Download - Lead Generation Feeding the Sales Funnel
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Marketing & Sales Roundtable
Lead Generation: Feeding the Sales Funnel
September 2003
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2003 Rosemary Remacle 2
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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Lead Generation and Marketing/Sales Process
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
Customer
Acquisition
SalesMarketing/SalesMarketing
Marketing
Marketing
Programs
(PR,
website,
Speaker Program,
White Papers etc.)Market leverage model
Service &
Support
Service/Support
Organization
PROSPECTS/LEADS BY SEGMENT
LEAD QUALIFICATION
CONSULTATION
PROPOSAL
CLOSE
JUSTIFICATION
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Lead Generation and the Sales Funnel
Segment-FocusedLead GenerationPrograms
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 (+ CorporateExecutives)
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Lead Generation by Stages ofCompany Development
ProductDevelopment Beta
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 personalnetworks)
Partners/Customers
Formal programs
Marketing
Sales (Telesales,ElephantHunters)
Feed the Funnel: Develop market
entry segment momentum and
revenue flow
Referral (Extended personalnetworks)
Partners/Customers
Formal programs
Marketing Sales (Telesales,Elephant
Hunters, Channel Partners)
Phase
LeadGeneration
Goal
Sources ofLeads
Participants
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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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StrategyStrategy PlanPlan DeployDeploy AnalyzeAnalyzeRefineRefine
StrategyStrategy
Lead Generation Program Overview
Activities Research
Strategy
Goals & metrics
Key messages
Prospect database
Program definition
Incentives
Lists
Configure platform(?)
Creative development
Inventory & logisticsmanagement
Data collection Response rate
Leads generated
etc.
Strategy against outcome
Required course correctionsidentification
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
Marketingservice providers
IT service provider
Fulfillment house Sales
In-house marketing
Marketing service providers
Sales
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Lead Generation Program DesignVariables
Product
Company stage/Segmentation roadmap maturity
Industry/Customer segments
Category maturity Resources/Budgets
Etc.
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Lead Generation ProgramManagement
Callcenter
Program Potential Customer Responses Sales Channel Metrics
Program
Homepage,
Website Telesales
Direct Sales
Partners
Lead Qualification
Search engineplacements
Website
visits/promotions Trade shows
Seminars/Webinars
PR/Speakerprograms
Direct marketing
Partner co-
marketing Ads
Prioritization
and Routing
Closed salesper channel
Closed salesper lead
Cost perqualified lead
Customerlifetime value
Absolute Requirement: Contact DB SFA CRM
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Some Tips
Start with segmentation or its 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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Summary
Its hard to fill the funnel if its not under the faucet
B. Roberson, What Really Works
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Presenters
Liz Arrington,Consultant
Market Focus
650-329-0823
Patty Burke, ConsultantMarket Focus
408-398-4921
Rosemary Remacle, Consultant
Market Focus408-244-0412