An introduction to 'lead management' trough 5 common mistakes. Mistakes concerning scoring, database issues and nurturing

1. 5 MISTAKES YOU MUST AVOID
TO MAKE YOUR SALES BIG
HOW TO MAKE SALES BIG | DMF 2011 | 11 OCTOBER 2011 |
dinsdag 11 oktober 2011

2. MISTAKE # 1
no definition of a lead
HOW TO MAKE SALES BIG | DMF 2011 | 11 OCTOBER 2011 |
dinsdag 11 oktober 2011

3. • Define a qualified lead based on
historical data
MISTAKE # 1 • Marketing steps to a qualified lead
no definition of a lead and sales actions on a qualified lead
• Targets for marketing and sales are
the same ‘group targets’
HOW TO MAKE SALES BIG | DMF 2011 | 11 OCTOBER 2011 |
dinsdag 11 oktober 2011

4. MISTAKE # 2
no integrated use of data
HOW TO MAKE SALES BIG | DMF 2011 | 11 OCTOBER 2011 |
dinsdag 11 oktober 2011

5. • Stand alone applications with
duplicated data
MISTAKE # 2 • Again another system with no
no integrated use of data connected use
• No historical data, every year a new
campaign
HOW TO MAKE SALES BIG | DMF 2011 | 11 OCTOBER 2011 |
dinsdag 11 oktober 2011

6. MISTAKE # 3
lack of scoring model
HOW TO MAKE SALES BIG | DMF 2011 | 11 OCTOBER 2011 |
dinsdag 11 oktober 2011

7. • Explicit data such as BANT (budget,
authority, need, timeframe), NAW, …
MISTAKE # 3 • Implicit data such as behaviour:
lack of scoring model buying and online
• Historical data: comparing to earlier
leads or campaigns
HOW TO MAKE SALES BIG | DMF 2011 | 11 OCTOBER 2011 |
dinsdag 11 oktober 2011

8. MISTAKE # 4
stand alone marketing campaigns
HOW TO MAKE SALES BIG | DMF 2011 | 11 OCTOBER 2011 |
dinsdag 11 oktober 2011

9. • Every year a new marketing campaign
• Every year a new prospect database is
MISTAKE # 4 bought
isolated marketing campaigns
• Crucial to capture contact history for
services that have a longer life cycle
HOW TO MAKE SALES BIG | DMF 2011 | 11 OCTOBER 2011 |
dinsdag 11 oktober 2011

10. MISTAKE # 5
no discussed lead or sales plan
HOW TO MAKE SALES BIG | DMF 2011 | 11 OCTOBER 2011 |
dinsdag 11 oktober 2011

11. • There is no consensus about amount
and quality of leads
MISTAKE # 5 • Leads are not perceived as valuable if
no discussed lead or sales plan they come from the other department
• Funnel is often filled at top but no
follow up
HOW TO MAKE SALES BIG | DMF 2011 | 11 OCTOBER 2011 |
dinsdag 11 oktober 2011

12. QUESTIONS?
jan@3plus.be
HOW TO MAKE SALES BIG | DMF 2011 | 11 OCTOBER 2011 |
dinsdag 11 oktober 2011