Easy Steps to Convert 2X More Deals with Lead ManagementIncrease Lead Quality, Lead Quantity, and Conversion in 30 days or less.
by Gabriel Buck
Agenda
Introduction
Best Practices
• Increase Lead Quality, Quantity, & Conversion
Customer Success
Resources Review
Focus: Created to solve a very specific problem with how leads are managed from marketing to the field, agents, sales leaders, call centers, and franchisees.
Results: Increased lead quality, increased lead quantity, and lead conversion.
What are the Most Important Objectives for Your Lead Generation Strategy?
Improve the QUALITY of leads generated
Increase the QUANTITY of leads generated
Increase CONVERSION rate of leads generated
Source: Marketing Advocate in partnership with Ascend2
Where is the pain?
Not Enough Quality Leads
“How do we get more good leads?”
Not Enough Transparency
“How are the leads really performing across marketing channels and sales teams?”
There is a big difference between what a CRM system can do and a lead management solution
Poor Alignment with Sales
“What is sales doing to ensure the leads we acquire are maximized, nurtured, followed up with?”
Before we can tackle the solution, we must understand the problem most corporations face, regarding lead generation.
3 Cornerstones to Success
Increase Lead Quantity by Integrating all Marketing Channels
Integrate all marketing channels that drive leads
Increase Lead Quality by Implementing Best Practices
Remove bad leads, identify high quality leads, and move them through a predictable sales process.
Increase Conversion by Implementing Automation
Optimize lead flow by utilizing automated routing of leads for both inbound and outbound sales activity.
1. Increase Lead Quality
AverageExcellent
Poor
Align Sales and Marketing - Checklist
Problem: Poor Alignment
Sales and Marketing should work together and identify all offline and online
lead channels
What Qualifies as a Good Lead? (Interest, Intent, Ready)
Define KPI’s
Establish a CPA (Cost Per Application) or Cost to Convert
Identify Contact Time (How Fast Before a Prospect Moves On)
Identify how many times a lead needs to be contacted for optimal
results
Integrate all Marketing Channels
Live Call Transfers
Offline / Inbound
Online / Outbound
Direct Mail
800 Vanity Number - IVR
CPC, SEO, Email
Websites and Landing Pages
3rd Party Lead Sources
Integration is a necessity to gain transparency
Reporting Transparency
Marketing and Lead Performance
Campaign ROI Google, CPC Quality
Lead Source ROI
Third Party Lead Sources Quality
Lead Penetration Contact Attempts Quality
Call Center Gaps Opportunities Quality
Contact Time How Fast QualityReal-time reports that pinpoint the gaps in performance help marketing leaders pull the levers and improve lead quality.
Reporting Speed
Reporting Performance
Scoreboard Reports 2-3 Seconds
Dashboard 2-3 Seconds
Grid Reports 3-10 Seconds
Cloud hosting with Microsoft Azure, improves reporting performance to allow large data queries. These reports help marketing and sales teams improve with actionable and meaningful data.
2. Increase Lead Quantity
Align Sales and Marketing - Checklist
KPI’s should include salesperson & lead source performance
As we scale, ensure leads are performing by looking at the right reports.
Often leads are neglected when sales teams grow. Scaling efforts must be
aligned with lead quantity and lead ROI.
Can you handle scale? Do we have enough salespeople?
Quantity and Quality are dependent on one another. If you have high lead
quality but not enough leads, or high quantity of leads that are poor in
quality you have the same problem.
Implement Best Practices
Best Practices
Lead Penetration Are we calling leads at the optimal rate?
Sales Gaps Are we staffed in peak times?
Contact Time How fast are we getting to leads?
Lead Returns Are we removing bad leads?
3. Increase Lead Conversion
Quick Stats 30% Reduction in Lead Cost66% Improvement in Sales
Efficiency20% Improvement in Closed Deals200% improvement in Salesperson
Activity3-10 Second Lead Response TimeReal results from customers who
implemented a lead management solution.
Align Sales and Marketing
Be open to changing the process – the old way of doing things isn’t working.
Integrate marketing suites (email, social)
Provide easy-to-use tools (nurture, phones)
Make it fun (gamification, reward)
Salespeople are $ motivated
Salespeople want a simple sales process
Salespeople want a repeatable sales
process
Great Salespeople want more at bats
Changing The Process
We have worked with over 10,000 salespeople and we know they are share common interests. The software they use should be designed to work with their strengths not their weakness.
Implement Sales Best Practices
Stop the PushLeads have an expiration date
Leads are an asset that loses value over
Time
Leads Should be Contacted
Immediately
Pushing leads means giving each lead to a salesperson and hoping they call it more than 2-3 times. We know
this does not work.
Sales Challenge
Salespeople historically do not follow up on the leads they are
provided
80%of salespeople give
upby the second call
attempt
70%of deals close on the
third or fourth call attempt
Implement Sales Best Practices
Start the Pull
Use the 80/20 Rule
Increase Healthy Competition
Reward with Higher Compensation“You don’t have to outrun the bear, you just have to outrun your friends.” — Some Wise Guy
Pull, is a system that allows your best sales performers to have access to more leads. This system is easier to manage, will improve contact rates, sales performance and team moral.
Sales Reporting Transparency
Lead Conversion
Sales Efficiency Dials, Closed, Rate
Most Inbound and Outbound Calls
Some are better at outbound vs. inbound
Most Conversions By Source – This matters
Activity What are they spending time on? Nurture
Nurture Conversion Automated email stats
Pull, needs reports that are front and center so that salespeople see their results in real-time. This type of reporting reinforces the behavior you want to improve.
Customer Success
An increase in total sales applications
by 20%A decrease in cost per
leadby 30%
An increase in sales person
efficiency by 66%
Doubled sales head count in less than
60 day’sImproved sales
results by double digits
Resources and Next Steps
Case Study:
Case Study:
Visit: www.clickpointsoftware.com
Email: [email protected]
Call Us: 602-422-9889