Marketing & Sales Roundtable

Lead Generation: Feeding the Sales Funnel

September 2003
Agenda

• Lead generation and the marketing/sales process

• Lead generation and the sales funnel
• Lead generation and stages of company development
• Feeding the Sales Funnel: lead generation programs
• Lead generation program design variables
• Lead generation program management
• Some tips

©2003 Rosemary Remacle

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 Lead Generation and Marketing/
Sales Process
Marketing
Service/Support
Value Marketing Marketing/Sales Sales Organization
Proposition Segment
Customer Focused
Managed
Segment Force Field, Lead Customer Service &
Sales
Market Generation & Acquisition Support
Process/
Momentum Qualification
Strategy Plan: Sales
Strategy Plan: Creation - referrals
Market Leadership Funnel
Market Leadership - programs

Marketing
Programs
(PR,
website, PROSPECTS/LEADS – BY SEGMENT

Speaker Program, LEAD QUALIFICATION

White Papers etc.) CONSULTATION

JUSTIFICATION

Market leverage model

PROPOSAL

CLOSE

©2003 Rosemary Remacle

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Lead Generation and the Sales Funnel
Segment-Focused
Lead Generation
Programs

• Marketing, Sales
PROSPECT GENERATION – BY SEGMENT • Business Development
• Marketing
• Sales
LEAD QUALIFICATION • Channel Partners
• Sales + Technical
CONSULTATION

• Sales + Technical
PRESENTATION(S)
• Sales + Finance +
JUSTIFICATION Operations

PROPOSAL • Sales + Finance

• Sales (+ Corporate
CLOSE Executives)

©2003 Rosemary Remacle

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Lead Generation by Stages of
Company Development
Product
Product Launch,
Launch,
Phase Development
Development Beta
Beta Market
Market
Development
Development

Acquire Beta customers Identify Potential Lead Sources in Feed the Funnel: Develop market
Lead Generation available customer segments entry segment momentum and
Goal revenue flow

• Referrals (Personal networks) • Referrals (Extended personal • Referral (Extended personal

• Informal/ad hoc programs networks) networks)
(Participation in visionary/early • Partners/Customers • Partners/Customers
Sources of adopter events etc.) • Formal programs • Formal programs
Leads

• Marketing • Marketing • Marketing

• Sales (‘Elephant Hunters’) • Sales (Telesales,‘Elephant • Sales (Telesales,‘Elephant
Participants Hunters’) Hunters’, Channel Partners)

©2003 Rosemary Remacle

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Feeding the Funnel:
Lead Generation Programs
• Search engine placements
• Website visits/Promotions
• Trade shows
• Seminars/Webinars
• PR/Speaker programs
• Direct marketing – snail- and e-mail, telemarketing
• Partner co-marketing
• Ads – press and electronic
• Etc.

©2003 Rosemary Remacle

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Lead Generation Program Overview
Activities
• Research • Program definition • Configure platform(?) • Data collection • Strategy against outcome
• Strategy • Incentives • Creative development • Response rate • Required course corrections
• Goals & metrics • Lists • Inventory & logistics • Leads generated identification
• Key messages management • etc.
• Prospect database

Refine
Refine
Strategy
Strategy Plan
Plan Deploy
Deploy Analyze
Analyze Strategy
Strategy

Responsibilities
• Marketing • Marketing • Marketing • Marketing • In-house marketing
• Marketing service providers • Marketing service providers • Marketing service providers • Marketing • Marketing service providers
• Sales • IT service provider • IT service provider service providers • Sales
• Fulfillment house • Fulfillment house • IT service provider
• Sales • Sales • Fulfillment house
• Sales

©2003 Rosemary Remacle

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Lead Generation Program Design
Variables

• Product
• Company stage/Segmentation roadmap maturity
• Industry/Customer segments
• Category maturity
• Resources/Budgets
• Etc.

©2003 Rosemary Remacle

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Lead Generation Program
Management
Program Potential Customer Responses Sales Channel Metrics

• Search engine
Program • Closed sales
placements
Homepage, per channel
• Website Website Telesales
visits/promotions Lead Qualification
• Closed sales
• Trade shows Prioritization Direct Sales per lead
• Seminars/Webinars and Routing • Cost per
• PR/Speaker qualified lead
programs Partners
• Direct marketing
‘Call center’ • Customer
• Partner co- lifetime value
marketing
• Ads
Absolute Requirement: Contact DB SFA CRM

©2003 Rosemary Remacle

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Some Tips

• Start with segmentation or it’s usually a wasted exercise

• Bring sales management into the process at the beginning
• Program goals, metrics, follow-up are necessary ingredients
• Start a contact DB as soon as the potential customer list
exceeds “one”
• Pain points: ensuring ’closed loop’ of complex process
• List acquisition
• Complex process management
• Clear roles and responsibilities

©2003 Rosemary Remacle

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Summary

“It’s hard to fill the funnel if it’s not under the faucet”

B. Roberson, “What Really Works”

©2003 Rosemary Remacle

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Presenters

• Liz Arrington,Consultant
Market Focus
650-329-0823
liz@mktfocus.net
• Patty Burke, Consultant
Market Focus
patty@mktfocus.net
408-398-4921
• Rosemary Remacle, Consultant
Market Focus
408-244-0412
rosemary@mktfocus.net

©2003 Rosemary Remacle

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