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Effective lead generation can turbo charge your sales efforts. This client faced a gap in quota attainment but more importantly it was impacting their valuation as they sought a buyer for the business. A new lead generation approach helped them get to the number fast. A presentation by Sales Benchmark Index.
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Lead Generation
How Do I Make My Number Fast?
Website Email Phone
www.salesbenchmarkindex.com [email protected] 1-888-556-7338
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The Situation• $75M Distribution Software Co. faces:– Shortfall in sales goals attainment– High cost of sales relative to result– Sales impacting potential valuation of
company (actively seeking a buyer)• Sales Leader wants to:– Close sales gap quickly– Increase selling time & closed deals by
reducing sales force led prospecting efforts
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What Did Not Work• Outsourced lead generation and
appointment setting services• SPIFFs for number of leads added per
month by sales people• Call blitz days by Lead Development team
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What Did Work• Lead Generation Assessment:• Interviews, Surveys• Field and Lead Development team
observation• Benchmarks
• Targeted top of the funnel goal• Developed inbound marketing function• Leveraged Marketing Automation for lead
scoring, grading, nurturing• Route sales ready leads to inside and
outside sales
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Assessment GAP Analysis (Extract)• Target Impressions determined (243K/quarter)
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Assessment – Lead Process Review
•Complicated manual rating system (A through D, N, O)•Varied guidance on rating threshold to route to sales•Each sales manager defines their own•Requires committed LD resource per region
•Sporadic review by LDR Manager•Lead rejection rate 35% compared to best in class 4%
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Assessment Benchmark (Extract)
World ClassBenchmark Avg dials per month perLD Rep = 2100
LDR dialing activities need optimization and better messaging
Less Leads in 2009 than 2010 despite higher call volume
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Assessment Benchmark (Extract)Inability to track conversion rates through the funnel
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Assessment Benchmark (Extract)•Lead to pipe ratio of 38% is below best in class ratio of 58%
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New Lead Management Process
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New Lead Scoring (Extract)•Automated scoring:• Increases LDR productivity• Replaces subjective ratings
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The ResultMetric Before AfterSales Quota Attainment
79% 108%
Lead rejection rate 35% 9%LDR dials/month 1800 2020Lead to Pipe % 38% 58%
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Learn More
Contact us to hear the rest of the story...
Email - [email protected]
Phone - 1-888-556-7338
Web: http://www.salesbenchmarkindex.com
