What’s opportunity management?
Opportunity management? What’s that? More empty marketing jargon? Up to a few years ago, everyone talked about lead management, which covered pretty much everything. 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 had to be qualified, processed, and forwarded to the right salesperson. In other words, “Managed”. With the emergence of marketing automation tools and inbound marketing philosophy, agencies and vendors alike have adopted the term ‘lead management’ for themselves. And a good thing too! Because it means there’s now more differentiation between leads and prospects. Leads are generated by marketing and passed to sales, who convert them into prospects. As long as you can be sure that salespeople are really working on them – quickly and competently. What marketing automation tools do for lead generation is what opportunity management tools do for indirect sales.
Matching. Who gets what, where and when?
Once a lead has been turned into an opportunity, it needs to be forwarded to the “right” reseller. A reseller who wants it, is motivated to work on it, has time to do so and meets all the necessary requirements (certifications, completed training courses, special skills etc.). An opportunity management solution should also check that the potential sale is being dealt with correctly. This can be a Herculean task when it comes to partners, as salespeople know only too well. That’s why more and more vendors are trying to connect their resellers to their CRM systems. The problem is that this can be very expensive and complex – and in any case, intelligent processes and motivational measures are often notable by their absence. The solution: integrate push-pull techniques, matching, intelligent reporting and motivation systems. In other words: the leadtributor! Don’t believe us? We’ll show you how – illustrated with best practices!
This is what a prospect management tool should be able to do:
- Push-Pull processes
- Enforce feedback from partners
- Intelligent matching
- Extensive reporting
- Motivation system
Tips & Tricks around Channel Lead Management.
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