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ViewPoint | The Truth About Lead Generation

"Marketing is too important to be left to marketers."

Posted by Dan McDade Jul 28, 2015 9:00:00 AM

This saying always amuses me. Partly because it’s true, partly because it’s funny, but also because it’s often misunderstood. It’s funny because it sounds like marketers are too stupid to be in charge of marketing. And, as a marketer, I love laughing at myself and those who do what I do. But my take on what it really means is that marketing is so important that it should be an integral part of the fabric of a company’s mindset, culture and strategy.

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Tags: Marketing Strategy, Sales & Marketing Management

The sales rep said, “I never got a lead yet that turned into a sale.”

Posted by James Obermayer Jul 20, 2015 10:08:31 AM

I was the marketing manager of a medical device company and we were near the end of the day’s sales meeting. Forty salespeople were in the room; I was last on the program. Everybody wanted to get out, hit the lobby bar and trade stories about high prices, the lack of new products, how their new quotas were too high and their territories too small.

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Tags: Lead Generation

PowerOpinions: Making Lead Scoring a Success Part 3 [Expert Advice]

Posted by Dan McDade Jul 14, 2015 10:18:00 AM

This is the final installment of a three-part series in response to the following question: 

As we enter the second half of 2015, have companies made the adjustments necessary to utilize lead scoring or is the status quo killing results?

We asked this to top industry experts, then compiled their responses and wrote three blogs summarizing what they have to say.

Why did we ask? Because we care about quality leads. It’s what we do. We generate high quality leads, align sales and marketing, and drive revenue.

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Tags: Marketing Automation, Sales & Marketing Management

PowerOpinions: Making Lead Scoring a Success Part 2 [Expert Advice]

Posted by Dan McDade Jul 9, 2015 11:42:00 AM

We recently asked top industry experts the following question:

As we enter the second half of 2015, have companies made the adjustments necessary to utilize lead scoring or is the status quo killing results?

Why did we ask? Because it has become clear that marketing automation is making it easier than ever to generate poor quality leads. And sales is sick of it.

Here's the problem. Lead scoring models are:

  • Based on assumptions.
  • Contain inadequate sales input.
  • Overly weighted to arbitrary behavioral signals.

Furthermore, lead scoring teams frequently neglect to establish a baseline or make ongoing adjustments based on feedback and results.

So, we compiled the experts' responses and wrote three blogs that summarize what they have to say.

Here's part two.

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Tags: Marketing Automation, Sales & Marketing Management

PowerOpinions: Making Lead Scoring a Success Part 1 [Expert Advice]

Posted by Dan McDade Jul 7, 2015 12:18:00 PM

Marketing Automation makes it easier than ever to deliver more poor-quality leads to sales. A key to this trend is lead scoring. According to SiriusDecisions’ Research Brief1, the problem with lead scoring at many organizations is as follows:

  • Lead scoring models are based on assumptions or inadequate sales input.
  • The schematic is overly weighted to arbitrary behavioral signals.
  • The design team has failed to simulate output.
  • The lead scoring team has neglected to establish a baseline or make ongoing adjustments based on feedback and results.

My question to you and top industry experts is this: As we enter the second half of 2015, have companies made the adjustments necessary to utilize lead scoring or is the status quo killing results?

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Tags: Marketing Automation, Sales & Marketing Management

Status quo, you know, is Latin for 'the mess we're in.'

Posted by James Obermayer Jun 30, 2015 9:00:00 AM

This title is a quote from Ronald Reagan. The status quo—that marketing management doesn’t understand the definition of a qualified lead—is nothing new.

Here’s the problem

  • Salespeople consistently say that they do not get enough qualified leads.
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Tags: Lead Generation, Lead Qualification

Most Market Share Battles Are Lost, Not Won

Posted by James Obermayer Jun 23, 2015 9:00:00 AM

Casey Stengel said, “Most ball games are lost not won,” and his comment seems appropriate for most marketers’ efforts in B2B companies. Every day they are in the process of losing, and are grateful when they win one out of ten or one out of four deals.

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Tags: B2B Growth Strategy

The Quest for Good Leads: Are You Asking the Right Questions?

Posted by Dan McDade Jun 16, 2015 8:00:00 AM


What’s a good lead rate? How much should a lead cost?

These are questions stirring in the minds of executives everywhere. (Just google them.) The problem is they’re not so easy to answer; few have found success; and for that matter, are they even the right questions?

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Tags: Lead Qualification, Cost Per Lead

How to Set Your Outsourced Lead Generation Program Up for Success (pt 3)

Posted by Dan McDade Jun 5, 2015 9:00:00 AM

In the first 2 parts of this series we discussed the role of executives and best practices for planning and preparation when outsourcing your lead generation program. Now as we wrap up, we’ll address appropriate expectations for a program and two essential components for ongoing success: a shared lead definition and accountability between marketing and sales.

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Tags: Lead Generation

How to Set Your Outsourced Lead Generation Program Up for Success (pt 2)

Posted by Dan McDade Jun 2, 2015 8:30:00 AM

What makes some lead generation programs fail and others flourish? As an outsourced lead generation company we see a wide array of scenarios, which allows us to offer insight into what clients can do to maximize results. While it’s ultimately the vendor’s responsibility to execute the program, clients—whether they realize it or not—also play an integral role in the process. There are certain responsibilities specific to the client that can help make their program a success. A collaborative vendor-client relationship equals a win-win!

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Tags: Lead Generation