Summer Training Report

On
Lead Generation and Market Mapping for ‘Lead & Sales’

Submitted in Partial Fulfillment for the Award of the

Degree of B.COM(H) 2018-2021

Under the Guidance of: Submitted By:

Ms Savita Nivedita Chaudhary
Assistant Professor 01212388818

Delhi Institute Of Advanced Studies

Plot No. 6, Sector-25, Rohini, Delhi-110085
(Approved by AICTE & Affiliated with GGSIP University for B. Com(H), BBA, MBA & MBA(FM) Programmes)
(An ISO 9001:2015 Certified Institution)
Certificate of Internship
 ACKNOWLEDGEMENT

I cannot express enough thanks to my guide, Ms. Savita for the patient guidance, continued
support and enthusiastic encouragement. I offer my sincere appreciation for the learning
opportunities provided by my guide for this report file.

My completion of this project could not have been accomplished without the support of my
classmates, my sister, and all those who have helped in carrying out the research. And to all these
people, I’m deeply thankful.

Nivedita Chaudhary
01212388818
 STUDENT DECLARATION

This is to certify that I have completed the Project Report titled ”Lead and Sales Management”
under the guidance of Ms Savita in partial fulfillment of the requirement for the award of Degree
of B.COM(H) at Delhi Institute of Advanced Studies, Delhi. This is an original piece of work & I
have not submitted it earlier elsewhere.

Date: 05-01-2021 Signature:

Place: Delhi Name: Nivedita Chaudhary

University Enrollment No.: 01212388818

TABLE OF CONTENTS

Title Page No.

Chapter 1 Introduction to the Industry 6-18

and Company: Lead&Sales

Chapter 2 Introduction to the topic: 19-27

Lead and Sales Management

Chapter 3 Research Methodology 28-33

Chapter 4 Data Analysis and 34-48

Interpretation

Chapter 5 Findings 49-50

Chapter 6 Suggestions 51-53

Bibliography 54

Appendix 55-64
 CHAPTER 1

LEAD & SALES is a 5 year old organization . The company provides lead and sales
service to a lot of companies which means they provide different services to different
companies according to their needs. They have affiliate and sales for all online websites
and leads for insurance to credit card and many other companies. We work in different
types of campaigns for the benefit of the company. The type of industries under this
company is marketing and advertising. The size of the company is 51 to 200 employees.
Its headquarters are in Betnotu, Odisha. This is a sole proprietorship based company.

The Business Development Manager will work closely with the National Account
Manager and Director of eCommerce Sales and other cross functional teams to exceed
revenue and profit goals within the channel.

A successful candidate will have a good grasp and understanding of eCommerce centric
site merchandising activities and optimization tactics.

The ideal candidate will have a working knowledge of Amazon.com.

About the work from home job/internship:

Selected intern's day-to-day responsibilities include:

1. Getting leads from interested customers
2. Promoting campaigns
3. Marketing and getting registrations on websites

Who can apply:

Only those candidates can apply who:

1. are available for the work from home job/internship
2. are available for duration of 1 month
3. have relevant skills and interests
* Women wanting to start/restart their career can also apply.
 Specific responsibilities include :

 Account management of eCommerce partners focusing on Amazon.

 Constant site maintenance, management and change tactics to impact conversion
rates.
 Constant focus on reviews and relevancy of Belkin’s products on Ecommerce
Channel sites.
 Full online ownership of how our product is presented, marketed and perceived.
 Manage the day-to-day operations including product content, inventory
availability, pricing and promotional activities in order to optimize conversion and
revenue.
 Develop integrated demand generation campaigns to drive sales and increase
awareness for Belkin’s products
 Partner with Marketing team to drive search engine optimization, search engine
marketing, online advertising, digital media, email marketing, website(s) and interactive
campaigns to drive consumer and merchant acquisition, retention and loyalty.
 Create and execute content as needed, often without any external agency support
or staff, for website and partner websites;
create and manage search / keywords, social media marketing, banner ads, merchant
product mock-ups, email campaigns, videos, collateral, branding, and campaign
development.

 Demonstrate an ability to build executive relationships at major accounts.

 Ability to recruit, develop, and retain a world class sales support team through
mentoring, coaching and positive reinforcement.
 Identify opportunities and challenges within account base and create strategies to
maximize sell through, profit, revenue and market share.
 Understand how to communicate value propositions to key accounts and be able
to present and close new business.
 Establish and track an annual account budget, which includes sales and profits.
 Lead team in achieving 100% of channel’s sales and profit goals.
 Lead team to formulate a sales plan to achieve sales and profit targets for current
and prospective accounts.
 Conduct and / or receive weekly reviews of sales, RMAs, returns & allowances
(R&A), quotes, promotions, sell through, inventory management, turns, forecasts,
replenishment orders, backorders, and any other account activities that will impact
financial results for the account(s).
Resolve or delegate any issues that arise as a result of the reviews.

 Execute strategies to reduce RMAs, minimize returns and allowances, and overall
profitability.
 Develop and negotiate terms and conditions for accounts to effectively manage
overall profitability at each assigned account.
 Effectively delegate and manage sales duties to exceed customer expectations.
 Communicate and update sales team members with strategic company
information and initiatives as required.
 Provide customer recaps for all meetings.
 Assist sales team with all account related questions, issue, and concerns.
 Determine the minimum of outbound calls to account representatives and / or end
users each day, required of other sales team members.
 Establish the sales team’s procedures for maintaining customer opportunities,
quotes, bids, etc. and be prepared to present that information when requested.
 Keep a monthly recap of sales calls, including potential opportunity worth dollars,
and be prepared to present that information when requested.
 Conduct inside or outside sales calls or store visits.
 Analyze and understand industry market trends, competition, products, and
pricing that may impact sales efforts and communicate this information to all sales
management and other departments as necessary.
 Conduct sales and training meetings as required. Coach the sales team regarding
salesmanship techniques and pricing.
 Review and analyze daily sales results and compare actual v. projected / plan
results. Formulate plans to respond to the analyses.
 Recognize and escalate any and all critical issues regarding accounts and / or
company policies to the Sales Director and / or Human Resources immediately.
 Provide positive reinforcement and constructive criticism to team members and
resolve any issues escalated by team members.
 Work with Human Resources to provide corrective actions and disciplinary
reports to employees as needed.
 Conduct employee performance appraisals at a minimum of once per year.
 Understand, communicate and uphold Belkin’s company values at all times as
reflected in the Performance Matrix.
 Understand and communicate to the team and management, company financials
and how assigned accounts will impact these numbers.
 Travel to tradeshows and customer sites required. Depending on assignment,
international travel may be required.
 Conduct self in professional and courteous manner.
 Take full responsibility for individual and team actions.
 Fulfill responsibilities under ISO 9001 and 14001; understand and fully support
IS0 system.
 Comply with Health and Safety requirements of Belkin.
 Maintain a safe and clean work environment.
 Understand and follow company rules and regulations.
 Perform all other duties as assigned and required.

