lead generation feeding the sales funnel

8/3/2019 Lead Generation Feeding the Sales Funnel

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Marketing & Sales Roundtable

Lead Generation: Feeding the Sales Funnel

September 2003


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2003 Rosemary Remacle 2

Agenda

Lead generation and the marketing/sales process

Lead generation and the sales funnel

Lead generation and stages of company development

Feeding the Sales Funnel: lead generation programs

Lead generation program design variables

Lead generation program management

Some tips


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Lead Generation and Marketing/Sales Process

Strategy Plan:Market Leadership

Customer

Segment

Value

Proposition

Force Field,

Market

Momentum

Creation

Segment

Focused

Lead

Generation &

Qualification

- referrals

- programs

Managed

Sales

Process/

Sales

Funnel

Customer

Acquisition

SalesMarketing/SalesMarketing

Marketing

Marketing

Programs

(PR,

website,

Speaker Program,

White Papers etc.)Market leverage model

Service &

Support

Service/Support

Organization

PROSPECTS/LEADS BY SEGMENT

LEAD QUALIFICATION

CONSULTATION

PROPOSAL

CLOSE

JUSTIFICATION


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Lead Generation and the Sales Funnel

Segment-FocusedLead GenerationPrograms

PROSPECT GENERATION BY SEGMENT

LEAD QUALIFICATION

CONSULTATION

PRESENTATION(S)

JUSTIFICATION

PROPOSAL

CLOSE

Marketing, Sales Business Development

Marketing Sales Channel Partners

Sales + Technical

Sales + Technical

Sales + Finance +Operations

Sales + Finance

Sales (+ CorporateExecutives)


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Lead Generation by Stages ofCompany Development

ProductDevelopment Beta

Launch,Market

Development

Acquire Beta customers

Referrals (Personal networks)

Informal/ad hoc programs(Participation in visionary/early

adopter events etc.)

Marketing

Sales (Elephant Hunters)

Identify Potential Lead Sources in

available customer segments

Referrals (Extended personalnetworks)

Partners/Customers

Formal programs

Marketing

Sales (Telesales,ElephantHunters)

Feed the Funnel: Develop market

entry segment momentum and

revenue flow

Referral (Extended personalnetworks)

Partners/Customers

Formal programs

Marketing Sales (Telesales,Elephant

Hunters, Channel Partners)

Phase

LeadGeneration

Goal

Sources ofLeads

Participants


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Feeding the Funnel:Lead Generation Programs

Search engine placements

Website visits/Promotions

Trade shows

Seminars/Webinars

PR/Speaker programs

Direct marketing snail- and e-mail, telemarketing

Partner co-marketing

Ads press and electronic

Etc.


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StrategyStrategy PlanPlan DeployDeploy AnalyzeAnalyzeRefineRefine

StrategyStrategy

Lead Generation Program Overview

Activities Research

Strategy

Goals & metrics

Key messages

Prospect database

Program definition

Incentives

Lists

Configure platform(?)

Creative development

Inventory & logisticsmanagement

Data collection Response rate

Leads generated

etc.

Strategy against outcome

Required course correctionsidentification

Responsibilities Marketing

Marketing service providers

Sales

Marketing


IT service provider

Fulfillment house

Sales

Marketing


IT service provider

Fulfillment house

Sales

Marketing

Marketingservice providers

IT service provider

Fulfillment house Sales

In-house marketing


Sales


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Lead Generation Program DesignVariables

Product

Company stage/Segmentation roadmap maturity

Industry/Customer segments

Category maturity Resources/Budgets

Etc.


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Lead Generation ProgramManagement

Callcenter

Program Potential Customer Responses Sales Channel Metrics

Program

Homepage,

Website Telesales

Direct Sales

Partners

Lead Qualification

Search engineplacements

Website

visits/promotions Trade shows

Seminars/Webinars

PR/Speakerprograms

Direct marketing

Partner co-

marketing Ads

Prioritization

and Routing

Closed salesper channel

Closed salesper lead

Cost perqualified lead

Customerlifetime value

Absolute Requirement: Contact DB SFA CRM


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Some Tips

Start with segmentation or its usually a wasted exercise

Bring sales management into the process at the beginning

Program goals, metrics, follow-up are necessary ingredients

Start a contact DB as soon as the potential customer list

exceeds one

Pain points: ensuring closed loop of complex process

List acquisition

Complex process management

Clear roles and responsibilities


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Summary

Its hard to fill the funnel if its not under the faucet

B. Roberson, What Really Works


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Presenters

Liz Arrington,Consultant

Market Focus

650-329-0823

[email protected]

Patty Burke, ConsultantMarket Focus

[email protected]

408-398-4921

Rosemary Remacle, Consultant

Market Focus408-244-0412

[email protected]

lead generation feeding the sales funnel

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