marketing’s holy grail: the quality lead - amanda jobbins, vice president - technology &...

Marketing’s holy grailThe quality lead

Amanda Jobbins

Siege of marketing

‘Only 40% of CEOs gave CMOs an A grade..’CMO Council Study

Pressure on marketing

CMO pressure

‘5 year study shows CMOs don’t have any effect on a company’s financial performance..’ Journal of Marketing

Marketing perception in B2B

New World Order

Rock and a hard place

Sales Marketing Customer

The demand generation challenge

• Marketing & sales alignment

• Customer decisions hard to map

• Multichannel in nature

• B2B channel fragmentation

• Automation spotty

Sales and marketing alignment

MarketingSales

Multichannel buying process

Become Aware

Consider

Transact

Service

Broadcast Direct Mail Store Internet Call Center

Quality lead & lead process

• What is the profile of the prospect you want?

• What is the target no. of prospects and target conversions?

• What response do you want from them?

• How many of them do you want by segment?

• How will you prioritize responses?

• What will be the follow-up/contact strategy?

• How will you know if they buy something?

• What will you do with leaked prospects?

• How will this process be monitored?

Publish & agree objectives Agree a segmentation

Practical lessons

• Objectives, objectives, objectives

• Joint planning with the business/sales

• Dedicated staff for LM process in S & M

• Tight telesales / marketing connection

• Publish and debate lead targets

• Leads process including sales accountability

• Very close alignment to sales ops key

• Measure what you can then iterate

• New Metrics .g. NPS-loyalty 5%+ -> profits 15-20+%

• You are never ‘done’

Thank you!

Welcome