Education and Experience Requirements :
 3 - 5 years’ experience in managing and selling to retail accounts.
 1-3 years’ experience in a sales and / or management capacity or equivalent
position. Depending on channel, previously industry experience may be required.
 Have a good understanding of merchandising and merchandising techniques.
 High school diploma or equivalent work experience; some college preferred.
 Proven track record of sales growth and / or prospecting.
 Ability to multi-task and maintain accuracy is required.
 Computer literate with a high degree of proficiency in the Microsoft Office Suite
of products including Word, Excel, PowerPoint, and Outlook.
 Strong verbal and written communication and presentation skills required
 Exceptional phone skills and etiquette required, as the majority of business is
done over the phone.
 Willingness and ability to travel 25% international and / or domestic.

What you’re getting into

We’ve got big collaborative spaces for your big ideas, so bring an open mind and leave
your suit in the closet. We all are committed to creating unique and rewarding consumer
experiences.

Everyone is interested in succeeding for the team, for themselves and for the business.
Cross-functionally and across the company, everyone has common goals and aspires to
be their best.

You will learn something new or at least look at things differently every day. There are
so many smart and creative people around that you’ll be motivated to pursue the ideal.

Team spirit is infectious. Belkin is an extremely open workplace, where communication

is essential. Not every idea will be accepted, but you’ll be asked for your point of view.

Innovation thrives on multiple and varied levels. At Belkin we challenge conventional

wisdom and refuse to accept that something cannot be done.

Perks:

Certificate Flexible work hours

Number of openings:

20

This company gains profits on the basis of leads. The company gains access to sales
leads through advertising, direct mailings, third parties, etc. Leads are those people who
may eventually become a client of that company. There are different campaigns in this
company that help in creating leads. Through these campaigns once the leads are gained,
the company gains profits from these leads.
The salary range for an intern in this company is Rs 1,000 to Rs 10,000. It is a virtual
type of internship that means, it can only be performed virtually through network and not
physically. The compensation type is recurring. An intern works as a marketing
professional here.

HOW A SALES LEAD WORK

The sales process begins when a sales professional generates, qualifies, and places the
sales lead data into a company’s sales pipeline. Salesman use the lead’s contact
information to send sales-pitch emails, direct marketing materials, and to make outbound
sales calls.

Several factors determine the quality of sales leads, such as whether the individual or
business had the incentive to offer contact information, the accuracy of the data provided,
and the validity of the sales lead. A sales lead’s validity depends on whether the targeted
person was aware of the sales opportunity when they responded.

MY TASKS DURING THE INTERNSHIP

The company lead and sales mainly gains profit by generating leads. Leads are mainly
the public that is or are going to be the client of that company. These clients help in
generating profit for the company. One client can provide one or more than one lead. The
company collects the leads with the help of some campaigns. These campaigns include
selling cars, downloading apps, playing games where money is included, buying SIM
cards, etc. I worked as an agent in this company. My task was to inform the public about
these campaigns that they may be interested in. My motive was to collect 100 leads.
Different campaigns had different lead generating criteria. In one campaign, one
customer equals 3 leads; in second campaign, one customer equals 2 leads; while in some
other campaigns, 3 customers equals 1 lead only. So I was allowed to take help from any
of the campaigns. I could use more than 1 campaign. I informed many clients about
different campaigns that they could take part in and would be useful to them. I was given
the time period of 1 month to collect 100 leads. The reward was a certificate. So I sent the
respective links of the campaigns to different clients. I tried to collect lead from my
friends, family, classmates, etc. I told them all about those campaigns. People who found
any of the campaigns useful immediately started downloading the respective applications
that lead them to what they wanted to do. This helped me in generating more and more
leads. I helped them whenever asked. 

Marketing in this company

Marketing has changed and today’s customers research information about companies and
products online, long before they ever contact a salesperson.
They use search engines like Google, social media channels such as Facebook, and get
information from the respective company’s website.

Lead marketing aims to communicate with potential customers according to their stage in
the buying process and then respond according to their needs.

The aim of lead marketing is to convert prospects into customers, and the term ‘lead’
designates a qualifying prospective customer contact.

Channels for lead Generation:

For lead generation, the first requirement is to establish contact with potential customers
and encourage them to provide personal data.

Interested parties are encouraged to provide their contact information by downloading

an e-book, subscribing to a newsletter, or signing up for a webinar.

Once collected, this customer data can subsequently be used to set up relevant campaigns
or passed on to the sales department. For sales, this offers the considerable advantage that
these are no longer “cold contacts” but have become qualified prospects who have
expressed their interest.
Before leads can be successfully generated, several steps are usually necessary. The first
challenge is to attract the attention of your target persons and gain their trust. Companies
use several online channels and procedures for this purpose:

 Search Engine Optimization (SEO)

 Search Engine Advertising
 Social Media
 Landing Pages
 Banner advertising
 Online PR

Trade shows and conferences are also effective tools for lead generation, and affiliate
marketing is a further method of generating leads. Participants in affiliate programs often
receive a ‘fee per lead’, which means a commission per prospective contact acquired.

Lead generation through content:

The use of relevant content is essential to generate high-quality leads. Rather than rushing
in like a bull at a gate, it’s important to generate interest in the company’s products via
quality content. Furthermore, it’s important to provide the right content to prospective
buyers at the right contact points (touchpoints).

Lead marketing is also about accompanying your prospects along their customer journey.
So it is important to develop a relationship with your potential customer before making
any kind of sales contact.

Though each customer journey may be slightly different, this pathway can be roughly
divided into certain phases. According to the well-known AIDA marketing formula, these
correspond to: Attention – Interest – Desire – Action.

 Awareness: the customer’s awareness of a need

 Consideration: deciding to move on/evaluating the worth
 Decision: making the purchase
 During the ‘information research’ phase, the consumer needs to be addressed differently
because he is yet to make a purchase decision. A keyword search can be used to identify
and gather common search queries the user may employ, and you can then capture his
attention with blog articles and videos offering solutions and illustrating product
advantages.

If the user has already sampled information from the company and found it useful, he
may then request an e-book download or register for a newsletter. Once he provides his
contact details, personalized marketing campaigns can then be set up via e-mail.

Using content matched to each phase of the customer journey, his respective needs are
taken into account at each point. The Customer Journey Content Map is one approach
which explains how to develop relevant content for each stage in the buying process.

In order to manage leads and address targeted contacts many companies use a customer
relationship management (CRM) system such as Salesforce or a marketing automation
software package like Marketo. These tools not only collate records on leads and
customers, they can also store information about previous activities and interactions. This
will allow you to manage and evaluate your leads, set up personalized campaigns, and
initiate sales contacts at the appropriate time.

Lead vs. Customer  

Lead management is often mentioned as a feature when discussing customer relationship

management (CRM), so it’s sometimes difficult to figure out the difference between the
terms. Here’s a breakdown:

 Prospect: person in your target demographic and market

 Lead: person in your target demographic and market, who wants to learn more
about solutions you offer
 Customer: a person who’s purchased your solution

Although this seems clear, even a straight forward process can become complex as your
business begins to produce a variety of sales opportunities. Lead management makes
your sales team more effective by creating a pool of interested consumers and then
filtering out the unqualified leads.

After all, it’s more efficient for a sales rep to call 10 qualified leads than 30 unqualified
ones.

Distribute leads quickly:

Determining which salesperson should handle a lead is crucial–but if you don’t work

quickly, you’re losing sales. Leads go cold quickly.

Studies show that salespeople need to respond to leads within 48 hours of a prospect
providing a means for contact for the max likelihood of closing a sale.

