One of my main responsibilities in the past few years was to increase marketing activities. My company wanted to focus on business seminars to improve customer relationships. So over the years I have been concentrating on this. Working in a small company, resources are scarce, and putting on seminars takes a good amount of time. I have some support from my vendor partners, and have learned how to leverage them as best as possible. The part that helped me the most though in raising the level of activity was planning and process. I was able to plan quarters ahead (instead of scrambling to get something on the calendar for next month). I was able to avoid a lot of stress and unplanned activities by being on schedule and having a documented process. As well I had a plan that I could always go back to for improvement.
A new problem emerged. Suddenly I had a lot of inquiries and I was passing them on to sales. We were calling them leads, but they were really "unqualified leads". I started to ask a lot of questions like were my leads any good, and was sales following up on my leads, and hang on, what exactly is a lead, when and how do I pass leads off, how could I track these things, and why am I not tracking this!!. (if you are wondering, yes, I started to lose sleep over this).
I started researching these issues, and came to recognize my dilemma as a major "disconnect" between sales and marketing. I realized that I was not alone and that a lot of organizations were having the same issue. The question remained however: whose job is it to create and manage leads? I was creating more than enough "leads" and passing them along, wasn't that enough?
I found quite a few good resources, but nothing sank in or put it all together the way Brian Carroll did in his book "Lead Generation for the Complex Sale". In future posts I want to talk more about his strategy, the book, and what I've implemented so far. For now, for those of you that are struggling with these issues, I recommend following Brian's blog - B2B Lead Generation Blog. Also, here are some other resources that have shaped my thinking:
- AMA: A Multimodal Approach to Lead Nurturing for Complex Sales
This webcast will introduce you to some of Brian's strategies and cover high level ideas from his book
- Duct Tape Marketing: Sales vs. Marketing Podcast
This podcast illustrates the difference in how sales and marketing thinks! - MarketingSherpa: Lead Scoring & Management Roundtable
This is a special report where 6 experts (one of which is Brian Carrol) share their views on lead qualification. You must be a member to read, or you can sign up for a trial membership. BTW, MarketingSherpa is an excellent resource, especially their B2b newsletter. They have real-life case studies, practical know-how articles, and benchmark data. Last year I purchased a report called Business Technology Benchmark Guide. It was worth every cent. - KnowledgeStorm: The Fine Art of Lead Qualification
Great statistics and best practices (leans towards online leads, but can apply to offline). If you want prove of how important timing is when following up with an inquiry, you'll find data to support this. You may need to register for this whitepaper (well worth it).
There are a lot of resources, insights and information on the subject of lead generation and I can't hope to document them all. The most important thing is to recognize and understand the problem in your organization, and find a way to tackle the issue.
And for those of you that have lead generation and nurturing programs in place already --- boy do I envy you. Especially if you played a part in starting one up, or improving one. Please tell me it looked like Mount Everest at one time (looking up), and let me know what it feels like at the top :)
Comments