Welcome to the February 2013 issue of the First Friday Report.
In sales and marketing we are all looking for ways to generate more leads. It's likely a daily discussion for most of us, but have you ever considered that your sales reps need fewer leads—or more accurately, fewer raw, unfiltered, unqualified leads. Sales reps need leads that have been carefully qualified, properly and consistently nurtured and appropriately developed increasing the likelihood of a completed sale.
We have a software client whose marketing representative proudly stated that they had driven 9,000 leads to sales the prior twelve months. The VP of Sales, however, expressed that he had received “zero leads.” So we ran some tests and found that inbound leads from one particular source were netting one qualified lead per 100 raw leads generated. What chance do you think there is that a busy sales rep would follow-up on 100 raw leads to generate one qualified lead? Your answer should be zero to none.