Easy Steps to Convert 2X More Deals with Lead ManagementIncrease Lead Quality, Lead Quantity, and Conversion in 30 days or less.

by Gabriel Buck

Agenda

Introduction

Best Practices

• Increase Lead Quality, Quantity, & Conversion

Customer Success

Resources Review

Focus: Created to solve a very specific problem with how leads are managed from marketing to the field, agents, sales leaders, call centers, and franchisees.

Results: Increased lead quality, increased lead quantity, and lead conversion.

What are the Most Important Objectives for Your Lead Generation Strategy?

Improve the QUALITY of leads generated

Increase the QUANTITY of leads generated

Increase CONVERSION rate of leads generated

Source: Marketing Advocate in partnership with Ascend2

Where is the pain?

Not Enough Quality Leads

“How do we get more good leads?”

Not Enough Transparency

“How are the leads really performing across marketing channels and sales teams?”

There is a big difference between what a CRM system can do and a lead management solution

Poor Alignment with Sales

“What is sales doing to ensure the leads we acquire are maximized, nurtured, followed up with?”

Before we can tackle the solution, we must understand the problem most corporations face, regarding lead generation.

3 Cornerstones to Success

Increase Lead Quantity by Integrating all Marketing Channels

Integrate all marketing channels that drive leads

Increase Lead Quality by Implementing Best Practices

Remove bad leads, identify high quality leads, and move them through a predictable sales process.

Increase Conversion by Implementing Automation

Optimize lead flow by utilizing automated routing of leads for both inbound and outbound sales activity.

1. Increase Lead Quality

AverageExcellent

Poor

Align Sales and Marketing - Checklist

Problem: Poor Alignment

Sales and Marketing should work together and identify all offline and online

lead channels

What Qualifies as a Good Lead? (Interest, Intent, Ready)

Define KPI’s

Establish a CPA (Cost Per Application) or Cost to Convert

Identify Contact Time (How Fast Before a Prospect Moves On)

Identify how many times a lead needs to be contacted for optimal

results

Integrate all Marketing Channels

Live Call Transfers

Offline / Inbound

Online / Outbound

Direct Mail

800 Vanity Number - IVR

CPC, SEO, Email

Websites and Landing Pages

3rd Party Lead Sources

Integration is a necessity to gain transparency

Reporting Transparency

Marketing and Lead Performance

Campaign ROI Google, CPC Quality

Lead Source ROI

Third Party Lead Sources Quality

Lead Penetration Contact Attempts Quality

Call Center Gaps Opportunities Quality

Contact Time How Fast QualityReal-time reports that pinpoint the gaps in performance help marketing leaders pull the levers and improve lead quality.

Reporting Speed

Reporting Performance

Scoreboard Reports 2-3 Seconds

Dashboard 2-3 Seconds

Grid Reports 3-10 Seconds

Cloud hosting with Microsoft Azure, improves reporting performance to allow large data queries. These reports help marketing and sales teams improve with actionable and meaningful data.

2. Increase Lead Quantity

Align Sales and Marketing - Checklist

KPI’s should include salesperson & lead source performance

As we scale, ensure leads are performing by looking at the right reports.

Often leads are neglected when sales teams grow. Scaling efforts must be

aligned with lead quantity and lead ROI.

Can you handle scale? Do we have enough salespeople?

Quantity and Quality are dependent on one another. If you have high lead

quality but not enough leads, or high quantity of leads that are poor in

quality you have the same problem.

Implement Best Practices

Best Practices

Lead Penetration Are we calling leads at the optimal rate?

Sales Gaps Are we staffed in peak times?

Contact Time How fast are we getting to leads?

Lead Returns Are we removing bad leads?

3. Increase Lead Conversion

Quick Stats 30% Reduction in Lead Cost66% Improvement in Sales

Efficiency20% Improvement in Closed Deals200% improvement in Salesperson

Activity3-10 Second Lead Response TimeReal results from customers who

implemented a lead management solution.

Align Sales and Marketing

Be open to changing the process – the old way of doing things isn’t working.

Integrate marketing suites (email, social)

Provide easy-to-use tools (nurture, phones)

Make it fun (gamification, reward)

Salespeople are $ motivated

Salespeople want a simple sales process

Salespeople want a repeatable sales

process

Great Salespeople want more at bats

Changing The Process

We have worked with over 10,000 salespeople and we know they are share common interests. The software they use should be designed to work with their strengths not their weakness.

Implement Sales Best Practices

Stop the PushLeads have an expiration date

Leads are an asset that loses value over

Time

Leads Should be Contacted

Immediately

Pushing leads means giving each lead to a salesperson and hoping they call it more than 2-3 times. We know

this does not work.

Sales Challenge

Salespeople historically do not follow up on the leads they are

provided

80%of salespeople give

upby the second call

attempt

70%of deals close on the

third or fourth call attempt

Implement Sales Best Practices

Start the Pull

Use the 80/20 Rule

Increase Healthy Competition

Reward with Higher Compensation“You don’t have to outrun the bear, you just have to outrun your friends.” — Some Wise Guy

Pull, is a system that allows your best sales performers to have access to more leads. This system is easier to manage, will improve contact rates, sales performance and team moral.

Sales Reporting Transparency

Lead Conversion

Sales Efficiency Dials, Closed, Rate

Most Inbound and Outbound Calls

Some are better at outbound vs. inbound

Most Conversions By Source – This matters

Activity What are they spending time on? Nurture

Nurture Conversion Automated email stats

Pull, needs reports that are front and center so that salespeople see their results in real-time. This type of reporting reinforces the behavior you want to improve.

Customer Success

An increase in total sales applications

by 20%A decrease in cost per

leadby 30%

An increase in sales person

efficiency by 66%

Doubled sales head count in less than

60 day’sImproved sales

results by double digits

Resources and Next Steps

Case Study:

Case Study:

Visit: www.clickpointsoftware.com

Email: gabe@clickpointsoftware.com

Call Us: 602-422-9889