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1. Lead Generations Impact on Demand Generation
Marcus R. Tewksbury
Director of Customer Intelligence

2. Golden Rules of Demand Generation
What are the critical things we’ve got to get right?
Collectively, as a team, Sales & Marketing are responsible for creating…
The ONLY measure that matters
Our most precious commodity is the time of
sales… we need to insure we are spending the
most time with the most valuable customers
We need a basket of measurable, repeatable KPI’s that we can use to drive
performance across the team and that is related to revenue creation
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3. • Commonly understood across the
organization
• Promotes communication between
sales and marketing
• Provides a stable basis for
performance measurement
• Facilitates a conversation about
the needs of a customer and their
buying cycle
You need a common framework to manage and measure
The King is dead, long live the King! (…in that kind of queer British fascination with the Queen sort of way…)
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4. Problems in lead quality begin with the approach …
Traditional approaches were dependent upon unfettered access to customers
DirectBroadcast
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5. … that have become marginalized
Lead generation has gotten harder, more expensive, and is producing declining returns
Broadcast Direct
Time Shifting Reachability
• Legislation
• Technology
• Social Norms
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6. … And ultimately result in poor lead quality
Squeezing Stones… has impacted the roles played by sales and marketing
Reduced Quality and Quantity of Leads
Forces Marketing to Rush More Unqualified Leads Through
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7. It’s time to diversify the top of your funnel
There are many ways to begin the dialog with a customer
Lead Quality Scale
Are you using all possible channels to fuel your funnel?
Social TraditionalLoyalty
High Low
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8. Thank You!
Marcus R. Tewksbury
Director of Customer Intelligence
tewksbum@alterian.com
Twitter: @tewksbum
Cell: 312.404.4835
Blog: TheMarketingMojo.com
Want more?
Checkout the webinar:
How to Fuel
Your Lead Generation
with an Inbound,
Social Media Strategy
http://lfov.net/webrecorder/s?
kid=57&cid=LF_82373698
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here for
Webinar