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5 dials to tune in your lead generation process

It’s important to think of lead generation as a process, rather than an isolated event, or a series, 5 dials to tune in your lead generation process

of campaigns. You can optimize demand generation with ongoing testing and refinement. This will help you generate higher quality results more cost-effectively (i.e. reduce expense-to-revenue ratio) and improve overall ROI.

Think about your lead generation process as being controlled on a mixing board. Let’s start with 5 of the biggest dials on the board so that we can start to tune in and turn up our lead generation ROI:

Dial 1 – “Turn up” lead quantity.

Increase your program response rates across multiple lead generation channels to drive more inquiries. Get more of the right people in the right companies to respond across multiple tactics through testing.

Dial 2 – “Turn up” lead quality.

Improve your lead qualification process to increase “sales ready” lead conversion rates. Delivering leads that your sales team really wants based on your universal lead definition.

Dial 3 – “Turn up” sales team pursuit and feedback.

Create a joint service level agreement between sales and marketing to reduce time-to-sales follow-up. Ensure that “sales ready” leads are being fully engaged by sales.

Dial 4 – “Turn up” the number of certified opportunities in the pipeline.

Focus on improving your lead management and lead nurturing process. Build your marketing pipeline to increase your sales pipeline.

Dial 5 – “Turn up” closed sales.

Focus on developing pipeline acceleration programs to shorten your time-to-revenue. This requires marketing to go beyond demand generation to help sales reduce friction in order to close more sales.

The mixing board analogy seems even more appropriate as you think about continuous process improvement. As the process develops you will need to consistently make adjustments to the dials as you respond to feedback and spikes in the flow. This is not a “set it and forget it” endeavor.

I hope this gets you thinking about making beautiful music.

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Lead generation optimization: Finding the right amount of friction

How to Use Conversational Marketing to Get More Leads

Marketing Optimization: 3 steps to gain C-suite buy-in

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