The Truth about Your Lead Generation
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Transcript of The Truth about Your Lead Generation
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Welcome to The Truth about Your Lead Generation
Rod SloaneO2 TCR
#TTAYLG
June 19th 2012
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About Rod• Worked for IBM, CA, BAT, BT & BCPD
• Roles Sales, Marketing, Business Development
• Author 2 books, Sales and Marketing Alignment Podcast
• Married, live in Ealing, play tennis and support Blackpool FC
• Core Process "Showing Up"
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Your Turn
• Name
• Job Title
• Company
• Responsibilities
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What is Lead Generation?
"Lead generation is a marketing term used to describe the generation of consumer interest or inquiry into products or services of a business.
Businesses strive to generate 'quality' leads.
Quality is usually determined by the propensity of the inquirer to take the next action towards a purchase."
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The Quiz!!The Quiz!!
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How do Sales People define a Qualified Lead?
1. Buyer in target market willing to meet
2. Budget, Authority, Need & Timeframe
3. Authority, Need backed by trigger event
4. Contract and pen in hand, press hard
6%
53%
73% of Major Purchases
NOT
budgeted at start of year
Demand Gen Report
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Your new responsibility, should you choose to accept it is...
"To meet the short and long term revenue
targets of your company within the context of the
corporate strategy.”
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About today• Not tactical i.e. NOT 121 Lead Generation
Ideas
• Strategic
• What is your current Lead Gen doing for you?
• What's it costing you?
• How you can fix it.
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Why spend time talking about
Lead Generation?
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CEO Speak on Lead Generation
"We need more better clients!"
"We need to learn to earn new business better than we do today!"
What would your CEO say?
"We need to...."
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According to the SLMA....
In the average company, what percentage of marketing generated raw leads ever make it to a closed won deal?
3%15% in best of
class
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Statistics for Qualified Leads
10% will close within first three months
Another 16% will close within six months
Another 19% will close within one year
45% of all Qualified Leads buy within a year
How effective is your company at staying on top of qualified leads?
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The big question for Marketing is....
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What's the one thing that Marketing can do
better than Sales?
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Marketing
SalesSales
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MarketingSucks
SalesIgnoreLeads
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Whatever you do don't give unfiltered,
unqualified raw leads to your
Sales Team
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Please discuss in pairs, at a strategic level
• What Sales wants from Marketing
• What Marketing wants from Sales
• What the business wants from both of them
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What Percentage of your Closed Deals
Started off in Marketing?
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What is the top challenge facing
your marketing strategy?
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Your Sales Cycle• Do you understand it?
• Can you explain it?
• Is it still relevant?
• Does it matter?
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Your Client's Buying Cycle
• Do you understand it?
• Can you explain it?
• What % of your competition can?
• Is it documented? Is it unique?
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You need to become a student then an expert about your clients and
their challenges.
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Buying is changing, as a result so are
Marketing and Sales.
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"It's not about blame, we are all
Accountable!"
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"Be an intelligent team, learn when to
do take the appropriate action at
the appropriate time."
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Top 20% had 31.6% average growth
Middle 50% had an 18.2% average growth
Bottom 30% a 6.7% average decrease
Average growth in Annual Company Revenue
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Sales and Marketing 1.9 meetings per week, 69% more than other firms
Relationship between Sales and Marketing is strong by 79% average is 61%
What do the top 20% do that's different?
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Top 20% had 40%
Middle 50% was 22%
Bottom 30% was 13%
Percentage of the Sales Forecasted
Pipeline Generated by Marketing
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hold Marketing responsible for quality and value of leads...
hold Sales responsible for quality feedback and results
Who is responsible for what...
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What your company needs to do. Focus
on1.Clients
2.Revenue
3.Culture
4.Language
5.People
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An Action PlanPlan
Customer Survey
Lead Definition Workshop
Build Customer Buying Cycle
Regular Sales and Marketing Alignment meetings based on the Plan, CRM & clients
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Required Actions - Level 1
Establish a formal planning process between Sales and Marketing (Lead Definition, Scoring and Go-to-market messaging)
Define roles and responsibility for Lead Management Activity
Plan to adopt marketing technology
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Required Actions - Level 2
Identify an individual or group responsible for improving marketing performance -- a marketing operations position
Marketing should involve sales in obtaining "voice of the customer" input
Share results with key stakeholders and decision makers
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Required Actions - Level 3Accelerate adoption of lead management
& MA
Invest in campaign management capabilities - CBA for individual marketing campaigns
Sales better understands the goals and action of marketing to better understand the buyers per-sales journey
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Universal Lead Definition Workshop1.Refine ULD as sales ready
2.Qualify leads based as ULD
3. Nuture early stage leads until sales ready
4.Define handoff process
5. Work on closing the loop
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What I can work with you on
Universal Lead Definition Workshop
Buying Cycle Workshop
Sales & Marketing Alignment Plan
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The Sales Lead Institute
Starting Autumn 2012
6 month programme for you to decide which of the latest SalesLead strategies you need to adopt in your business
Small non competitive groups
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Thank You for Listening
Please complete and return the feedback form
Pickup your copy of Alignment