Pssst… Do you know The Truth About Leads?

November 16, 2011

Agenda

The Problem The Cause The Cost What to Do Actions to Take The Truth About Leads

The Problem

Average Results MQL = 4.4% of inquiries/

targeted suspects SAL = 66.6% of MQL SQL = 48.8% of SAL Close = 20.3% of SQL

MQL = Marketing Qualified LeadSAL = Sales Accepted LeadSQL = Sales Qualified Lead

The Cause

Reasons Why Marketing and Sales are Not Aligned Lack of standard lead definitions Failure by marketing and sales to accept accountability Focus on quantity instead of quality Lack of technology integration Failure to measure what matters Failure to pass leads back and forth

Source: The Aberdeen Group

The Cost

Quota trends since 2006

Quota attainment since 2006

The Solution: Turn Raw Leads Into Real Opportunities

Attributes of a Well-Qualified Lead1 SIC or NAICS Code

2 Firmographics

3 Decision makers identified

4 Environment documented

5 Decision maker engaged

6 Critical business issues validated

7 Decision-making process

8 Budget process documented

9 Competitive landscape documented

10 Compelling event exists

What to Do: “BANT” vs. “AN”

What To Do: Define Market, Media, Offer

Establishing a clear and mutually agreed upon definition of market, media and offer can help you multiply results

Market Media OfferTarget companies? Target contacts?Market

segmentation?

Media mix? Building dialogue?

Compelling calls to action?

What problems will we solve?

Differentiating messaging?

What to Do: Market

5% Lead Rate

1,000 Companies

50 Leads

Marketing Equally Sized Samples

Sample size Lead Rate # of Leads

200 9% 18

200 7% 14

200 5% 10

200 3% 6

200 1% 2

1,000 5% 50

32 leads (64%)= 40% of spend

42 leads (84%) = 60% of spend

The power of relational segmentation

What to Do: Media

Multi-touch, multi-media, multi-cycle processes multiply results

Attempt Number If No Connection Business Day Dial Number

1 --- 1 1

2 Voicemail #1 1 2

3 Email #1 1 -

4 --- 2 3

5 --- 3 4

6 Voicemail #2 4 5

7 Email #2 4 -

8 --- 6 6

9 --- 7 7

10 Voicemail #3 8 8

11 Email #3 8 -

12 --- 9 9

What to Do: Offer

Conditions of need Fear of Loss Perceived Risk Opportunity to Improve

Ultimate benefits Save Money Save Time Improve Save lives

What to Do: Why Your Sales Force Needs Fewer Leads

Too many raw, unqualified leads can create a clogged marketing and sales process and an unhealthy funnel

More leads don’t equal more success

What to Do: Reap the Value of Long-term Leads

ROI WITH Best-Practice Handling of Short- and Long-Term Leads

CategoryQuantity

Short TermQuantity

Long Term Total

Names 1,000

Short-term leads 40

Long-term leads 40

% Closed ST leads 20%

% Closed LT leads 20%

# of deals 8 8

Average deal $250,000 $250,000

Revenue $2,000,000 $2,000,000

Cost of qualification $59,040 $4,920

Gross after marketing expense $1,940,960 $1,995,080 $3,936,040

Five Actions to Take

1. Agree on the definition of a lead (“BANT” vs. “AN”…, 10 point system)

2. Agree on MQL to SAL to SQL to Close metrics3. Give your sales force fewer leads – more highly

qualified leads4. Nurture longer-term leads. The right content to the

right person at the right time 5. Use multi-touch, multi-media, multi-cycle

processes to multiply results

The Truth About Leads

Revealing the latest best practices to focus your lead-generation efforts, align your sales and marketing organizations and drive revenues and profits

Contact

Dan McDadeDan.McDade@PointClear.com

678-533-2722 office@dandade

@pointclearpdhttp://www.linkedin.com/in/danmcdadepointclearllc