ViewPoint | The Truth About Lead Generation is a blog exploring issues related to B2B sales, marketing and lead generation.
Authored by Dan McDade, president and CEO of PointClear, ViewPoint draws on his 20-plus years of experience helping companies develop prospects and drive revenues. Named one of the 50 most influential people in sales lead management in 2009 and 2010 by the Sales Lead Management Association, Dan offers insights into how to close the gap between marketing and sales and explorations on the most effective means of reaching target audiences—supported by real-world examples—Dan fosters productive thought and collaboration among executives.
PointClear immediately stood out from the pack due to strong references and the quality of its prospect development associates.
-Angela Bailey, Ingenix, a wholly owned subsidiary of UnitedHealth Group
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Everybody, it seems, wants more high quality leads and this demand is driving marketing buyers toward solutions that just aren't working. Whether attracted to pay-for-performance (what I call pay for failure) or bait and switch (low base rate programs that end up costing a mint after all costs are loaded on), the frenzy is on and will undoubtedly end up like the tulip crash in 1637.
Before you jump on board, consider the following:
Which of these scenarios are you interested in:
1. Your market is "creamed" and your sales reps are sent leads prequalified as lightly as possible so that the provider gets paid as much as possible. Meanwhile, the low base rate you thought you were paying has just increased by 35%. You wouldn't want poor customer service, would you? Each and every one of their reports is custom—and expensive... 2. Compare that to a partnership where both the client and the provider/partner are aligned. Of course generating leads and increasing revenue are primary objectives. However, what about weeding out those names on your lists that are absolute garbage (you will never identify them and weed them out with scenario #1). What about companies that are fully qualified (type, size, vertical, environment...) but just not sales-ready? If 30 - 40% of the average list contains qualified companies with no immediate interest—but that same list is a great source of future opportunity, wouldn't you want to know that AND stay in front of that market until ready-buyers are produced? Of course!
1. Your market is "creamed" and your sales reps are sent leads prequalified as lightly as possible so that the provider gets paid as much as possible. Meanwhile, the low base rate you thought you were paying has just increased by 35%. You wouldn't want poor customer service, would you? Each and every one of their reports is custom—and expensive...
2. Compare that to a partnership where both the client and the provider/partner are aligned. Of course generating leads and increasing revenue are primary objectives. However, what about weeding out those names on your lists that are absolute garbage (you will never identify them and weed them out with scenario #1). What about companies that are fully qualified (type, size, vertical, environment...) but just not sales-ready? If 30 - 40% of the average list contains qualified companies with no immediate interest—but that same list is a great source of future opportunity, wouldn't you want to know that AND stay in front of that market until ready-buyers are produced? Of course!
Do you want high quality leads from a best in class provider/partner or an argument about how this low-level lead really does or does not meet the qualifying criteria?
For more information about quality Prospect Development:
Prospect Development | Business Case
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