How To Precisely Define A Lead Before Marketing Begins

Start with a lead.How to precisely define a "lead" before marketing beginsBrian Carroll, CEO InTouch and author of Lead Generation for the Complex SaleSales and Marketing Alignment Research• 80% of marketing expenditures on lead generation are are lost, ignored or discarded by sales.• 10% of companies have lead definition consensus• 30% have consensus on ideal customer profileSources: Aberdeen Group, InTouch Inc, CMO Council 5 Reasons for Lead Generation Failure1. Most inquiries are not leads!2. Leads aren’t qualified and prioritized 3. Sales organization isn’t held accountable4. The baton gets dropped during hand off5. Closed loop process missingBonus tip: Improving how you qualify inquiries is the fastest way to increase ROI.Shared Vision for Lead Definition• Culture –treat leads as a valued asset• Teamwork - equal dependence on each part• What’s your job?– Marketing is the supplier– Sales is the client– Both are stewards of the company’s resources• Alignment of expectationsDefine Your Ideal Customer Profile• Sweet spot – ideal fit • Most common criteria:– Industry code – Revenue– Employee size– Trigger events– Sphere of influenceBasic Ideal Customer ProfileLead Profile Economic VP Marketing, VP Sales, CFODecision makerInfluencers•SalesVP Customer Relations, Help Desk Manager•FinanceCFO or VP Finance•ITCIO, CTO, VP IT Company Size> $50 Million and > 150 Employees and > 10 Sales peopleVertical MarketsHigh tech Manufacturing, Telecommunications, PharmaceuticalsSIC CODES (5100, 5120, etc.)Ideal Customer Profile– Who do we serve?– What problem do they face?– What do we enable them to do?– What does that mean to them?Define Your Sphere of Buying InfluenceChampions for your solution?Influencers for your solution?Trigger EventsYour Database is a Valued AssetTarget CompanyBest BuyCompany Lead ClassificationIndustryIdentifyEmployeesSalesFirmographics &Assigned RepCompile NotesCompany NotesCompany Web URLMinneapolisNew YorkDallasLas VegasIdentifySite TypeSite TypeSite TypeSite TypeHeadquarters &Site AddressSite AddressSite AddressSite AddressSiteSiteSiteSiteSitesQualificationQualificationQualificationQualificationSite Web URLSite Web URLSite Web URLSite Web URLBrian CarrollMichelle PassePat LorchCIODir. eBusinessVP, Supply ChainLead ClassificationIdentify & QualifyLead ClassificationLead ClassificationContact InfoContact InfoContact InfoContactsConversation NotesConversation NotesConversation NotesQualification ResponsesQualification ResponsesQualification ResponsesQualification CommentsQualification CommentsQualification CommentsContact HistoryContact HistoryContact History