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When organizations examine the process they use to obtain qualified leads, most learn that they expend a great deal of activity – time, money, and resources – but generally fail to achieve the hoped-for return. Demand creation and appointment setting programs typically produce an abundance of inbound calls, contact names, and various lists, which are then passed through a black hole to the sales database, where they remain indefinitely. There are many reasons for the gaps between sales and marketing. None is more costly to your company than spending marketing dollars generating what appear to be “qualified leads” but are not really good prospects at all, like those generated by popular programs like appointment setting.
Avoiding Appointment Setting and Other Shortcuts
“Qualified Leads, Appointment Setting and Grandfalloons” provides recommendations on obtaining the deals you have been after, while avoiding the temptation of using shortcuts that in the end fail to deliver real leads. The process of identifying good, solid leads is one of the most important to your business. That’s why using well-intentioned but faulty techniques, such as setting objectives based on the number and cost of each lead, or creating leads by appearance only through appointment setting, usually fall short. Instead, we offer proven recommendations that are certain to help your organization move forward in generating qualified leads – not phantom prospects.
Click here to download the entire article and learn how to obtain qualified leads as well as how to avoid the tempting shortcuts that can’t deliver ready-buyer opportunities.
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