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ViewPoint | The Truth About Lead Generation

The Why, What & How of a Lead-to-Revenue Assessment, Part 2 - The How

Posted by Pam Hege Aug 20, 2015 9:30:00 AM

In part one, I provided insight into the why and what of a lead-to-revenue assessment. I challenged marketing and sales leadership involved in 2016 planning to pause and consider conducting the assessment before making any decisions for next year.

If you paused but just aren’t sure where to start, the following will provide some tips on how to move forward.

Your assessment should identify weaknesses and gaps in seven key components of your flow. These include:

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Tags: Marketing & Sales Alignment

The Why, What & How of a Lead-to-Revenue Assessment, Part 1 - The Why & What

Posted by Pam Hege Aug 18, 2015 9:00:00 AM

In today’s B2B companies, marketing and sales alignment is critical to success. Proper alignment is the result of a documented, effective, efficient and measurable process for capturing, engaging, nurturing, managing and converting leads into customers.

Unfortunately, few B2B organizations focus on creating, implementing and executing a defined marketing and sales process. Instead, they embrace trendy marketing and sales concepts, ever-evolving marketing channels and the promise of technology to deliver the revenue results they need to grow. When they start falling short on conversions or missing revenue, they simply treat the symptoms of a misaligned or broken lead-to-revenue process—more leads, more sales people, more technology.

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Tags: Marketing & Sales Alignment

Follow the Money: The Primary Responsibility for CMOs

Posted by James Obermayer Aug 11, 2015 11:05:00 AM

The term ‘follow the money’ was made famous in the 1976 drama documentary All the Presidents Men, and has been used variously as the basis of journalistic articles ever since. Its purpose is to follow the money trail to get to the root cause of an issue.

It happens also to be one of the four primary duties for Chief Marketing Officers. However, if you have ‘Marketing’ in your title, regardless of what it’s attached to, these are your ultimate responsibilities, and ‘following the money’ is the subsequent proof of your existence. Your duties are:

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Tags: Marketing ROI, Sales & Marketing Management

"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