This title is a quote from Ronald Reagan. The status quo—that marketing management doesn’t understand the definition of a qualified lead—is nothing new.
Here’s the problem
- Salespeople consistently say that they do not get enough qualified leads.
- Qualified leads, according to sales, are based on criteria they understand but marketing is in the dark about.
- The result? Marketing tries to qualify a greater number of prospects.
- However, marketing is still asking the same questions and using the same processes; therefore, they continue to fail in the eyes of the salespeople.
How to Fix It in Six Simple Steps
- Travel with reps, listen and take notes.
Marketing management must travel with salespeople and listen to a few dozen sales presentations. What are the qualifying questions? Inside sales? Listen in on the phone calls. Listen to presentations at trade shows. Listen and take notes.
- Ask the reps.Listen and take notes. Survey the sales reps.
- Do the numbers.
- 75% of the qualification questions will be the same.
- The other 25% of the questions are product related.
- Get an agreement on a qualified lead.
Now marketing and sales know what a qualified lead is versus an uqualified prospect.
- Standardize the qualification questions.Use the same basic qualification questions in everything:
- All promotions
- Landing pages
- Business reply devices
- Contact us forms
- Telemarketing scripts
- CRM and marketing automation systems
Some questions will differ by product.
- Make a decision for lead distribution.Prospects who admit to a short time frame to buy go directly to reps; others may need to be further qualified.Of course, this depends on the size of your organization and the number of prospects that can be consumed by a sales rep each month.
- Too many and you waste your money unless you hire more reps.
- Too few and reps don’t make quota.
In summary, we have to say we agree with George Carlin who said, “The status quo sucks.”
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