Lead qualification - resolving the sales and marketing conflict

Copyrights: Reach1to1 Technologies Pvt. Ltd.Copyrights: Reach1to1 Technologies Pvt. Ltd.

Lead Qualification:

Resolving the conflict between Sales and Marketing

Biggest Sales Challenge: High Quality Leads

What are “High Quality” leads?

“Most companies lack a clear definition of a sales lead – that is their sales and marketing departments don’t agree

on a universal lead definition.”

- Brian Carrol

Universal Lead Definition

Can sales and marketing agree on a common definition of a “high quality” lead?

How do sales and marketing look at leads?

How do leads determine the performance of marketing and sales?

Leads Generated

Marketing Perspective

PrintAds

Events&

Exhibitions

PromotionalActivities

TV Commercials

ROI = Number of Leads GeneratedMarketing Spend

MarketingSpend

Marketing Perspective

To Maximize ROI:

Lax Qualification Criteria!

Max (Leads Generated)= Lax Qualification Criteria

Sales Revenue Generated

Limited Time

Competition

Complex Buying Process

ValueConverted

Sales Orders x Order ValueSales Target

PeriodicSales Target

Conversion Ratio

Sales Orders GeneratedLeads + Opportunities For the

current target period

Leads Generated

ExistingOpportunities

Sales Perspective

To Maintain Conversion Ratio

+ Maximize Value Converted:

Strict Qualification Criteria!

Max (Sales Revenue) = Max (Qualification Criteria)

Conflict Cloud

Lax Qualification CriteriaMaximize number of leads

Strict Qualification Criteria• Maintain Conversion Ratio• Maximize Value Converted

Ensure high sales

volume

Sales Team

Marketing Team

Conflict

The Process Disconnect

Marketing Funnel Sales Funnel

LeadsGeneratedTarget Market Opportunities Orders

Confirmed

Implications of satisfying marketing needs

LeadsGeneratedTarget Market

Lax Qualification

OrdersConfirmed

Overload

Lowerconversion

Sales Funnel

Lowervalue

converted

Marketing Funnel

Implications of satisfying sales needs

Sales Funnel

LeadsGeneratedTarget Market

OrdersConfirmed

Stricter lead definition

Lost opportunities

Reduced ROI

Hence,marketing and sales cannot agree on

a universal lead definition

Resolving the Conflict

Underlying Assumptions

1. Lead Qualification has to be doneeither by marketing or by sales!

2. Leads that are not qualified need to be dropped out of the funnel!

Invalid Assumptions!

1. Lead Qualification has to be doneeither by marketing or by sales!

Introduce a separate, lower costLead Qualification team

Invalid Assumptions

2. Leads that are not qualified need to be dropped out of the funnel!

Nurture the leads that do not qualify in a CRM process

LeadsGeneratedTarget Market Orders

ConfirmedQualified

Low-cost qualification / nurturing

process

Breaking the Conflict

Nurture Leads

LeadQualification

Criteria

SalesFunnel

QualifiedLeads

Leads Generated

Lead Qualification Process

Non-QualifiedLeads

NurturingProcess

Nurturing Process

NurtureMarketing

LeadQualification

Process

CaptureResponses

BuyerProfiles

Thank You

Ashutosh Bijoor+91-22-4206-1244ashutosh@reach1to1.comhttp://www.reach1to1.com

Lead qualification - resolving the sales and marketing conflict

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