marketing & sales roundtable lead generation: feeding the sales funnel september 2003
TRANSCRIPT
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Marketing & Sales Roundtable
Lead Generation: Feeding the Sales Funnel
September 2003
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2©2003 Rosemary Remacle
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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3©2003 Rosemary Remacle
Lead Generation and Marketing/Sales Process
Strategy Plan: Market
Leadership
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
CustomerAcquisition
SalesMarketing/SalesMarketing
Marketing
MarketingPrograms(PR, website, Speaker Program, White Papers etc.)Market leverage model
Service &Support
Service/SupportOrganization
PROSPECTS/LEADS – BY SEGMENT
LEAD QUALIFICATION
CONSULTATION
PROPOSAL
CLOSE
JUSTIFICATION
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4©2003 Rosemary Remacle
Lead Generation and the Sales Funnel
Segment-Focused Lead Generation
Programs
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 (+ Corporate Executives)
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5©2003 Rosemary Remacle
Lead Generation by Stages of Company Development
ProductDevelopment
ProductDevelopment BetaBeta
Launch, Market
Development
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 personal networks)
• Partners/Customers• Formal programs
• Marketing• Sales (Telesales,‘Elephant
Hunters’)
Feed the Funnel: Develop market entry segment momentum and revenue flow
• Referral (Extended personal networks)
• Partners/Customers• Formal programs
• Marketing• Sales (Telesales,‘Elephant
Hunters’, Channel Partners)
Phase
Lead Generation Goal
Sources of Leads
Participants
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6©2003 Rosemary Remacle
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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7©2003 Rosemary Remacle
StrategyStrategyStrategyStrategy PlanPlanPlanPlan DeployDeployDeployDeploy AnalyzeAnalyzeAnalyzeAnalyze RefineRefineStrategyStrategyRefineRefine
StrategyStrategy
Lead Generation Program OverviewActivities• Research• Strategy• Goals & metrics• Key messages• Prospect database
• Program definition• Incentives• Lists
• Configure platform(?)• Creative development• Inventory & logistics
management
• Data collection• Response rate• Leads generated• etc.
• Strategy against outcome• Required course corrections
identification
Responsibilities• Marketing• Marketing service providers• Sales
• Marketing• Marketing service providers• IT service provider• Fulfillment house• Sales
• Marketing• Marketing service providers• IT service provider• Fulfillment house• Sales
• Marketing• Marketing
service providers• IT service provider• Fulfillment house• Sales
• In-house marketing• Marketing service providers• Sales
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8©2003 Rosemary Remacle
Lead Generation Program Design Variables
• Product• Company stage/Segmentation roadmap maturity• Industry/Customer segments• Category maturity• Resources/Budgets• Etc.
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9©2003 Rosemary Remacle
Lead Generation Program Management
‘Call center’
Program Potential Customer Responses Sales Channel Metrics
ProgramHomepage,Website Telesales
Direct Sales
Partners
Lead Qualification
• Search engine
placements• Website
visits/promotions• Trade shows• Seminars/Webinars• PR/Speaker
programs• Direct marketing• Partner co-
marketing• Ads
Prioritizationand Routing
• Closed sales per channel
• Closed sales per lead
• Cost per qualified lead
• Customer lifetime value
Absolute Requirement: Contact DB SFA CRM
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10©2003 Rosemary Remacle
Some Tips
• Start with segmentation or it’s 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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11©2003 Rosemary Remacle
Summary
“It’s hard to fill the funnel if it’s not under the faucet”
B. Roberson, “What Really Works”
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12©2003 Rosemary Remacle
Presenters
• Liz Arrington,ConsultantMarket [email protected]
• Patty Burke, ConsultantMarket [email protected]
• Rosemary Remacle, ConsultantMarket [email protected]