However, with how sales has evolved and the means of capturing leads have changed,
this number already dropped dramatically.

Online sales leads go cold lightning fast. In a study of 1.25 million sales leads across 29
B2C and 13 B2B companies in the U.S., it was found that companies are seven times as
successful in qualifying leads when they contact customers within an hour of receiving
the lead compared to those who contact leads more than an hour after receiving.
Stretching that to 24 hours or longer, the immediate response to leads netted 60 times
more results.
Just recall the last time you expressed interest in a product or a service. Didn’t you wish
they got back to you faster? How many times have you opted-in, left your email or
contact number and no one came back to you? I bet your interest in the product and
company dropped drastically.

Fire up the sales force about each lead

Many organizations suffer from an unmotivated workforce. When it comes to lead

management, a fired up sales team can spell the difference between lost sales and hot
leads.

For some salespeople, though, being praised, rewarded and trained are not enough to get
people to pick up leads right away or do their best on each prospect. It’s a tough
situation–something that definitely has to be remedied in any sales organization.

So, how do you keep salespeople excited and motivated each and every day?

Motivation is a product of putting salespeople in the position to succeed. If the leads are
hot enough, have enough information, and are qualified enough to really close sales,
salespeople will be motivated. The prospecting team has to do a great job making sure
that enough information is present to actually make a touch with the lead. Extract
information from prospects on each interaction.

It’s often overlooked–but making sure that the leads are decision-makers or are only one
to two steps from the big decision-makers is also key to not frustrating a sales force.
Making sure that they have what they need to perform at their best is a major key in a
Making sure that they have what they need to perform at their best is a major key in
keeping salespeople fired up.

Conclusion:

Lead generation is a core task for acquiring new customers. However, lead marketing is
not just about the initiation of contacts with the aim of turning them into sales, but it also
concerns building long-term customer relationships.

Because your potential customers’ awareness is so often awakened online, the quality of
a company’s digital presence is especially important for successful lead marketing. In
addition, companies must match their content according to the stage their potential
customers have reached in the purchase process. Once you have gained the attention of
these prospects, your qualified leads can be passed on to the sales department.

Good cooperation between marketing and sales departments is an essential prerequisite

for successful lead marketing. Many companies rely on Lead Management Software to
support their lead marketing.

 
 CHAPTER 2

WHAT IS LEAD GENERATION?

Lead management is the process of capturing leads, tracking their activities and
behaviour, qualifying them, giving them constant attention to make them sales-ready, and
then passing them on to the sales team.

Where traditional marketing methods such as email blasts used to be enough to draw
customers, the increase of competition and information abundance is making it more
difficult for companies to track, reach, and engage with potential customers.

Lead generation, the marketing process of stimulating and capturing interest in a product
or service for the purpose of developing a sales pipeline, allows companies to nurture
targets until they’re ready to buy. Lead generation can be useful for any type or size of
business, and for both B2C and B2B spaces. Sixty percent of marketers state that lead
generation is a key pain point for their company. Determining a good lead is more
complex than just targeting people who downloaded your white paper, and it’s important
that your sales reps don’t waste their time cold calling unqualified leads when there are
ways to narrow down the pool.

When you implement a lead generation program, you increase brand awareness, build
relationships, generate qualified leads, and ultimately close deals. The higher quality
leads you direct your sales team to, the more of those leads will result in sales. In doing
this, you are helping your company grow, while also growing the credibility for your
marketing department by showing tangible results and proving yourself to be a valuable
part of the revenue team.
Lead generation has been around for a long time, but methods have changed from simply
finding a customer early on in their sales journey and sending the sales team their way.
The self-directed buyer is inundated with information, so it’s vital to find new, creative
ways to cut through the static and reach potential customers. Instead of finding customers
through mass advertising and email blasts, marketers must rely on being found and
building relationships with their buyers. In the age of information abundance, marketing
is going through a massive shift.

“Customers are now smarter, more connected, more informed, more influenced and
influential socially, and less likely to respond to campaign-bait. Marketing has to create
content people actually want.” 

WHAT IS SALES LEADS MANAGEMENT

Sales lead management is the process of finding, tracking, qualifying, and nurturing sales
leads until they’re ready to be handed off to a quota-carrying sales rep. The steps you
take to turn a potential prospect into a full-fledged, vetted sales opportunity are known as
a sales lead management system.

THE STAGES OF A TYPICAL SALES LEAD MANAGEMENT SYSTEM

Stage 1: Lead Capture

Depending on whom you ask, lead generation can be considered a precursor to lead
management or the very first step in the process. This holds true for both outbound and
inbound sales activities.

Outbound lead generation typically starts with putting together a list of potential leads
and collecting their contact information. For inbound sales and marketing teams, this
stage is more about incentivizing leads to reach out in some way.

For instance, including a strong call-to-action on every page of your website can help you
capture and learn about potential leads.

This might include:

 Inviting readers to subscribe to your blog

 Hosting a free webinar for anyone who RSVPs with an email or phone number
 Offering gated content like eBooks and guides that require an email address to
gain access
  Including a contact form on your website and encouraging prospects to get in
touch with any questions

These are all ways of identifying and capturing leads who are already visiting your
website.

Stage 2: Lead Tracking

In addition to finding out who your leads are, you also want to pay attention
to what they’re doing. The more you know about how a lead interacts with your website,
the better you can tailor your messaging, outreach, and sales pitch to appeal to their
needs.

Though this is often considered the second stage of sales lead management, tracking can
actually begin before you even know a lead’s name. By tracking how anonymous leads
interact with your website, what content they’re reading, which pages they visit, which
buttons they click on, etc., you can start to piece together a profile for each person who
visits your site.

If you combine sales lead tracking software with lead capture forms on your website, you
can attribute visitor actions to an individual, thereby turning anonymous visitors into
viable leads. Plus, keeping tabs on your leads’ actions and behaviors allows you to more
accurately determine where they are in the buyer’s journey.

Stage 3: Lead Scoring

Scoring your leads is crucial to the qualification process. A solid lead scoring system
weighs different factors to evaluate how likely a lead is to buy from you. This can include
the prospect’s job title, company size, opportunity size, actions taken, goals, and pain
points.
The ability to pick out high-quality leads allows you to focus your resources on your best
opportunities and streamline your team’s performance – which can boost your sales
velocity and bottom line.

Stage 4: Lead Distribution

Once you’ve scored your leads, you can decide how to proceed. Whether they should get
passed directly to a sales rep or added to a drip campaign depends on how far along they
are in the buyer’s journey.

In most cases, qualified leads fall into one of three buckets: information qualified leads
(IQLs), marketing qualified leads (MQLs), and sales qualified leads (SQLs).

Both IQLs and MQLs require additional nurturing in the form of educational content,
informative and persuasive drip campaigns, or possibly a conversation with a sales
development rep.

Sales qualified leads (SQLs), on the other hand, are almost ready to buy and can be
passed along to a quota-carrying sales rep.

Stage 5: Lead Nurturing

Lead nurturing is what elevates a lead management system from simply getting to

know leads to building relationships with them. Nurturing your leads strategically at
every stage of the customer journey helps move more prospects through your pipeline

Although some leads require more nurturing than others, basically all of them will need
more than one interaction before converting into customers. However, you need to make
sure you tailor your nurturing activities to match a lead’s current needs.
For instance, MQLs are most likely to benefit from informative content designed to help
them understand the benefits of your solution. SQLs, on the other hand, might be ready
for a sales pitch or an offer to start a free trial of your product.

