Lead Definition:Knowing your perfect customer profile

Are you managing an inside sales team? Are they failing to jump on the phone and make

the calls? If yes, what does the phone mean

to them?

“Houston, we have a lead generation problem”

It’s widely known that lead generation is at the forefront of problems facing businesses…in fact, it’s so problematic, that

there isn’t even an unanimous agreement as to what it actually is

(we talk more about this here)

Are you managing anSales leads: sales vs marketing

And while we’re on the topic of complex definitions…

One of the biggest areas of conflict between sales and marketing can be the very definition of what counts as a sales lead and what doesn't. This is pretty troublesome, considering that sales and marketing should really be on the same page when it comes to qualifying and scoring leads.

Are you managing anWhat does a perfect sales lead look like?

The marketing manager of a US technology company I visited recently, told me that his ‘perfect’ sales lead was one where the decision maker is known, and they’re ready to buy.

I think we’d all consider that to be a perfect lead! Sadly, it’s not realistic. To find the decision maker and know whether or not it’s the right time for them to buy, will depend on the handy detective work of your sales team. *img src: freepik.com

Are you managing anLeads, and prospects, and customers…oh my!

To understand more about leads, we need to take a look at the

sales pipeline

Are you managing an1. Definition of a sales pipeline

A sales pipeline is a list of leads converted into prospects, of which a percentage will become your customers. But before you can manage your pipeline, you need to fill it will sales leads…this is where the fun starts!

Are you managing an2. Definition of a sales leadMarketers often define a sales lead as the moment a consumer/business expresses an interest or enquires about your products or services. But this is only a subset of your available market.

In B2B, only a small percentage of customers will contact a company if they have a problem to fix. That’s why most salespeople define a sales lead as anyone who fits the customer profile of the company.

Are you managing an2. Definition of a sales leadDespite what you might think, a lot of your potential customers might not even know your company exists…sorry.

Are you managing an2. Definition of a sales leadCompanies are now advised to focus more of their efforts on SEO and inbound marketing, and some believe that cold calling is a thing of the past. But it’s important to focus efforts on both inbound and outbound sales if you wish to increase your revenue and market share. And to do this, the first step towards success is to define the perfect customer profile.

Are you managing an3. Definition of a perfect customer profileUsually, the ‘perfect customer’ will possess a number of characteristics or attributes that will encourage them to buy your product or service. Here are two examples:

Key attributes for the perfect B2C profileAge GenderEducation Occupation

Income band LocationMarital status Family size

Interests Other

Are you managing an3. Definition of a perfect customer profile

Key attributes for the perfect B2B profile

Business size Decision maker titlesLocation Technology

Type of business Annual revenueYears in business Number of employees

Are you managing an4. Definition of a qualified sales leadA qualified sales lead is one that has been validated and checked manually within your organisation (or by a third party) as meeting the minimum criteria for a customer profile.

This task is usually carried out by the marketing team.

Are you managing an4. Definition of a qualified sales lead (ctd.)Another ‘perfect wish’ is contact information. Salespeople ultimately want to have the contact information of the decision maker, but in reality this is not always possible. But sources like LinkedIn and even the company reception can sometimes help to uncover this elusive information.

Don’t ignore sales leads because they aren’t bursting with contact information, otherwise you run the risk of revenue opportunity being left on the floor.

Are you managing an5. Definition of a prospectA prospect is a person or organisation that has expressed an interest in your product or service. This is not to be confused with a sales lead. A prospect is different; they have already approached your organisation, e.g. via inbound traffic, phone call, business card at an event, etc. However, the prospect still needs to be qualified. Although they may be a key influencer, they might not be the decision maker.

Hey, I gotta tell you about this awesome company!

Are you managing an6. Definition of lead nurturingLead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer's journey. Here, the focus is on marketing and communication efforts to activate the buyer’s interests in the product or service. As they are moved through each stage of the pipeline, the ultimate goal is that they become a customer.

Are you managing an7. Definition of a customerI think this is something we can most certainly agree on! A customer is a person or business who has purchased your product or service.

And so the whole area of retention begins

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