cdw lead generation from sales adoption to leadership reporting

CDW Lead Generation

From sales adoption to leadership reporting

DMA 2011October 5, 2011

CDW Lead GenerationSpeakers

Mark ThabitSenior Director, MarketingCDW

Randy IlasVP, Product Development & MarketingHarte-Hanks Market Intelligence

Today’s SessionLearning Objectives

How to:• Gain sales adoption of the lead process• Measure and track lead success (ROI)• Make adjustments to “the best laid

plans”

Market Observations Lead Targeting Trends

• “Lead” Sources & Variety Expanding

• “Pull Sources” Volume Growing• Costs of Qualifying Often Hidden

or Missed • Costs & Time to Qualify

Underestimated • MQL & SQL Stages and Process

Standardizing

The CDW Story

Mark ThabitCDW

CDW Lead Generation The CDW Challenge

• Purchased leads via third-party partners

• No formal system for tracking or measuring

• Sales feedback on lead quality was not favorable

CDW Lead Generation Out with the Old

• Gain Sales commitment• Build the infrastructure• Follow the lead

CDW Lead Generation Sales Commitment

• Coordinate with Sales– What is a lead?

• Do we need BANT?• Person to call• Reason to call

• Gain commitment to pursue leads– Send only qualified leads

• Nurture all others

CDW Lead Generation Lead Infrastructure

• Centralized lead repository• Tag each lead

– Source– Date– Customer name– Opportunity– Sales representative name

• Deliver lead within existing sales tool– Sales feedback– Sales disposition

CDW Lead Generation Sourcing the Right Leads

• Based on Sales/Marketing lead definition• Quality and accuracy is critical• Set goals and forecast• Harte-Hanks Ci Pipeline®

– More than a lead

Ci Pipeline® Opportunity Profile

CDW Lead Generation Reporting

• Tracking ROI– Validate the investment

• ROI Formula

CDW Lead Generation So What Happened?

• Increased sales lead utilization by 20%

• Increased average order value by 5 times

• Closed 1 out of 3 leads• Able to deliver positive ROI

CDW Lead Generation Lesson Learned

Best Practices: Lock-step with Sales Follow the lead Validate ROI Pilots with partners

CDW Lead Generation Lesson Learned – The Hard Way

Things to avoid:• Don’t send all leads to Sales• Don’t underestimate the hand-off process• Don’t Assume

CDW Lead Process

Lead Sourcing

Lead Capture

Lead Prioritization

Lead Distribution

Opportunity Management

Lead Measurement

CDW Lead Generation Our Work is Never Done

Q&AMark Thabit

marktha@cdw.com

Randy IlasRandy_Ilas@harte-hanks.com

For more information, contact:

CDWwww.cdw.com

1-800-800-4239

Harte-Hanks Market Intelligencewww.citdb.com1-800-854-8409

CDW Lead Generation Keys to Success

• Get sales buy-in up front• Have a plan for tracking leads in order to

calculate the ROI of your efforts• Select high quality, reputable partners• Start small