WHY LEAD MANAGEMENT MATTERS TO A BUSINESS?

Sales lead management is the key to understanding how and why leads move through
your pipeline at the rate they do. More importantly, a good sales lead management system
will help you identify better leads, refine your sales process, and optimize conversions.

A sales lead management allows you to:

 Develop a better understanding of the buyer’s journey

 Optimize your sales strategy based on what you learn about your leads
 Focus your lead generation efforts on the most rewarding sources and channels
 Improve your sales team’s productivity and lead response time

COMMON PROBLEMS THAT LEAD GENERATION CAN SOLVE

Simple batch and blast advertising doesn’t appeal to the self-directed buyer, and having a
solid lead generation program in place can help you navigate the new complexity
surrounding lead generation. Below are a few problems lead generation can help solve.

 Problem: I need to generate a high volume of leads. If you’re just starting out,
a lead generation program can result in increased brand awareness, new
relationships, higher quality leads, and more sales. If you’re looking to optimize
an existing program, you may want to reevaluate your audience profiles, buyer
journey, channels, and tactics. Keep your goals, customer concerns, and
 challenges in mind, deliver content that solves their pain points, and keep
nurturing those relationships—soon you’ll have a funnel filled with qualified
leads.

 Problem: My sales team says that I’m not delivering high-quality leads. There
are several reasons why your sales team is struggling to convert leads into
customers. First, sales and marketing should be in agreement about what
constitutes a qualified lead, and when that lead should be handed off, keeping in
mind that 96% of people visiting your website aren’t ready to buy yet. If sales
contacts them too soon, they may feel put off—buyers today do not want to feel
sold to. Lead quality is important, but it’s a major challenge for marketers, so it
may take some time to start bringing in qualified leads. 

 Problem: I’m bringing in leads, but don’t have a strategy around what to do

next. Generating leads is just one part of lead generation. Once you bring these
leads in, you must utilize lead scoring and nurturing to qualify said leads before
sales can do their job. According to Forrester, buyers might be anywhere from 75
to 90% of the way through their buying journey before they contact the vendor,
after they’ve completed their own research. Keep this in mind when determining
what point in the funnel sales should step in.

 Problem: I need to be able to demonstrate the return on investment (ROI) of

my marketing team. To show the impact of your marketing team, you’ll need to
plan out a strategy and determine what to measure, when to measure, and how to
measure. Choose metrics that show how marketing is increasing effectiveness
across the board, generating qualified leads, amplifying sales pipeline velocity,
 and improving sales and marketing alignment through leveraging lead generation
software.

 Problem: My lead generation program isn’t working anymore. If your lead

generation strategy has yet to catch up to the age of the self-directed buyer, it’s
time to reevaluate. Using modern lead generation software can help leads find you
by increasing brand visibility and capturing interest with informational content
buyers can use during their own research before they’re ready to purchase.

THE AGE OF INTERNET SALES LEADS

Internet penetration rate in India went up to nearly around 50 percent in 2020,
from just about four percent in 2007. Because of this high level of access, the
internet provides ample opportunities to obtain sales leads. However, acquiring
sales leads is a strategic process that requires skill and effort.

Businesses gain quality sales leads by using the internet to inform themselves
about consumers’ unmet needs or problems and then offer solutions to them. For
example, technology sector businesses may provide e-books, hold webinars, and
broadcast podcasts to enlighten consumers about using a product or software.
Sales professionals could hold interactive online sessions and publish question-
and-answers materials for a similar purpose.

SOCIAL MEDIA MARKETING

Social media marketing is a type of digital marketing that uses popular social
media platforms—such as Facebook, Twitter, Pinterest, and Instagram -to reach
potential customers and get a company's message out. Effective social media
 marketing campaigns look to engage social media users by encouraging
comments, likes, and sharing of the company's messages and posts.
Some social media campaigns are primarily to develop brand awareness of a
company's products or services. However, others develop sales leads by
encouraging viewers to sign-up or provide an email address or other contact
details in exchange for a free product or download.
The "freebie" that the company entices the viewer with is called a lead magnet.
Lead magnets can take many forms. Popular ones include trial subscriptions, free
consultations, special reports, tip sheets, white papers, and sample products. The
marketer will then use the provided contact information to send the prospect
additional messages that will entice the person to make an actual purchase.

Marketing qualified leads

MQLs are leads that have typically come through Inbound channels, such as
websearch or content marketing, and have expressed interest in a company’s
products or service. These leads have yet to interact with sales teams.

Sales Qualified Leads

SQLs are leads screened by salespeople, oftentimes sales development
representatives, for appropriate qualifying criteria to be followed up with.
Qualifying criteria include need, budget, capacity, time-frame, interest, or
authority to purchase.

ALTERNATIVE WAYS TO FIND SALES LEADS

Old-Fashioned Networking Still Works

Traditional in-person networking tends to be quite effective. Industry trade shows and
networking events provide a wealth of sales leads for businesses, as does your local
chamber of commerce. Disseminating information about products or services through
advertising in local media also is useful.

Social Responsibility Can Foster Sales Leads

By being socially responsible, businesses that give also receive. When a company or its
employees donate time, effort, or supplies to local public service and nonprofit
organizations, they not only reap the benefit of feeling good about helping others but also
put their company's name in front of many viewers, which can generate numerous
contacts including sales leads.

CHAPTER 3

What is research methodology? 

Research methodology simply refers to the practical “how” of any given piece of
research. More specifically, it’s about how a researcher systematically designs a study to
ensure valid and reliable results that address the research aims and objectives. 
 For example, how did the researcher go about deciding: 
 What data to collect
 Who to collect it from
 How to collect it
 How to analyse it

Objective of Research in Research Methodology

The purpose of research is to discover answers to questions through the application of
scientific procedures. The main aim of research is to find out the truth which is hidden
and which has not been discovered as yet. Though each research study has its own
specific purpose, we may think of research objectives as falling into a number of
following broad groupings:

Aims and Objectives of Research Methodology:

 To gain familiarity with a phenomenon or to achieve new insights into it (studies

with this object in view are termed as exploratory or formulative research studies);
 To portray accurately the characteristics of a particular individual, situation or a
group(studies with this object in view are known as descriptive research studies);
 To determine the frequency with which something occurs or with which it is
associated with something else (studies with this object in view are known as
diagnostic research studies);
 To test a hypothesis of a causal relationship between variables (such studies are
known as hypothesis-testing research studies).

Lead Management
This report file shows what basically leads are, how they are managed, how they are sold,
and what profit is earned through them.
When you start a business you create website, run advertisements and wait for leads.
Eventually leads start pouring in. Leads would be of different categories, such as-
interested leads, non-interested leads and somewhat interested leads. When lead volume
grows you start getting calls from referrals, social media and organic search. The more
leads to generate, the more confusion occurs which results in lead leakage, missed
followups and no lead management. Lead management solves such problems.

Different stages of Lead Management:

1. Lead capture automation
2. Lead tracking
 3. Lead distribution
4. Lead qualification
5. Lead nurturing

So, these are the essential elements that make up a lead management system.

