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 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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For almost 10 years PointClear has tracked lead generation rates against the GDP (Gross Domestic Product) and looked for trends. The information displayed below represents close to 6,000,000 touches (phone, voicemail, email), and the trends are easy to spot.
GDP dips in Q3 of 2001 and Q2 of 2008 - Q1 of 2009 have been followed by steep declines in the percent of leads created. Increases in GDP are generally followed by increases in the percent of leads generated.
While the significant increase in Q4 2009 GDP has been partially explained by inventory restocking, the increase is significant AND it appears that unless we hit a bump in the road, lead rates will return to more historically consistent levels (roughly 10 percent rather than the depressed rates we have suffered through since the end of 2007).
What does this mean? Historically it has meant that planning windows extend beyond a short-term only, crisis driven environment (the one we have experienced for the past couple of years). Businesses will be more inclined to discuss projects that are in planning and longer term. If those opportunities are nurtured and approached by sales correctly, they will yield both short-term and long-term revenue. This will happen both because the financial markets will loosen up and because businesses will identify critical needs requiring capital investment. Whether you believe that will happen in '10 or '11, it will happen and now is the time to capitalize on it!
If you have thoughts or suggestions about the analysis or data, I hope you will let me know.
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