The Sales group complains that they don't get enough leads and the leads they do get are worthless. The Marketing team says that Sales doesn't follow up the leads they give them so how can they say they don't have enough. The teams can't agree on what a "real" lead is and the problem only compounds when the Sales team is frequently calling on people that came to a Webinar or who downloaded a white paper, but really don't have an interest in your products or services. Oftentimes Marketing looses visibility altogether to which leads are working because the Sales team doesn't feel it is worth their time to follow up or provide feedback. This vicious cycle goes on and on.
As a Marketing VP who lived with this conflict for more than 20 years, I decided to create a process to fix this disconnect between Marketing and Sales. Every company I worked for had one or more gaps in their demand generation process that needed a bridge between them and I developed processes that helped identify them and close them. My processes consistently got everyone on the same page, aligned to the same goals and ensured the systems were in place to make both groups accountable for delivering what the business needs to grow. I now call these series of processes Lead Bridging and I have used this system with companies large and small to help exponentially improve their Sales and Marketing lead engines.
Are you consistently hearing comments such as:
The Two-Day Lead Bridging System eliminates frustration about leads between any Sales and Marketing team by clearly defining overall team goals, what each group's roles are in achieving set goals, and the critical metrics that will help you stay on track.
This is where we get open, honest, and ready to make important changes that will get everyone aligned to the same goals. By meeting with key stakeholders on the Sales and Marketing team, we document existing processes for the lifecycle of a lead from start to finish. Gaps are identified where misalignment is happening such that the roles and responsibilities of everyone in Sales and Marketing as it relates to leads can be clarified. After a full day of interviews we present you with a detailed playbook that establishes required metrics and processes that will enable us to build the plan that generates the right number and types of leads that meet or exceed your revenue goals.
This is an intense day spent together with Sales and Marketing leadership to get on the same page as it relates to every aspect of successful lead generation. In a tightly structured program we use various exercises to develop a custom plan for your organizations that takes every bit of guesswork out of your demand generation machine.
Through a series of exercises, we help you create the right operational definition of a lead for your organization that everyone can agree on. Never again will there be any confusion about what a “real lead” is and both Sales and Marketing can direct their respective energies on getting the right target customer into your sale cycle.
The days of the Marketing group throwing leads over the wall to sales are gone. For effective lead generation to work a clear line of communication and defined responsibilities need to be in place. In this section we overview specific best practices and document how leads should be nurtured in your organization, when they should go to Sales as well as the specific follow up processes that should happen for every lead. We then define how these processes will be managed and monitored so there is visibility to exactly how leads are performing at every step of the way.
Through an easy to follow exercise we determine the actual correct number of leads that your business needs to hit your revenue goals. We account for variables such as average sales price, cycle length and conversion ratios throughout the lead generation and sales cycles to arrive at the right goal for you.
All of the decision are pulled together for you in an operational plan so you are ready to implement changes the next day. We also help you plan how your leadership team will communicate these changes to make sure all of your teams will adopt them easily.
The Lead Bridging Two-Day System is one of the most important investments you can make this year. If you are ready to make a change that gets you out of the debate of "how many leads are enough" and on track with everyone in Sales and Marketing accountable to the revenue goals of your company, this program is for you.
The Lead Bridging System is an incredible value at $5000 but for a limited time if you book your two-day engagement before August 31st we will deliver the program at your location for only $3500*.
*Limited time offer available only to organizations within North America. Clients are responsible for travel costs and related expenses.
For more than 20 years Mark has helped organizations define marketing strategy based on business objectives and measurable results. Mark leads large and small organizations to achieve high growth through proven marketing methodologies and a tenacious, contagious belief in being great.
In 1994 he created marketing programs for Mastering Computers that helped them grow from a 25 person organization to more than 250 employees, until the company was sold to Platinum Technology for $181.7M in 1998.
As the Marketing Director of Global Education and Services for Computer Associates he created marketing plans that achieved $110M in annual revenue and 20% net operating margin. He also created a Web marketing strategy that resulted in a 35% increase in direct sales, as well as a catalog direct marketing program that achieved more than a 225% return on investment.
In 2001 as VP of Marketing for iLinc Communications he developed innovative advertising and lead generation campaigns that drove 100% growth in consecutive fiscal years by delivering thousands of sales leads per quarter at an extremely low cost per lead.
In 2008 he and his partners formed Yeager North Creative Marketing which develops marketing strategy and campaigns for organizations such as Avnet, Oracle, NetApp, Pearson Education, and TSYS.
