Redefine & Validate Your Definition of a Quality Telemarketing Lead
Posted on Dec 7, 2010 by Kathy Rizzo, Vice President of Sales and Marketing
As we near the start of the new calendar year, it’s a good time to evaluate your lead definitions to ensure you’re continually providing the “right” types of leads to your Sales team in order to positively impact pipeline. I recommend the following two actions:
- Revisit Your Definition with Sales: It’s important to periodically ask for your Sales team’s feedback on your lead quality definition. This definition should go beyond “B.A.N.T” criteria (budget, authority, need and timeframe) to also delve into the information that is most valuable to the Sales follow-up process – this may include specific information on current infrastructure, competitive landscaping, decision-making steps, etc. Periodically reviewing with Sales the type and depth of information contained on your leads is advisable to ensure you’re continually meeting their changing needs
- Validate Through Analysis: Examine your “won” and “dead” leads from 2010. Look for any trends which indicate what characteristics (revenue size, industry, product interest, title of contact, etc) were more or less likely to make it through the sales process. Once you’ve completed the analysis, compare your results with your lead definitions in order to determine if additional tweaks are necessary.
Proactively redefining and validating your definition of a Quality Lead will positively impact your lead conversion in 2011.
Tagged: lead generation, targeted lead generation, lead nurturing, telemarketing lead generation, lead generation telemarketing, telemarketing sales leads, telemarketing leads
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