Objective of Research
 To improve lead quality
 To generate more leads
 To earn more profit

Research Design
The research design refers to the overall strategy that you choose to integrate the
different components of the study in a coherent and logical way, thereby, ensuring
you will effectively address the research problem; it constitutes the blueprint for the
collection, measurement, and analysis of data.

TYPES OF RESEARCH DESIGNS

The research design is classified into two important categories i.e. exploratory and
conclusive research. Conclusive research is further subdivided into descriptive and casual
research.

Definition of Exploratory Research

As the name implies, the primary objective of exploratory research is to explore a

problem to provide insights into and comprehension for more precise investigation. It
focuses on the discovery of ideas and thoughts. The exploratory research design is
suitable for studies which are flexible enough to provide an opportunity for considering
all the aspects of the problem.
At this point, the required information is loosely defined, and the research process is
flexible and unstructured. It is used in the situation when you must define the problem
correctly, identify alternative courses of actions, develop a hypothesis, gain additional
insights before the development of an approach, set priorities for further examination.
The following methods are used for conducting exploratory research

 Survey of concerning literature

 Experience survey
 Analysis of insights stimulating

Definition of Descriptive Research

By the term descriptive research, we mean a type of conclusive research study which is
concerned with describing the characteristics of a particular individual or group. It
includes research related to specific predictions, features or functions of person or group,
the narration of facts, etc.

The descriptive research aims at obtaining complete and accurate information for the
study, the method adopted must be carefully planned. The researcher should precisely
define what he wants to measure? How does he want to measure? He should clearly
define the population under study. It uses methods like quantitative analysis of secondary
data, surveys, panels, observations, interviews, questionnaires, etc.

Descriptive Research concentrates on formulating the research objective, designing

methods for the collection of data, selection of the sample, data collection, processing,
and analysis, reporting the results.

Conclusion

Therefore exploratory research results in insights or hypothesis, regardless of the

method adopted, the most important thing is that it should remain flexible so that all the
facets of the problem can be studied, as and when they arise. So we will be doing this
kind of study here.

Sample Size

A sample size is a part of the population chosen for a survey or experiment. The concept

of sampling from a larger population to determine how that population behaves, or is
likely to behave, is one of the basic premises behind the science of applied statistics.

In this study, we are taking into consideration random businessmen to know their view-
point and those who are in need of money. Because in Lead & Sales clients who
download gaming applications helps the company to gain profit and with the help of
these gaming apps, those cliens can earn good amount of money.

Sampling Technique:

Simple random sampling

In this case each individual is chosen entirely by chance and each member of the
population has an equal chance, or probability, of being selected. One way of obtaining a
random sample is to give each individual in a population a number, and then use a table
of random numbers to decide which individuals to include.1 For example, if you have a
sampling frame of 1000 individuals, labeled 0 to 999, use groups of three digits from the
random number table to pick your sample. So, if the first three numbers from the random
number table were 094, select the individual labeled “94”, and so on.
As with all probability sampling methods, simple random sampling allows the sampling
error to be calculated and reduces selection bias. A specific advantage is that it is the
most straightforward method of probability sampling. A disadvantage of simple random
sampling is that you may not select enough individuals with your characteristic of
interest, especially if that characteristic is uncommon. It may also be difficult to define a
complete sampling frame and inconvenient to contact them, especially if different forms
of contact are required (email, phone, post) and your sample units are scattered over a
wide geographical area.

Primary Source

A primary source provides first-hand information on the topic. The author personally
participated in the event under discussion, such as a science experiment, a humanitarian
mission, or the writing of a novel. The work has not been changed or analyzed by another
person or organization.

We will be doing the study on the basis of a questionnaire.

A questionnaire is a research instrument that consists of a set of questions or other types

of prompts that aims to collect information from a respondent. A research questionnaire
is typically a mix of close-ended questions and open-ended questions. Open-ended, long-
form questions offer the respondent the ability to elaborate on their thoughts. Research
questionnaires were developed in 1838 by the Statistical Society of London.

The data collected from a data collection questionnaire can be both qualitative as well
as quantitative in nature. A questionnaire may or may not be delivered in the form of
a survey, but a survey always consists of a questionnaire.

Secondary Source
Secondary sources present an argument, interpretation, conclusion, or summary based
upon information found in primary sources. In other words, the authors gained their
information second hand.

I have taken help from internet to find information about the company Lead & Sales. The
main website is of the company where I have done the internship. Its main website helped
me capture detailed information about the company.

 Journal or magazine articles that interpret or discuss previous research findings.

 Encyclopedias
 Textbooks
 Reviews of books, movies, art, plays
 Books that discuss or analyze a topic

CHAPTER 4

1. How did you hear about us?

 Product demos
 User reviews
 Vendor/Product website
  Free trial/ account
 Vendor representative
 Analyst Rankings and reports
 Your own prior experience with the product
 Vendor marketing collateral
 Third party publications and independent media
 Referral from a friend, colleague, peer
 Communities/forums
 Vendor-produced case studies
 Vendor-provided customer references
 Solution consultant or agency recommendation
 Vendor blog

Most of the people seem to be knowing about the company from Product demos. Second
most known source is ‘User reviews’. User reviews are the perceptions of people who
have used our service or product. Then comes Vendor website. So on it goes and the least
most used source to know about the company is ‘Vendor blog’
2. What are you looking for in a new vendor or agency?

 Can adapt to fit your processes

 Will scale as you grow
 Show measurable results
 Will be adopted quickly
 Has good customer support
 Integrates with your stack
 Does not exceed budget

For buyers, the most important factors of a new pairing are adapting to fit
processes, scaling with growth, and providing measurable results.

3. What attracted you to our brand?

 Good salary
 Friendly workers
 Fast networking
 Branding
 Good salary
Friendly Workers
Fast networking
Branding

45% of people were attracted by good salary, 35% by good branding,10% by fast
networking and 10% by friendly workers.

4. Who else is part of this decision making process?

On average, 6.8 people are part of the B2B decision-making process. 90% of
individuals stated that there is usually one member who pushes the decision their
way. 9% of individual stated that there is usually one member of the committee
who tries to influence the decision their way. 1% of individual stated that there is
rarely or never one member of the committee who tries to influence the decision
their way.

5.What are you hoping to accomplish in a new company?

Sales representatives who used “we” instead of “I” or “you” were more than twice
as likely to get a deal.
 6. Why Weren’t You Happy With Your Last Vendor?

Uncomfortable
Environment
Arrogant Cowerkers
Bad salary
Bad reputation

30% of people were not happy with their last vendor because of uncomfortable
environment, 30% were unhappy because of arrogant coworkers, 20% because of bad
salary and 15% because of bad reputation.

7. What could stop us from working together?

 Lead list
 Email campaign
 Partner
 Advertising
 Sales generated
 Paid search
 Website Customer referral
People seem to be afraid of customer referral. 3.63% have chosen this option and the
least concerned they are is for the lead list i.e., 0.02%

8. What methods do companies use to drive visitors to their web site, and the
effects on their lead qualification and close rates?

