Lead management

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Transcript of Lead management

  • 1.

2. Seminar 3. 4. What Is Lead Management?

  • One definition of lead management is:
  • Lead acquisition / data capture
  • Data cleansing and lead import
  • Lead distribution
  • Lead enrichment, scoring, and
  • prioritization
  • Lead qualification
  • and conversion / lead cultivation

5. Salesforce Lead Management

  • Track " lead source " and " lead type ".This allows them to report on effectiveness by the channel and the offer.
  • Create detailed information to help sales
  • follow-upfrom the campaign.
  • Assign leadsbased on open capacity.( rewarding the most efficient reps with the most leads)
  • Adjust leadnurturing based on lead source( lead types show deeper engagement, and which are most likely to close)

6. Contd

  • Define leadstatus values to your team.
  • Inquiries fromcurrent customersare still leads.
  • Reporton lead inactivity.

7.

  • lead fortune Cookie?

:Tocookie ! 8. Startling Facts About Leads

  • 87% are never effectively followed up on
  • 76% of sales people view leads as cold calls
  • 43% of prospective buyers receive information after they have made a buying decision
  • 10% of exhibitors use any organized form of post-show measurement

9. Determining the REAL Costof Poor Lead Management

  • Cost Per Lead :
      • Total Show Spend/# Leads
      • Ex.75,000 / 150 Leads =500 per lead
  • Lost Revenue Opportunity :
      • Average Sale Amount x # Lead Conversion %
      • Ex.25,000 x (150 leads x .25% = 38) = 950,000
  • Brand Perception :
      • How does not following up impact your companys brand perceptions in the market?
      • Time loss-since time is Money.

10. The ExhibitingROI Truth

  • If you are ever going to produce a financial ROI,it is hidden in your leads.

11. Why is this happening?

  • Marketing and Sales disconnect
  • Perceived quality of leads
  • Lack of exhibit staff training
      • 86% of booth staff have never received one single hour of professional training on how to work an exhibit
  • Lack of clarity on what a lead really is
  • Lack of a Closed-Loop lead management system

12. The Closed-LoopLead Management Process 13. Keys to a Closed LoopLead Management Process

  • Capturethe highest quality leads
  • EfficientlyRouteleads to the right people for fast follow-up
  • Provide an easy method for lead recipients toReportprogress and sales conversion

14. Improving LeadCAPTURE Process

  • What Is andIsnta Lead
    • Personal Interaction
    • Qualifying Questions Asked
    • Answers Documented
    • Next Step Identified
    • & Agreed On by Visitor

15. 2.Set a Realistic LeadGoal Exhibit Activity Level

    • # of exhibiting hours 25
    • # of booth staffx4
    • total staff hours100
    • interactions/hr/stafferx4
    • total target interactions400
    • % of visitors to lead .25
    • Lead goal 100

16. 3.What Information does salesWant to Capture to Qualify Leads

  • Project/Application/Need
  • Requirements or Specifications
  • Product Interest & Level
  • Buying Role
  • Budget
  • Timeframe
  • Decision Team
  • Other?

17. 4. Develop Specific Priority Codes 18. 5.Create an Effective Capture Device

    • Paper: Business cards, lead form
    • Electronic: Rent system,
    • Universal capture system
    • lead from a referral program
  • Considerations :
    • Attendee Interaction
    • Efficiency
    • Accuracy
    • Security
    • Cost

19. Contd

  • Train Your Staff
    • Reason for the system
    • Accountability
    • Hands-on Role playing
    • Kick off with contests
  • Assign a Lead Captain
    • Collection device
    • Monitor Goals vs Actual
    • Acknowledge & Corrections
    • Entry into CRM Routing

20. Improving Lead ROUTING Process

  • Only Route Qualified Leads
  • Do it FAST
  • Include All Relevant Data
  • Use Your CRM system, a web
  • based system, or
  • email a spreadsheet

21. Improving Lead Reporting Process

  • E nd of Shift Lead Review
  • C lose of Show Report
    • Number of leads captured versus goal
    • Cost Per lead
    • Number and % by priority code
  • C reate Culture of Reporting
    • We captured the info you asked for
    • Communicate Cost Per Lead
    • Cc their Manager
    • Use Contest to Kick-off

22. Contd

  • M ake it Easy
    • Provide basic info
    • Ask for last contact date, next contact date, stage of sales cycle, projected dollar amount and probability of sale
  • F ollow-up on target report dates
  • N otify the team of progress and results
  • R ecognize and reward performers

23. Lead management at a glance