but rather what defines a lead itself.

fertieg95

This entry was posted on Monday, October 4th, 2010 at 3:13 pm and is filed under Lead Generation, Lead Management Automation. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.
Step one in getting your lead generation process moving in the right direction; therefore, must begin with the right definition of a lead.

One of the largest and most frequent problems that plague the sales and marketing relationship is the quality and quantity of leads.? Tomes have been dedicated to the subject and some very smart consultants make a lot of coin advising on it.?? Yet, the results are still very hit or miss.? The problem is that people have been trying to solve the wrong problem.
The real issue isn’t what defines a “qualified” lead, but rather what defines a lead itself.? Nearly everyone defines a lead as a person.? It’s someone you’ve just met who you hope will mature into a customer.? A lead can linger on in your database for months if not years.? If this is how you define a lead,[link widoczny dla zalogowanych], let me stop you right there to say you’ve got it wrong!
Defining a lead in this manner addresses the sales and marketing relationship in two ways.? First, it gets marketing thinking like sales.? Injecting this notion of an “expression of interest” gets marketing focusing on the things important to the customer,[link widoczny dla zalogowanych], and why they will buy as opposed to a raw count of bodies.? Second, it brings standardization and repetition to the qualification process.? Never confuse the inside sales team with highly paid, external sales professionals.? Reducing their scope and funneling the outcomes will drive consistency and performance.
Tags: Lead Generation
A lead isn’t a person.? A lead is an expression of interest at a specific point in time.? Think about what that means.? We are all complex people and engage with brands every day.? Our motivations for engaging at any point of time can shift and vary.? It’s these motivations that drive what and why we buy.? Remember, people buy things to solve problems.? The same is true in our personal as in our professional lives.? It’s key,[link widoczny dla zalogowanych], therefore, for brands to hone in on what’s motivating the engagement and seize on the immediate, relevant pain.

Takeaways:
- A lead is NOT a person
- A lead IS an expression of interest in time