Methods to drive lead by qualification rates:

 Social networking
 Public relations
 Cold calling
 Tele marketing
 Online advertising

Methods to drive lead by close rates:

 Blogging
 Social networking
 Pay-per-click
‘Social Networking’ had a positive effect on qualification rates, while ‘Public Relations’,
‘Cold Calling’, ‘Telemarketing’, and ‘Online Advertising’ had a negative effect.

Effects on close rates: ‘Blogging’ and ‘Social Networking’ correlated with positive
effects on close rates, while companies using ‘Pay-per-click (PPC)’ to drive leads
correlated with a negative effect on close rates.

9.What methods do companies use to incentivise visitors on their web site to fill out
a web form, and what are the effects of those offers on their lead qualification and
close rates?

Lead Qualification:

 Price quote
 Proposal Request
 Newsletter Subscription
 Webinar
  White paper library registration
 White paper

Close rates:
 E-book
 Proposal Request
 Price quote
 White paper

Effects on lead qualification rates: ‘Price Quotes’ and ‘Proposal Request’ have a strong
positive relationship with increased qualification rates, while ‘Newsletter Subscriptions’,
‘Webinars’, ‘White Paper Libraries’, and ‘White Paper Offers’ decreased qualification
rates.
Effects on close rates: Offering an ‘eBook’, ‘Proposal Request’, and ‘Price Quotes’ have
a strong positive relationship with increased close rates, while offering ‘White Paper
Offers’ decreased close rates.

10. What requirements or deal-breakers are there for working together?

Buyers find vendors more influential when they are honest about their product or
service – even if it means admitting it isn’t the best fit. Trying to deceive the
customer into believing you offer the perfect solution will only cause headaches
and frustration down the road.

11. What physical methods do companies use to deliver leads to sales and lead
qualification representative, and what are the effects of the different deliver
methods on lead qualification and close rates.

Qualification rate:

 Phone ACD
 Database record

Close rate:
  Paper
 Phone ACD

Effects on lead qualification rates: Routing leads by ‘Phone (ACD)’ correlated to

higher qualification rates, and directly into a ‘Database Record’ was marginally
significant to higher lead qualification rates.

Effects on close rates: ‘Paper’ routing of leads correlated to higher close rates, and
routing by ‘Phone (ACD)’ stood out but wasn’t significant*. Routing by ‘Email’
and ‘Phone’ had no effect on close rates.

12 .What methods do companies use to assign the correct leads to the correct sales
and lead qualification representative, and what are the effects of the different
distribution methods on lead qualification and close rates.

Close rates:

 First available sales rep

 Skill-based distribution
  Company size
 Vertical market

Qualification rates:

 First available sales rep

 Skill-based distribution
 Geographical

Effects on close rates: Distributing leads to the ‘First available sales rep’, by ‘Skills-based
distribution’, or by ‘Company size’ all were significant predictors to increased close
rates. Distribution by ‘Vertical market (industry/company type) was marginally linked to
increased close rate but was not significant. Distributing by geography, fairly, or at the
discretion of the sales manager had no correlation.
Effects on lead qualification rates: The criteria which leads are distributed are the ways
decisions are made as to who gets the leads. Distributing leads to the ‘First available sales
rep’ and by ‘Skills-based distribution’ have a statistically significant relationship to
higher qualification rates. Distributing leads by geography or sales territories has a
notable decrease in qualifications rates but was just beyond the margin of error for
validity. Distributing by ‘Discretion of sales manager’ and ‘Round robin (evenly)’ was an
insignificant relationship either way.

SECONDARY DATA

I have taken help mainly from internet and my supervisor from where I have done the
internship. Websites that helped me in completing this file are Propeller, Wikipedia,
Internshala, Investopedia, leadsquared, text broker, tenfold.

RATIO ANALYSIS
Accounting ratios, an important sub-set of financial ratios, are a group of metrics used to
measure the efficiency and profitability of a company based on its financial reports. They
provide a way of expressing the relationship between one accounting data point to
another and are the basis of ratio analysis.

Return on equity (ROE) is a measure of financial performance calculated by dividing net

income by shareholders' equity. Because shareholders' equity is equal to a company’s
assets minus its debt, ROE is considered the return on net assets. ROE is considered a
measure of the profitability of a corporation in relation to stockholders’ equity.

Return on equity ratio is negative in 2020, this means the company is incurring losses and
no net income. A negative Return on Equity Ratio is not necessarily bad. The company
can improve it by restricting i.e., by making significant changes to its financial or
operational structure.

Return on capital employed (ROCE) is a financial ratio that can be used in assessing a

company's profitability and capital efficiency. In other words, the ratio can help to
understand how well a company is generating profits from its capital. Companies that
report losses are more difficult to value than those reporting consistent profits. However,
not all companies with negative ROEs are always bad investments. 

Return on assets (ROA) is an indicator of how profitable a company is relative to its total
assets. ROA gives a manager, investor, or analyst an idea as to how efficient a company's
management is at using its assets to generate earnings. Return on assets is displayed as a
percentage.
Negative return on assets show that the company has a financial loss on an investment in
2020. Spending a lot of money when not bringing any revenues will lead to loss.

The interest coverage ratio is a debt ratio and profitability ratio used to determine how
easily a company can pay interest on its outstanding debt. The interest coverage ratio may
be calculated by dividing a company's earnings before interest and taxes (EBIT) by its
interest expense during a given period by the company's interest payments due within the
same period.

The interest coverage ratio is negative. This shows that the company’s current earnings is
insufficient to service its outstanding debts. The chances of the company being able to
continue to meet its interest expenses are doubtful.

The asset turnover ratio measures the value of a company's sales or revenues relative to
the value of its assets. The asset turnover ratio can be used as an indicator of the
efficiency with which a company is using its assets to generate revenue.

Asset turnover ratio is positive. Higher the asset turnover ratio, better the company is
performing. Higher ratio imply that the company is generating more revenue per dollar of
assets.

The price-to-earnings ratio (P/E ratio) is the ratio for valuing a company that measures its
current share price relative to its per-share earnings (EPS). The price-to-earnings ratio is
also sometimes known as the price multiple or the earnings multiple.

A negative price to earning ratio means that the company has negative earnings and is
losing money. This can happen due to environmental factors that are out of the
company’s control.

The price-to-book ratio compares a company's market value to its book value. The

market value of a company is its share price multiplied by the number of outstanding
shares. The book value is the net assets of a company.
Price to book value ratio is less than 1.0 i.e., 0.35. This is considered a good price to book
value ratio which indicates a potential undervalued stock.

Earnings before interest, tax, depreciation, and amortization (EBITDA) is a measure of a

company’s overall financial performance and is used as an alternative to net income in
some circumstances. A negative EBITDA means that the company is facing some
operational difficulties and that it is poorly managed.

CHAPTER 5
 When your goal is to increase sales, it’s easy to get hung up on those critical
moments right before you clinch the deal.

 Maybe you’re focused on improving how you respond to sales objections, honing

your negotiation skills, or perfecting the close.

 But your ability to close isn’t the only sales activity impacting your win-rate.

 Although the final steps of your sales process are certainly vital, increasing sales
starts with how you generate and manage leads and opportunities.

