1. 9/30/2011
CDW Lead Generation
From sales adoption to leadership
reporting
DMA 2011
October 5, 2011
CDW Lead Generation
Speakers
Mark Thabit
Senior Director, Solutions Marketing
CDW
Randy Ilas
VP, Product Development & Marketing
Harte‐Hanks Market Intelligence
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2. 9/30/2011
Today’s Session
Learning Objectives
How to:
• Gain sales adoption of the lead process
• Measure and track lead success (ROI)
• Make adjustments to “the best laid
plans”
Market Observations
Lead Targeting Trends
• “Lead” Sources & Variety
Expanding
• “Pull Sources” Volume Growing
• Costs of Qualifying Often Hidden
or Missed
• Costs & Time to Qualify
Underestimated
• MQL & SQL Stages and Process
Standardizing
The CDW Story
Mark Thabit
CDW
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3. 9/30/2011
CDW Lead Generation
The CDW Challenge
• Purchased leads via
third‐party partners
• No formal system for
tracking or measuring
• Sales feedback on lead
quality was not
favorable
CDW Lead Generation
Out with the Old
• Gain Sales commitment
• Build the infrastructure
• Follow the lead
CDW Lead Generation
Sales Commitment
• Coordinate with Sales
– What is a lead?
• Do we need BANT?
• Person to call
• Reason to call
• Gain commitment to
pursue leads
– Send only qualified leads
• Nurture all others
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4. 9/30/2011
CDW Lead Generation
Lead Infrastructure
• Centralized lead repository
• Tag each lead
– Source
– Date
– Customer name
– Opportunity
– Sales representative name
• Deliver lead within existing sales
tool
– Sales feedback
– Sales disposition
CDW Lead Generation
Sourcing the Right Leads
• Based on Sales/Marketing lead definition
• Quality and accuracy is critical
• Set goals and forecast
• Harte‐Hanks Ci Pipeline®
– More than a lead
Ci Pipeline®
Opportunity Profile
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5. 9/30/2011
CDW Lead Generation
Reporting
• Tracking ROI
– Validate the investment
• ROI Formula
CDW Lead Generation
So What Happened?
• Increased sales lead utilization
by 20%
• Increased average order value by
5 times
• Closed 1 out of 3 leads
• Able to deliver positive ROI
CDW Lead Generation
Lesson Learned
Best Practices:
 Lock‐step with Sales
 Follow the lead
 Validate ROI
 Pilots with partners
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6. 9/30/2011
CDW Lead Generation
Lesson Learned – The Hard Way
Things to avoid:
• Don’t send all leads to Sales
• Don’t underestimate the hand‐off process
• Don’t Assume
CDW Lead Generation
Our Work is Never Done Lead
Sourcing
Lead
Measurement
Lead Capture
CDW Lead
Process
Opportunity Lead
Management Prioritization
Lead
Distribution
Mark Thabit
Q&A marktha@cdw.com
Randy Ilas
Randy_Ilas@harte‐hanks.com
For more information, contact:
CDW
www.cdw.com
1‐800‐800‐4239
Harte‐Hanks Market Intelligence
www.citdb.com
1‐800‐854‐8409
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7. 9/30/2011
CDW Lead Generation
Keys to Success
• Get sales buy‐in up front
• Have a plan for tracking leads in order to
calculate the ROI of your efforts
• Select high quality, reputable partners
• Start small
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