Lead generation

Marketing & Sales Roundtable

Lead Generation: Feeding the Sales Funnel

September 2003

2©2003 Rosemary Remacle

Agenda

• Lead generation and the marketing/sales process• Lead generation and the sales funnel• Lead generation and stages of company development• Feeding the Sales Funnel: lead generation programs• Lead generation program design variables• Lead generation program management• Some tips


Lead Generation and Marketing/Sales Process

Strategy Plan: Market

Leadership

Customer Segment

Value Proposition

Force Field, Market

Momentum Creation

Segment Focused

Lead Generation & Qualification

- referrals - programs

Managed Sales

Process/Sales

Funnel

CustomerAcquisition

SalesMarketing/SalesMarketing

Marketing

MarketingPrograms(PR, website, Speaker Program, White Papers etc.)Market leverage model

Service &Support

Service/SupportOrganization

PROSPECTS/LEADS – BY SEGMENT

LEAD QUALIFICATION

CONSULTATION

PROPOSAL

CLOSE

JUSTIFICATION


Lead Generation and the Sales Funnel

Segment-Focused Lead Generation

Programs

PROSPECT GENERATION – BY SEGMENT

LEAD QUALIFICATION

CONSULTATION

PRESENTATION(S)

JUSTIFICATION

PROPOSAL

CLOSE

• Marketing, Sales• Business Development• Marketing• Sales• Channel Partners

• Sales + Technical

• Sales + Technical

• Sales + Finance + Operations

• Sales + Finance

• Sales (+ Corporate Executives)


Lead Generation by Stages of Company Development

ProductDevelopment Beta

Launch, Market

Development

Acquire Beta customers

• Referrals (Personal networks)• Informal/ad hoc programs

(Participation in visionary/early adopter events etc.)

• Marketing• Sales (‘Elephant Hunters’)

Identify Potential Lead Sources in available customer segments

• Referrals (Extended personal networks)

• Partners/Customers• Formal programs

• Marketing• Sales (Telesales,‘Elephant

Hunters’)

Feed the Funnel: Develop market entry segment momentum and revenue flow

• Referral (Extended personal networks)

• Partners/Customers• Formal programs

• Marketing• Sales (Telesales,‘Elephant

Hunters’, Channel Partners)

Phase

Lead Generation Goal

Sources of Leads

Participants


Feeding the Funnel: Lead Generation Programs

• Search engine placements • Website visits/Promotions• Trade shows• Seminars/Webinars• PR/Speaker programs• Direct marketing – snail- and e-mail, telemarketing• Partner co-marketing• Ads – press and electronic• Etc.


StrategyStrategy PlanPlan DeployDeploy AnalyzeAnalyze RefineRefineStrategyStrategy

Lead Generation Program OverviewActivities• Research• Strategy• Goals & metrics• Key messages• Prospect database

• Program definition• Incentives• Lists

• Configure platform(?)• Creative development• Inventory & logistics

management

• Data collection• Response rate• Leads generated• etc.

• Strategy against outcome• Required course corrections

identification

Responsibilities• Marketing• Marketing service providers• Sales

• Marketing• Marketing service providers• IT service provider• Fulfillment house• Sales

• Marketing• Marketing service providers• IT service provider• Fulfillment house• Sales

• Marketing• Marketing

service providers• IT service provider• Fulfillment house• Sales

• In-house marketing• Marketing service providers• Sales


Lead Generation Program Design Variables

• Product• Company stage/Segmentation roadmap maturity• Industry/Customer segments• Category maturity• Resources/Budgets• Etc.


Lead Generation Program Management

‘Call center’

Program Potential Customer Responses Sales Channel Metrics

ProgramHomepage,Website Telesales

Direct Sales

Partners

Lead Qualification

• Search engine

placements• Website

visits/promotions• Trade shows• Seminars/Webinars• PR/Speaker

programs• Direct marketing• Partner co-

marketing• Ads

Prioritizationand Routing

• Closed sales per channel

• Closed sales per lead

• Cost per qualified lead

• Customer lifetime value

Absolute Requirement: Contact DB SFA CRM


Some Tips

• Start with segmentation or it’s usually a wasted exercise

• Bring sales management into the process at the beginning

• Program goals, metrics, follow-up are necessary ingredients

• Start a contact DB as soon as the potential customer list exceeds “one”

• Pain points: ensuring ’closed loop’ of complex process• List acquisition• Complex process management • Clear roles and responsibilities


Summary

“It’s hard to fill the funnel if it’s not under the faucet”

B. Roberson, “What Really Works”


Presenters

• Liz Arrington,ConsultantMarket [email protected]

• Patty Burke, ConsultantMarket [email protected]

• Rosemary Remacle, ConsultantMarket [email protected]

mailto:[email protected]