 More specifically, one of the most important aspects of your sales strategy is how
you find, qualify, and nurture your leads.
 Companies in financial services, automobiles, education, software, health care,
professional services, and many other industries have increasingly turned to the
internet to generate sales leads.
 Indeed, corporate spending on online advertising aimed at drumming up leads to
potential customers soared from Rs12.5 billion in 2005 to Rs22.7 billion in 2009,
and it’s still growing strongly.
 Online brokerages that offer customers a simple way to get quotes from multiple
companies and then sell the resulting leads to those companies are thriving in both
the B2B and B2C markets.
 The business of providing technology and services to help companies turn online
leads into sales is on the rise as well.
 Nonetheless, our research indicates that many firms are too slow to follow up on
these leads.
 We audited 2,241 Indian companies, measuring how long each took to respond to a
web-generated test lead. 
 Although 37% responded to their lead within an hour, and 16% responded within
one to 24 hours, 24% took more than 24 hours—and 23% of the companies never
responded at all. 
  The average response time, among companies that responded within 30 days, was
42 hours.
 These results are especially shocking given how quickly online leads go cold—a
phenomenon we explored in a separate study, which involved 1.25 million sales
leads received by 29 B2C and 13 B2B companies in Indian Firms that tried to
contact potential customers within an hour of receiving a query were nearly seven
times as likely to qualify the lead as those that tried to contact the customer even an
hour later—and more than 60 times as likely as companies that waited 24 hours or
longer.

Conclusion:

Companies are making big investments in order to obtain customer queries from the
internet, and they should be responding at internet speed.Why aren’t they? Reasons
include the practice of retrieving leads from CRM systems’ databases daily rather
than continuously; sales forces focused on generating their own leads rather than
reacting quickly to customer-driven signs of interest; and rules for distributing sales
leads among agents and partners based on geography and “fairness.”We’re
conducting further research to more fully understand the causes and identify possible
solutions. But it’s already evident that most sales organizations need new tools and
processes to meet the demands of the online age.

CHAPTER 6
If we know one thing about lead management, it’s that it’s not easy. What works for one
company isn’t always the right approach for another. When it comes to generating new
business and managing the sales process, every company needs a defined lead
management process that will get sales the leads they want and marketing the recognition
they deserve.

But that’s a lot easier said than done, isn’t it? With the interests of multiple departments
at stake, it can be hard to come up with a set process that will satisfy all parties.

Suggestions for fail-proof lead management:

1. Know your buyer profile.

Sales and marketing need to be on the same page. Are you selling to B2B or B2C? Small
companies or enterprise? What’s their annual revenue look like? What about the length of
their sales cycle? Are you selling to a CEO, marketing director, or other decision maker?
Set up a profile that both departments can reference so that the definition of a “good lead”
always matches up.

2. Score and grade leads.

Once you know your buyer profile, it should be easier to set and weigh criteria that will
tell you whether or not a lead is a good fit. Instead of manually sifting through lead data,
use a system like marketing automation to do this kind of thing for you. With scoring and
grading rules in place, you can assure that leads are getting passed from marketing to
sales exactly when you want them to be.

3. Define the difference between interest and intent.

Are leads looking at white papers and webinars, or are they browsing more action-
oriented items like buyer’s guides and pricing information? If they’re just poking around
on your site, they’re showing interest. But if they’re showing more initiative, like signing
up for product demonstrations and viewing pricing information, that indicates intent.
These are going to be your hotter leads. Make sure your sales and marketing teams
understand the difference between these two behaviors by having a clear definition of
what actions matter the most.

4. Collect (the right) information from leads.

An important part of lead management is creating forms and landing pages to collect lead
information. Have sales and marketing agree on what information is the most critical to
collect, whether it’s job title, industry, or location. Depending on how you qualify and
assign leads, certain criteria will be more important than others. Include these fields on
your forms, keeping in mind that the longer your forms, the lower your conversion rates.

5. Nurture leads who aren’t quite sales-ready.

Lead nurturing, or the building of relationships with leads through tactics like drip
campaigns (emails that drip content to leads over time), is an important part of lead
management. During the sales process, you’ll often encounter leads who aren’t ready to
buy, and won’t be ready for several months. Instead of giving up on them, you can place
them on lead nurturing tracks to keep your company’s product or service top of mind.

6. Develop content to support lead nurturing efforts.

When it comes to lead nurturing, many companies find themselves unprepared from a
content perspective. To send drip emails that are both effective and relevant, you need to
have an existing store of content that you can pull from. Take the time to build up this
content before deploying any of your lead nurturing campaigns.

7. Track and report.

Take advantage of any reporting functionalities you have at your fingertips to constantly
track and measure your lead management efforts. For example, marketing automation
allows you to report on drip campaigns and see how many prospects were converted to
opportunities or closed deals. Taking a look at your metrics gives you great insight into
what you’re doing well, while also helping to identify points of improvement.
Limitations:

This file does not tell the limitations of lead generation:

1. Risk of termination

Generating a lead is one thing but actually getting it together into a functional unit,
backing it up with enough insight and professional strategies such as advertising etc.
these are the opposite side of the same coin. If you can’t pull it off then chances are that
your leads might just get terminated and won’t receive the kind of attention it should
leading to very minimal or no sales at all.

2. Low or no Return on Investment

ROI or return on investment is a crucial part of the whole business, you have invested a
fair sum of money on a project now you should expect the business to make some money
and provide you with a handsome earning in return. But in lead generation business you
might just not get any return on investment or very low ROI depending upon the degree
of appreciation of the lead by the customers and the product you were selling.

3. Non-convicting factors

While generating a lead and implementing it a business might forget the very context or
need of this lead generation in the first place. If they have lost the very prospect of the
lead generation then what is the point? Customers are extremely sensitive to any change
in the tone or behavior of a representative and might get reluctant to accept the offer or
supporting a certain brand.

The bottom line is when your leads get mixed up with non-convincing factors such as the
attitude of your representative or difference between functional and promised aspects of
the products this is where your leads start to fall apart.

While you are working on lead generation make sure that they are well thought off,
otherwise the whole strategy might not work out for your business at all.
 BIBLIOGRAPHY

https://www.pratik.leadandsales.in/index.php

https://www.investopedia.com/terms/s/sales-lead.asp

https://www.propellercrm.com/blog/sales-lead-management

https://www.linkedin.com/authwall?
trk=gf&trkInfo=AQHWhg4eiAS2EAAAAXYt4poQUW71ks7KQvHxszZ3NkWgPlfqFG
ei55HPB7mSsGzXRx1-CwaoILi_yukqJSVbqOBPTFUaE6Sp-XsHFwXvKaf3htG4_-
CH8qR-
XRVkR7b2uPaLvc4=&originalReferer=https://www.google.com/&sessionRedirect=http
s%3A%2F%2Fwww.linkedin.com%2Fcompany%2Flead-sales

https://www.letsintern.com/company/internships-at-Lead-and-Sales/83329
 APPENDIX
FINANCIAL REPORT

PROFIT AND LOSS ACCOUNT (in Lakhs)

The profit and loss (P&L) statement is a financial statement that summarizes the
revenues, costs, and expenses incurred during a specified period, usually a fiscal quarter
or year. The P&L statement is synonymous with the income statement. These records
provide information about a company's ability or inability to generate profit by increasing
revenue, reducing costs, or both. Some refer to the P&L statement as a statement of profit
and loss, income statement, statement of operations, statement of financial results or
income, earnings statement or expense statement.

