or at the very least, their employees have profiles there. I would be very leery of a company – database or otherwise – that didn’t appear there at all.
  3. Set the specs for a sample.
    If you ask a data company to give you a sample of their data, you can bet they’re going to give you the most pristine, clean, perfect records they have available. But you can also bet that these records will not be representative of the actual quality of their data as a whole. Give them a set of criteria that allows for companies that you know to come up in their sample. If those companies are not in the sample, or if the data they have on them is outdated, that’s a red flag.

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