In the Marketo blog, they recently published an interview and video with Carlos of the Annuitas Group, where he sat down with Jon Miller of Marketo. I was struck by something Carlos said and wish to share it here.
The three things Carlos recommends to someone getting started with lead management include:
- Conducting an audit. Where are you today as an organization? Regardless of what you think, your organization might have some good processes in place. Go though your lead management steps and determine where you are with you data, lead planning, metrics, etc. Figure out what the quickest wins will be.
Editor’s note: We could not agree more with Carlos. You simply must start with an audit of where you are today. We offer a service called the Lead Generation Assessment, which is a lead management audit and cost only $4,995 plus expenses. Click the underlined words to learn more.
- Figuring out (with sales) the definitions of each buying cycle. Figure out between marketing and sales definitions such as a marketing qualified lead. Create these definitions and then you can put together a qualification model.
- Doing some kind of lead nurturing. The statistics from MarketingSherpa include that 50% of buyers aren’t in a buying mode when they first engage, so lead nurturing is a must.
Editors note: We also agree on the need to do some kind of a lead nurturing.This why we offer the free “cheat sheet” (no registration) 7 Keys to Successful Lead Nurturing. Download it, read it and you’ll quickly be on your way.
What do you think? We love comments and our subscribers.
Jeff Ogden is President of the B2B lead generation consultancy, Find New Customers. We help companies with between 150 and 5,000 employees who sell complex products to businesses to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like Find New Customers.