Successful closing in the lead management process often fails with sales partners. It is by all means important to closely build them into the process and to motivate them to become part of your lead management. Philipp von der Brüggen knows why joint lead management with sales partners is essential and how it works. The B2B communication expert offers comprehensive knowledge of complex sales structures. We spoke with him to discover why that ‚Lead Management with Partners’ discipline is so important to master.
If you are looking to do good lead management, you cannot make it without a marketing automation solution today, says Norbert Schuster. The veteran lead management expert knows oats in the sales and marketing digitization stuff. His specialities are the branded strike2 Waterhole Strategy (Wasserloch- Strategie®), inbound marketing and marketing automation. We have asked him what companies with multi-tier sales structures can do to generate more and better leads.
Marketing automation vendors sprout like mushrooms from the ground. The digitization of the communication process offers utterly new possibilities. Those are based on the assessment of customer behaviour – the so-called scoring. But scoring often ends at the lead generation phase. Wrong!
I was asked last week: “Why should we purchase the leadtributor solution if we have a marketing automation system? We are doing lead management already!” The question was a big surprise for me. But somehow the other way not really. The whole topic with marketing and sales digitization has produced incredibly many buzzwords. They are flying through marketing departments one after another: inbound marketing, behavioral marketing, omnichannel marketing, growth hacking, content marketing, marketing automation and lead management – to name just a few.
Come on now, be honest. Are you still sending leads to your resellers by fax or email? Then you know how difficult it is to get feedback on how the lead is progressing. Which reseller’s doing what? How do things stand at the moment? How much revenue have your channel initiatives generated? People who download something from your website, said they were interested in a special offer, visited one of your events or participated in a competition. All the contacts need to be qualified, processed and forwarded to the right salesperson. “Managed”, in other words. But how?
“What’s a lead, in your opinion?” In almost 90% of our workshops, that’s our first question to participants. Why? Because there’s no industry standard definition for the term ‘lead’. In common practice, there are many ways to designate someone thinking of buying your product. Whether they’re just an address with no other details, or a serious potential customer with the necessary budget and the intention of making a purchase soon. Our customers speak almost interchangeably of leads, prospects, contacts, customer inquiries, opportunities and suspects – to name but a few in a long list of terms!