Starting at 9 am our broadcast day includes Kevin Mulrane on INSIDE Inside Sales with Darryl Praill. Next Pat Morrissey and Sunny Bliss talk about why so many customer experiences suck. Mark Godley's guest on Data Dump, Rob Kornblum explains why good employees are what create tech culture. Paul Petersen welcomes Amy Guarino to expand on the topic of explainable AI. That takes us to 11:30 Pac with Matt Heinz and Anthony Iarrino - Outbound Lives: Take Control of your Pipeline and Beat Your Competitors to Market. Cyndi Greenglass talks with Johannes Waldstein on the topic of Moneyball for Brands Meet eSports – You Have Met Your Match. 12:30 has Jim on with Jim Ninivaggi, Brainshark Is There an ROI for Sale Enablement? Susan Finch welcomes back Amy Franko at 1pm to talk about the How and Why, or should it be Why then How?
The majority of companies produce 20%-25% more total inquiries and leads a month than company executives realize, but these leads are not counted, distributed or measured. They are ghost leads. This occurs more frequently in smaller to mid-sized companies, but even enterprise companies are not immune.
Start the year with a below-forecast first sales month and the pressure is dramatically increased for the quarter. If sales fail in the second month, achieving the Q1 forecast just got darn-near impossible.
Why it Matters
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 The excuse that “the salesperson didn’t do it” is no longer valid.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.
Those with a $ dollar sign lead to immediate increases in sales.
Sales Lead Manager Job Description: The 2nd Most Important Job In Marketing after Marketing Operations
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.
The Sales Lead Manager is responsible for managing the incoming demand and reporting on the ROI for all lead generation programs.
Getting 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.
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):
- Reduce prospecting time.
- Reduce the sales cycle.
- Increase revenue as qualified lead count surges.
- Increase the percentage of salespeople making quota.
- Reduce sales territory turnover (as more people make quota).
To create qualified leads and be a revenue marketer you have to:
- Constantly measure how many self-qualified versus unqualified leads you are creating.
- 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).
- Decide if you can send the self-qualified leads (once they have qualified themselves) to your salespeople directly without first nurturing, etc.
- Qualify the unqualified leads via emails, calls, and nurturing prior to sending the qualified leads to sales representatives.
- Measure the closed sales that result from the qualified and unqualified leads.
- Repeat what works; delete what fails.
Why it Matters:
Qualified leads reduce the cost of sales and increase
revenue while reducing the sales cycle.