What drives a company? Sales. What drives sales? Marketing. What drives marketing? Data - Data about leads. Therefore a company should strive to be a truly Data Driven Revenue organization.
You need data to build leads much like any product that needs to be assembled from a supply chain of raw materials and components- Various points of data about a “suspect” need to be consolidated efficiently into data about a “lead,” which over time and a nurturing process has more data added to it to become data about a “qualified lead,” which is then released to sales at the right time – namely when the qualified lead is ready to engage in a buying/selling conversation and hopefully become a “customer.” This is critical in the modern enterprise to ensure the highest probability of the highest revenue. In other words,
Data Driven Revenue requires a robust lead management process.
A robust lead management process will help an aligned marketing and sales organization focus and understand
- How a lead is defined and just as important, what is not a lead
- How leads are managed in a funnel (or better yet, every stage of a supply chain where data is added to the lead record)
- What the critical points in the supply chain are that move a lead closer to the possession of sales
- The pivotal moment when a lead becomes qualified enough to share with sales and exactly how this status is communicate to sales
- What to do with leads that are not sufficiently nurtured in this supply chain to share with sales
Allinio tailors an appropriate, robust lead management programs to fit a company based on its staffing, other resources, and culture. The methodology for creating a lead management process includes the following:
- On-premise interviews with primary participants of existing lead management process
- A Review of usage of existing (if any) lead management automated and CRM platforms
- An inventory of existing metrics and key performance indicators (KPIs) of the marketing department
- A written report and presentation making recommendations for:
- strengthening your organization’s lead management processes
- redefining the role of each key participant in the process
- appropriate technology solutions for lead management efficiencies
- relevant metrics and KPIs to regulate
Other Allinio services to help you align your business for transformation with Marketing Automation:
- Marketing Tools/Systems Audit & Consulting
- Sales Tools/Systems Audit & Consulting
- Metrics/Reporting Audit & Consulting
To learn more about how Allinio can help you align, contact us.
