Lead qualification - resolving the sales and marketing conflict

Lead Qualification:

Resolving the conflict between
Sales and Marketing

1
Copyrights: Reach1to1 Technologies Pvt. Ltd.Ltd.
Copyrights: Reach1to1 Technologies Pvt.

Biggest Sales Challenge:
High Quality Leads

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What are “High Quality” leads?

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Universal Lead Definition

“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

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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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Marketing Perspective

EDMs
Print
Ads
TV
Marketing Leads
Commercials
Spend Events Generated
& Promotional
Exhibitions Activities

Number of Leads Generated
ROI =
Marketing Spend
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Marketing Perspective

To Maximize ROI:

Lax Qualification Criteria!

Max (Leads Generated)
= Lax Qualification Criteria

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Sales Perspective Periodic
Sales Target

Leads
Generated Competition
Limited
Time Sales Revenue
Generated
Existing Complex Buying
Opportunities Process

Sales Orders Generated
Conversion =
Leads + Opportunities For the
Ratio current
Sales Orders x Order Value target period
Value =
Sales Target
Converted
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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
Marketing Team

Maximize number of leads Lax Qualification Criteria

Ensure
high sales Conflict
volume

• Maintain Conversion Ratio
Strict Qualification Criteria
• Maximize Value Converted

Sales Team

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The Process Disconnect

Marketing Funnel Sales Funnel

Leads Opportunities Orders
Target Market Generated Confirmed

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Implications of satisfying marketing
needs
Lax Qualification

Overload
Sales Funnel

Lower
conversion
ratio
Lower
value
converted
Leads Orders
Target Market
Generated Confirmed

13

Implications of satisfying sales needs
Lost Stricter
opportunities lead definition


Reduced ROI

Leads Orders
Target Market
Generated Confirmed

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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 done
either 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 done
either by marketing or by sales!

Introduce a separate, lower cost
Lead 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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Breaking the Conflict
Low-cost
qualification / nurturing
process


Leads Qualified Orders
Target Market Generated Leads Confirmed

Nurture Leads 20

Lead Qualification Process

Qualified Sales
Leads Funnel

Lead
Leads Qualification
Generated Criteria

Non-Qualified Nurturing
Leads Process

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Nurturing Process

Lead
Qualification
Process

Nurture
Buyer CRM Marketing
Profiles

Capture
Responses

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Thank You

Ashutosh Bijoor
+91-22-4206-1244
ashutosh@reach1to1.com
http://www.reach1to1.com

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Lead qualification - resolving the sales and marketing conflict

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