Six Best Practices To Consider When Choosing a Trusted Partner
In 2015, the sales funnel is under assault. No longer is it adequate to pour a bunch of unqualified leads – business cards, napkin scraps, pink-sheeted phone messages – into the top and to expect a steady stream of sales to drip from the bottom.
Technology has turned the funnel into a James Cameron-directed version of its former self – connected via online link to a multitude of data streams that pulse information through its core – constantly working and evolving.
It’s little wonder that a recent survey of CMOs found that 57 percent felt their existing lead generation processes were not up to today’s standards. Trying to stay current -- while ensuring alignment with best practices, and amid rising expectations of plugged-in sales teams – requires specialized expertise.
Fortunately, you don’t have to go it alone – as with many marketing disciplines, there are a growing number of trusted partners to whom you can outsource your lead generation process. By doing so, you’ll gain fractional ownership of a completely managed lead generation solution that incorporates the optimal blend of people, technology, and best practices.
Consider the systems and productivity needed to equal that of a specialist – the typical mid-market inside sales team is likely making 35 or fewer dials per day, while a trained outsourced specialist can deliver almost triple. Why? They have established processes supported by technology, metrics and the coaching in place to do so.
While this might seem like pretty straightforward advice, over the years, I’ve learned many of these lessons the hard way. Hopefully, this list I’ve compiled will help you deliver the quality sales ready leads to achieve your revenue growth targets.
When choosing a lead generation partner:
- Industry or SIC code
- Firmographics (revenue, # of employees, # of locations)
- Identification of decision makers and influencers
- Documentation of environment
- Validation of business issues/opportunities
- Decision making process and timeframe
- Documentation of allocated budget allocated or the process for budgeting
- Documentation of the competitive landscape
- Sense of urgency or a compelling event
With a partner to take on the burden and accountability for lead generation results, your internal team will have a renewed ability to focus on content strategy and assurance of a closed-loop feedback process with sales and partner stakeholders. By following these steps, you’ll find that the funnel you’ve built is up to the demands of today’s market forces – and able to drive the continuous improvement needed in your competitive environment.
Karen is a Silicon Valley-based CMO with Chief Outsiders who supports CEOs and their leadership teams, helping them take their game to the next level by building strategic programs that accelerate revenue. Her experience spans both executive sales and marketing across small, mid and enterprise companies and brings over a decade of experience in Cloud Computing Platforms. Follow Karen at @HaywardKG, call her at 650-823-4292, or write firstname.lastname@example.org.