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5. Project Management and Process Design
Now that we have done all the planning, a clear project management roadmap must be set in place in order to manage the multiple steps of a lead generation campaign. The Result Source’s multi-step Sales Phase Methodology gives a powerful management tool to help senior management improve their decision-making capabilities and sales forecasting. You will be able to articulate where leads are in the sales pipeline and the type of lead that they are. Standardized Lead Definitions will be created and used in the process giving improvements to decision-making capabilities and sales forecasting. The result is a consistent sales process and improved tracking and management of the pipeline. The key to a successful sales organization is skilled people working with a systematic process or methodology that is designed to produce quality results. a) Sales Phase Methodology The Result Source uses a six-step Sales Phase Methodology to describe the lead generation funnel. Lead Generation Phase – Prospect Identified Phase 1 – Prospect Identified But No Marketing Identified Phase 2 – Marketing Tactics Have Been Initiated (email, direct-mail, telephone, etc.) Opportunity Generation – Prospect Qualification Process Phase 3 – Disqualified – take out of marketing database Phase 4 – No Current Interest – move into lead nurturing program Phase 5 – Future Need – opportunity identified for future date Phase 6 – Immediate Qualified opportunity b) Lead Qualification The process of lead qualification is fundamental to any lead generation effort regardless of the particular tactics being using to generate interest. The process of lead qualification is the only way to separate inquires from sales ready leads. In other words, who are viable prospects and who are just kicking tires? Lead qualification focuses on rating inquiries based on their relative readiness to be passed along to sales. Deciding when a lead is sales ready should be based on a mutual agreement between marketing and sales. c) Multi-Step, Integrated Marketing Programs Defined and Automated In order to maximize the effectiveness of the telephone prospecting program, it should have components before and after the initial telephone call to support the introduction of your company to the prospect. We design programs with multiple steps (email, direct mail, etc.) before the cold-call to introduce ourselves and help us get past gatekeepers. d) Lead Nurturing Process Design Lead wastage is one of the biggest money wasters of most lead generation programs. Direct marketing statistics show that only 2%-10% of people purchase on first contact with a company, but up to 30% will purchase within the next 24 months if we keep in touch with them. Key components in designing a lead nurturing plan are:
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