Universal Lead Definition: Why 61% of B2B marketers are wasting resources and how they can stop

Confession: we wish we could peep this opposite each marketer’s mechanism shade a impulse it powered up:

A concept lead clarification (ULD) clarifies what a lead is to everybody in your organization. It also:

  • Fits a form of your ideal customer
  • Has been competent as sales-ready
  • Spells out a responsibilities and accountabilities of Sales and Marketing
  • Makes Marketing and Sales some-more efficient

Still, many of a companies we accommodate with do not have a ULD. An strange 61% of B2B marketers acknowledge to promulgation “leads” directly to Sales though qualification, according to a MarketingSherpa 2012 B2B Marketing Benchmark Report.

Are these truly leads? Not really. Anyone who expresses seductiveness in what we sell is an inquiry, not a lead. Experience has taught me that usually 5% to 15% of inquiries are prepared to pronounce to Sales. However, as many as 80% of inquiries will be prepared to pronounce with Sales in a future. If we send leads too soon, Sales will drop them, so we contingency maintain them until they fit your ULD.

What does a concept lead clarification demeanour like?

A ULD doesn’t need to be complex. Here’s an instance from one of a past investigate partners, an $80 billion IT government organization.

An exploration becomes a lead when it:

  • Fits a aim patron form (industry, revenue, series of employees, etc.)
  • Has seductiveness from a preference maker
  • Needs what a association sells
  • Plans to weigh a resolution in 3 months or less
  • Plans to make a squeeze preference in 6 months or less
  • Is prepared to pronounce with a sales repute within dual weeks

Setting and regulating this clarification brought a 375% boost in sales-ready leads though an boost in spending. It also helped a sales and selling teams solve problems such as:

  • Leads not being competent or prioritized
  • Leads not being nurtured
  • Sales rejecting leads
  • No burden or handoff

The clarification could be practical to each lead regardless of where it came from — either teleprospecting, inbound marketing, webinars or elsewhere. It set a customary for last that leads should accept a top priority and brought potency to a sales process.

How to emanate a concept lead definition

So now that we know what a ULD looks like, here’s how we emanate one:

  1. Bring Sales and Marketing together for a meeting with a leader/facilitator whom both groups respect. The grounds is that you’re in this together.
  2. Asks Sales this pivotal question: “For us to be 100% certain that when we send we a lead, we will act on it and yield feedback 100% of a time, what do we need to know? At what indicate do we cruise a lead qualified?”
  3. Listen to what Sales has to contend and don’t interrupt. Every peddler contingency participate.
  4. Clarify and continue. Write a outline of your meeting, including your initial definition, and have another one to explain what was said. Make certain everybody is confident — clever accord is critical.
  5. Publish a ULD everywhere so people who are concerned with lead era are constantly wakeful of their target.
  6. Close a loop with huddles — face-to-face or voice-to-voice meetings. Don’t count on program to tighten a loop for you. Sales and Marketing should accommodate biweekly to safeguard a lead clarification is still accurate. Ask questions like, “Was X a lead? Did they enter a sales process? Why or because not? What else would we like to have famous about this lead? What else can we improve? What should we stop doing? What should we start doing?”

It doesn’t take a lot of time or bid to mind my warning, though we guarantee you, a rewards of doing so — some-more pipeline, sales, success and improved ROI — will make it some-more than worthwhile.

Related Resources:

Lead Generation Check list – Part 4: Clear and Universal Lead Definition

5 dials to balance in your lead era process

Why a Term “Marketing-Qualified Lead” Creates Serious Confusion – Part 2

Fostering Sales-Marketing Alignment: A 5-Step Lead Management Process

Webinar Replay: 2012 B2B Marketing Benchmark Report Reveals How Marketers Can Transform Mounting Pressure, Challenges into Revenue

  • Digg
  • StumbleUpon
  • del.icio.us
  • Facebook
  • LinkedIn

Lead Qualification


Leave a Reply