Business Lead Generation | Top 4 Tools for Success
Posted on Fri, Jun 15, 2012 @ 03:47 AM
There is a variety of telemarketing agencies out there trying to deliver business lead generation. I think it’s also fair to say that client satisfaction levels vary. We thought, perhaps, that it could be interesting to blog about some of the tools required for delivering high performance business lead generation. These will be of interest to anyone thinking about business lead generation.
For convenience we have focused on the top four tools:
Sales Logic Planner| We use a ‘sales logic’ framework as a primary tool to evaluate the likely ROI from specific sales strategies. The process involves translating the sales strategy into a mathematical formula deriving the input costs, the expected performance levels and the ROI on each stage of the sales process. Apart from the obvious benefits we find that this tool is really good at making sure there is a robust and practical implementation plan behind the sales strategy.
Campaign Design and Management| This is a template that structures and formalises the design process of each sales support and business lead generation campaign. The real benefit of this is that it creates the context for the client and the supplier to work closely together to ensure an intelligent and well thought out business lead generation campaign.
Deal Evaluation| This toolkit uses a win-ability and desire-ability matrix to help evaluate each prospective business. This tool helps to prioritise those deals that are best suited to your business. This is a really interesting tool because it removes the wasted effort of chasing inappropriate leads.
Lead Qualification| This tool categorises each sales prospect into a six level scale for lead qualification. This tool works really well with the Deal Evaluation tool because it helps to manage each priority prospect through the ‘sales funnel’.
The most important thing we have learnt is that it’s not any one of these individual tools that makes success. It’s the joined-up combination that makes the difference to delivering high performance business lead generation.
Evaluating business lead generation services as a potential business growth initiative? Then contact us to find our more.
Authored by John Drury, Sales Director at INTERACTION of Europe