A key issue we regularly observe in sales and marketing teams is a distinct lack of alignment when it comes to what each team is expecting to gain from a lead generation campaign. A silo approach, whereby marketing are tasked to find leads in volume, but sales feel that the quality of leads is poor, will result in a breakdown of the sales cycle. This in turn affects the value of pipeline delivered…
The use of telemarketing to generate highly qualified leads for technology solutions is no doubt a mature, established approach to lead generation. True, it’s never been the coolest part of the marketing mix [that crown used to go to creative and now sits with social media] and yet it has the ability to achieve very high, demonstrable returns. With nearly 20 years of experience executing telemarketing lead generation programs for technology vendors, packed with natural evolution and plenty of innovation, we thought we’d share our top tips for ‘how to be a lead generation champion’. Follow these tips and you’ll run successful lead gen programs every time:
A CEO of a software vendor I once worked for once said, when discussing Lead Generation: “Until we get an order, all we’ve done is spend money”. On the face of it, that seems like a pessimistic view, but actually it is very insightful. Every lead is a cost centre that only ceases to be so when it is turned into revenue. If this view is truly embraced by an organisation, the end-to-end process from selecting target data, generating the lead through to pitching and winning the business becomes much more strategic. And if you get the fundamentals right, you can enjoy a much better return not just on your marketing investment but on your sales investment too, whilst competitors are left chasing their tails.
Sales and marketing directors may be reluctant to relinquish control when outsourcing business critical functions like inside sales. Is it really possible for an external agency to know enough about your organisation to deliver an inside sales job effectively? The reality is that in many cases, they can do just that and they can even improve your bottom line. However, just like insourcing, outsourcing requires best practice to make it work well. Below are some top tips for integrating your outsourced inside sales team so that it performs like a well-oiled part of your business.
IT marketing is aligning ever more closely with sales in an effort to generate measurable results. The criteria for measuring marketing success have changed significantly over the decades. In the past, marketing was dominated by advertising, creative, and big discretionary budgets that were measured in cost per impression. More recently, Direct Marketing began to dominate and cost per response, or cost per lead, became a de facto measurement criteria.