Revealing little-known secrets that focus your lead-generation efforts, align your sales and marketing organizations and drive revenue. From a MarketingProfs PRO online seminar (March 2011).

1. MarketingProfs March 17, 2011 Pssst… Do you know The Truth About Leads?

2. Agenda The Problem The Cause The Cost What to Do What Not to Do “The Marketing Butterfly Effect™” Managing Up From the Bottom Sales Management Best Practices Ten Questions to Ask Ten Actions to Take The Truth About Leads

3. The Problem Best Practice Results MQL = 4.1% of inquiries/ targeted suspects SAL = 62% of MQL SQL = 47.5% of SAL Close = 22.1% of SQL Lead Leakage Marketing Lead Purgatory—70% Sales Lead Purgatory—20%

4. The Cause 7 Reasons Why Sales and Marketing are Not Aligned Lack of standard lead definitions Failure by sales and marketing to accept accountability for influencing each step in the buying cycle Focus on quantity instead of quality Lack of integration between sales and marketing technologies Lack of serious, formal discussion between sales and marketing Failure to measure what matters Silo approach—failure to pass leads back and forth Source: The Aberdeen Group

5. The Cost Quota trends since 2006 Quota attainment since 2006

6. The Solution: Turn Raw Leads Into Real Opportunities

7. What to Do: “BANT” vs. “AN”

8. What To Do: Define Market, Media, Offer

12. Condition of need

13. Fear of Loss

14. Perceived Risk

16. Save Money

17. Save Time

18. Improve product or service

22. The “Marketing Butterfly Effect™”

23. Sales: Managing Up From the Bottom Top 20% The Middle 60% Bottom 20% Can improve results by pushing up from the bottom, not pulling up from the top

25. Compensate

26. Train

27. Deploy

28. Monitor & Manage

30. Compensate

31. Train

32. Deploy

33. Monitor & Manager

35. Ten Questions to Ask On what basis are those results expected (best and worst cases)? Would you approve the campaign if you knew in advance the results would come in worst case? What were the results of previous, similar campaigns? If the answer is “not very good,” why is it being done again?

36. Ten Questions to Ask If a campaign has never been tried before, has it been tested? If not, why not? How critical is it to do this campaign now? What process is going to be used to qualify, distribute and measure follow-up on response? When and how will you assess the results of the campaign?

37. Ten Actions to Take Agree on market definition (the largest identifiable market with the tightest possible market definition). Agree on offer (enterprise, point, both, priorities?) . Agree on the definition of a lead (“BANT” vs. “AN”…, 10 point system).

38. Ten Actions to Take Agree on expected metrics (MQL to SAL to SQL to Close). Define required reporting and frequency of reports (recognize that what happens during the course of one-quarter is likely to happen the next quarter without driving change).

39. Ten Actions to Take Give your sales force fewer leads – that is fewer, more highly qualified leads. Effectively nurture longer-term leads. Provide the right content to the right person (from the right person) at the right time.

40. Ten Actions to Take Design your touch cycle using multi-touch, multi-media, multi-cycle processes to multiply results. Construct offers that take into account: The three conditions of need The ultimate benefits The personal reasons why people buy things for companies Set realistic actions and timeframes. You cannot solve a sales shortfall when you have a six month sales cycle and you are in Q4.

41. The Truth About Leads Revealing little-known secrets that focus your lead-generation efforts, align your sales and marketing organizations and drive revenue

42. Contact Dan McDade Dan.McDade@PointClear.com 678-533-2722 office @dandade @pointclearpd http://www.linkedin.com/in/danmcdadepointclearllc