Lead Management An exciting journey towards real ROI!

NXP…

Our environment

Our starting point…

Marketing identified leads

Resulting in

We had to go on a trip towards Real ROI

Step 1: Structure our assets

Step 2: Align lead definitions…

and show behaviour

Step 3: Define the process and start!

In reality… Assign

Navigation Process

System Content

Awareness

The trip continues…

What we do now

Analysis and transparency

Continuous improvement

Currently resulting in…

Key take-aways

Ongoing discussion with marketing and sales

Agree on the funnel and the hand-over

Facts, ambassadors and success stories

Translate sales language into marketing actions

Embed lead mgmt in ‘normal’ sales process

What NOT to do…

‣ Raise too big expectations

‣ Make up your process in isolation

‣ Expect everyone to love it right away

‣ Be impatient

How to get started…

‣ Join sales for a week, speak the customers language

‣ Know what pays the bills for sales

‣ Create ambassadors and success stories

‣ Engage sales in the marketing activities

Thank you!

http://www.linkedin.com/in/alexballering