lead qualification - resolving the sales and marketing conflict
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Lead Qualification:
Resolving the conflict between Sales and Marketing
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Biggest Sales Challenge: High Quality Leads
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What are “High Quality” leads?
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“Most companies lack a clear definition of a sales lead – that is their sales and marketing departments don’t agree
on a universal lead definition.”
- Brian Carrol
Universal Lead Definition
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Can sales and marketing agree on a common definition of a “high quality” lead?
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How do sales and marketing look at leads?
OR
How do leads determine the performance of marketing and sales?
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Leads Generated
Marketing Perspective
PrintAds
Events&
Exhibitions
EDMs
PromotionalActivities
TV Commercials
ROI = Number of Leads GeneratedMarketing Spend
MarketingSpend
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Marketing Perspective
To Maximize ROI:
Lax Qualification Criteria!
Max (Leads Generated)= Lax Qualification Criteria
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Sales Revenue Generated
Limited Time
Competition
Complex Buying Process
ValueConverted
Sales Orders x Order ValueSales Target
PeriodicSales Target
Conversion Ratio
Sales Orders GeneratedLeads + Opportunities For the
current target period
Leads Generated
ExistingOpportunities
Sales Perspective
=
=
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Sales Perspective
To Maintain Conversion Ratio
+ Maximize Value Converted:
Strict Qualification Criteria!
Max (Sales Revenue) = Max (Qualification Criteria)
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Conflict Cloud
Lax Qualification CriteriaMaximize number of leads
Strict Qualification Criteria• Maintain Conversion Ratio• Maximize Value Converted
Ensure high sales
volume
Sales Team
Marketing Team
Conflict
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The Process Disconnect
Marketing Funnel Sales Funnel
LeadsGeneratedTarget Market Opportunities Orders
Confirmed
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Implications of satisfying marketing needs
Marketing Funnel Sales Funnel
LeadsGeneratedTarget Market
Lax Qualification
OrdersConfirmed
Overload
Lowerconversion
ratio
Sales Funnel
Lowervalue
converted
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Marketing Funnel
Implications of satisfying sales needs
Sales Funnel
LeadsGeneratedTarget Market
OrdersConfirmed
Stricter lead definition
Lost opportunities
Reduced ROI
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Hence,marketing and sales cannot agree on
a universal lead definition
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Resolving the Conflict
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Underlying Assumptions
1. Lead Qualification has to be doneeither by marketing or by sales!
2. Leads that are not qualified need to be dropped out of the funnel!
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Invalid Assumptions!
1. Lead Qualification has to be doneeither by marketing or by sales!
Introduce a separate, lower costLead Qualification team
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Invalid Assumptions
2. Leads that are not qualified need to be dropped out of the funnel!
Nurture the leads that do not qualify in a CRM process
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Marketing Funnel Sales Funnel
LeadsGeneratedTarget Market Orders
ConfirmedQualified
Leads
Low-cost qualification / nurturing
process
Breaking the Conflict
Nurture Leads
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LeadQualification
Criteria
SalesFunnel
QualifiedLeads
Leads Generated
Lead Qualification Process
Non-QualifiedLeads
NurturingProcess
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Nurturing Process
NurtureMarketing
LeadQualification
Process
CaptureResponses
BuyerProfiles
CRM
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Thank You
Ashutosh [email protected]://www.reach1to1.com