Lead qualification - resolving the sales and marketing conflict

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

Lead Qualification:

Resolving the conflict between Sales and Marketing

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Biggest Sales Challenge: High Quality Leads

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What are “High Quality” leads?

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“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

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

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How do sales and marketing look at leads?

OR

How do leads determine the performance of marketing and sales?

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Leads Generated

Marketing Perspective

PrintAds

Events&

Exhibitions

EDMs

PromotionalActivities

TV Commercials

ROI = Number of Leads GeneratedMarketing Spend

MarketingSpend

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Marketing Perspective

To Maximize ROI:

Lax Qualification Criteria!

Max (Leads Generated)= Lax Qualification Criteria

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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

=

=

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Sales Perspective

To Maintain Conversion Ratio

+ Maximize Value Converted:

Strict Qualification Criteria!

Max (Sales Revenue) = Max (Qualification Criteria)

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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

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The Process Disconnect

Marketing Funnel Sales Funnel

LeadsGeneratedTarget Market Opportunities Orders

Confirmed

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Implications of satisfying marketing needs


LeadsGeneratedTarget Market

Lax Qualification

OrdersConfirmed

Overload

Lowerconversion

ratio

Sales Funnel

Lowervalue

converted

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Marketing Funnel

Implications of satisfying sales needs

Sales Funnel

LeadsGeneratedTarget Market

OrdersConfirmed

Stricter lead definition

Lost opportunities

Reduced ROI

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Hence,marketing and sales cannot agree on

a universal lead definition

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Resolving the Conflict

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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!

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Invalid Assumptions!

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

Introduce a separate, lower costLead Qualification team

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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

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LeadsGeneratedTarget Market Orders

ConfirmedQualified

Leads

Low-cost qualification / nurturing

process

Breaking the Conflict

Nurture Leads

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LeadQualification

Criteria

SalesFunnel

QualifiedLeads

Leads Generated

Lead Qualification Process

Non-QualifiedLeads

NurturingProcess

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Nurturing Process

NurtureMarketing

LeadQualification

Process

CaptureResponses

BuyerProfiles

CRM

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Thank You

Ashutosh [email protected]://www.reach1to1.com

mailto:[email protected]

Documents

Lead qualification - resolving the sales and marketing conflict