Embarking on a sales lead generation project: What could go wrong?

Posted by Dan McDade

Find me on:
on Jul 19, 2017 1:51:01 PM

Lead Generation Featured Image

“What could derail this project?” a prospect asked me, following our discussion about PointClear’s lead generation, qualification and nurturing services. We had just finished talking about the importance of marketing and sales coming together to mutually define a lead prior to starting a lead generation program. We’d spent some time on the persistent yet professional cadence we employ. And we’d gone into some depth as to how our associates are all seasoned, degreed and sales trained.

My answer to his question? “This outbound teleprospecting project won’t succeed if management of the project is pushed down.” I went on to explain that if the program was delegated to a marketer who didn’t have experience in lead management it wouldn’t work. If the client manager didn’t understand our processes and how they impacted results, the program would fail. And if this person was hesitant about escalating issues for fear of appearing weak, the effort (and investment) would not be worthwhile.

It takes an accountable and confident manager to make decisions following initial testing (i.e. tweaking the message, segmenting the list, course correcting on timing). Just as important, it takes an engaged executive champion to stay on top of the program.

Just ask Jim Norton, SVP of QGenda, a 3x PointClear client who recently brought us in on his first day on a new job. He knows first-hand what it takes to succeed: “If you want quality results, PointClear is best-in-class and my go-to for lead generation, qualification and nurturing for over 10 years.”

Jim and our other long-term and repeat clients know that it takes a team to succeed at B2B lead generation. The PointClear team of associates, managers and analysts needs to work closely and collaboratively with our day-to-day client contact. And we need access to the buyer (usually the CMO or VP of Marketing or Sales) to keep things on track. (And to drive the leads needed to meet revenue goals.)

With that scenario, everyone wins.

I am open to your questions. Just ask!


Tell us what you think!

Topics: Lead Generation, Sales Process, B2B Sales, Lead Nurturing, Lead Management


Revenue - Inbound - Nurturing = The GAP. We guarantee you'll be surprised by your actual metrics. Try our Lead Revenue Calculator
Get the Calculator

filter blog posts

  • Search

Top 5 posts

How Much Leads Cost

 

I review a lot of content on this topic and am amazed at what I find written about lead cost. For example:

What Percent of Leads Should Sales Close?

The answer to this question is a lot more complicated than it looks. There are many factors that impact the percent of leads..

What Should the Sales Close Rate Be?

I’ve read and heard (from a well-known industry analyst firm) that best-in-class companies close 30% of sales qualified leads..

What is a Lead Generation Company?

You probably receive countless calls or emails from lead generation companies promising you a full pipeline of qualified..

What is the Minimum Acceptable Close Rate on Sales Leads?

 

I posted a question on LinkedIn's Sales and Marketing VP's Group and the results have been fascinating. First, here is the..