As you can see there has been an increase in total revenue from 2016 to 2017 and then
continuous down fall till 2020. Thankfully expenses incurred were not much during the
recent years. Overall the profit has not been earned a lot.

The total revenue test is a means for determining whether demand is elastic or inelastic. If

an increase in price causes an increase in total revenue, then demand can be said to be
inelastic, since the increase in price does not have a large impact on quantity demanded.
If an increase in price causes a decrease in total revenue, then demand can be said to be
elastic, since the increase in price has a large impact on quantity demanded.
When that negative number is your net profit margin, it may seem like you're headed
out of business. While there is no doubt that a negative net profit margin signals
trouble, the reality is that you can often overcome this issue if you identify the source
of the problem and act quickly to correct it.

A company's operating profit margin ratio measures its operating profit as a percentage
of its sales revenue. It is one of the most significant financial ratios for insight into a
company's performance. Generally speaking, the higher the operating margin, the better
it is for the company. However, if a company experiences rough times, they may
experience a negative operating margin. A negative profit margin ratio is not the be-all
and end-all, yet company management must find ways to continue operating and correct
the issues before long-term issues arise.

Net profit margin is the percentage by which a company's total revenue exceeds or
is less than its overall expenses. A negative ratio indicates that the company is
making less money than it is spending.

Earnings per share (EPS) is a figure describing a public company's profit per outstanding
share of stock, calculated on a quarterly or annual basis. EPS is arrived at by taking a
company's quarterly or annual net income and dividing by the number of its shares of
stock outstanding.

Companies don't always turn a profit. Sometimes they lose money, in which case their
earnings are negative. When earnings are negative, then EPS will be negative, too. A
negative EPS tells you exactly how much money the company lost per share of
outstanding stock, which is why you'll also see it called "net loss per share."
BALANCE SHEET (in lakhs)

A balance sheet is a financial statement that reports a company's assets, liabilities and
shareholders' equity at a specific point in time, and provides a basis for computing rates
of return and evaluating its capital structure. It is a financial statement that provides a
snapshot of what a company owns and owes, as well as the amount invested by
shareholders.

There has been less reduction in assets than that of liability. This shows that the company
can pay their liabilities through those assets. If in case liabilities are more than assets, the
company goes through problems in returning those liabilities. The company then takes
help by borrowing more loan from banks and lenders. In such case the company may shut
down due to not being able to earn profit.

A decrease in the owner's equity can occur when a company loses money during the
normal course of business and owners need to move equity into normal business
operations. It also decreases when an owner withdraws money for personal use.

The current ratio is a liquidity ratio that measures a company's ability to pay short-term
obligations or those due within one year. It tells investors and analysts how a company
can maximize the current assets on its balance sheet to satisfy its current debt and other
payables.

Debt to equity ratio is nil. That can happen when you have no debt on your balance sheet,
and more than zero investment capital. This is, theoretically, an incredible financial
position to be in—but most business owners aren’t. 

A contingent liability is a liability that may occur depending on the outcome of an

uncertain future event. A contingent liability is recorded if the contingency is likely and
the amount of the liability can be reasonably estimated. The liability may be disclosed in
a footnote on the financial statements unless both conditions are not met.

CASH FLOW STATEMENT

 Cash flow statement is a financial statement that provides aggregate data regarding all

cash inflows a company receives from its ongoing operations and external investment
sources. It also includes all cash outflows that pay for business activities and investments
during a given period. 

A company's financial statements offer investors and analysts a portrait of all the
transactions that go through the business, where every transaction contributes to its
success. The cash flow statement is believed to be the most intuitive of all the financial
statements because it follows the cash made by the business in three main ways—through
operations, investment, and financing. The sum of these three segments is called net cash
flow.

Operating cash flow is important because it provides the analyst insight into the health
of the core business or operations of the company. Without a positive cash flow from
operations a company cannot remain solvent in the long run. A negative operating cash
flow would mean the company could not continue to pay its bills without borrowing
money (financing activity) or raising additional capital (investment activity).

Cash flow from investing activities involves long-term uses of cash. The purchase or

sale of a fixed asset like property, plant, or equipment would be an investing activity.
Also, proceeds from the sale of a division or cash out as a result of a merger or
acquisition would fall under investing activities. 

The financing activity in the cash flow statement focuses on how a firm raises capital
and pays it back to investors through capital markets. These activities also include paying
cash dividends, adding or changing loans, or issuing and selling more stock. This section
of the statement of cash flows measures the flow of cash between a firm and its owners
and creditors.

A positive number indicates that cash has come into the company, which boosts its asset
levels.

A negative figure indicates when the company has paid out capital, such as retiring or
paying off long-term debt or making a dividend payment to shareholders. 

Negative cash flow is when your business has more outgoing than incoming money. You
cannot cover your expenses from sales alone. Instead, you need money from investments
and financing to make up the difference. 
There has been an abundant reduction in inflow of cash for the company. A company can
only continue its working if it earns good profit and incur less losses. But if losses
incurred is more than money earned, then the company would be forced to shut down.

QUESTIONNAIRE
1. How did you hear about us?

 Product demos
 User reviews
 Vendor/Product website
 Free trial/ account
 Vendor representative
 Analyst Rankings and reports
 Your own prior experience with the product
 Vendor marketing collateral
 Third party publications and independent media
 Referral from a friend, colleague, peer
 Communities/forums
 Vendor-produced case studies
 Vendor-provided customer references
 Solution consultant or agency recommendation
 Vendor blog

2. What are you looking for in a new vendor or agency?

 Can adapt to fit your processes

 Will scale as you grow
 Show measurable results
  Will be adopted quickly
 Has good customer support
 Integrates with your stack
 Does not exceed budget

3. What attracted you to our brand?

 Good salary
 Friendly workers
 Fast networking
 Branding

4. Who else is part of this decision making process?

5.What are you hoping to accomplish in a new company?

6. Why Weren’t You Happy With Your Last Vendor?

7. What could stop us from working together?

 Lead list
 Email campaign
 Partner
 Advertising
 Sales generated
 Paid search
 Website Customer referral
 8. What methods do companies use to drive visitors to their web site, and the
effects on their lead qualification and close rates?

Methods to drive lead by qualification rates:

 Social networking
 Public relations
 Cold calling
 Tele marketing
 Online advertising

Methods to drive lead by close rates:

 Blogging
 Social networking
 Pay-per-click

9.What methods do companies use to incentivise visitors on their web site to fill out
a web form, and what are the effects of those offers on their lead qualification and
close rates?

Lead Qualification:

 Price quote
 Proposal Request
 Newsletter Subscription
 Webinar
 White paper library registration
 White paper
 Close rates:
 E-book
 Proposal Request
 Price quote
 White paper

10. What requirements or deal-breakers are there for working together?

11. What physical methods do companies use to deliver leads to sales and lead
qualification representative, and what are the effects of the different deliver
methods on lead qualification and close rates.

Qualification rate:

 Phone ACD
 Database record

Close rate:

 Paper
 Phone ACD

12 .What methods do companies use to assign the correct leads to the correct sales
and lead qualification representative, and what are the effects of the different
distribution methods on lead qualification and close rates.
Close rates:

 First available sales rep

 Skill-based distribution
 Company size
 Vertical market

Qualification rates:

 First available sales rep

 Skill-based distribution
 Geographical