How’s that lead generation working for you?

You can’t ask that question without also asking, “How is the Marketing Automation and CRM working for you?”  Both valid questions.  Both entwined with each other.  Both dependent on each other in a performance oriented dance that is more easily measured than most people let on. 

Of course, everyone declares that lead generation can be measured and tracked and refined and repeated, but does it happen in the common everyday B2B company?  It is happening in the largest B2B companies and it may be happening more than some admit, because who wants to admit it openly and let their competitors know that they have figured out the secret sauce for growth? 

We know lead generation can be refined to create a high quantity of qualified leads and  sales.  The CRM tracks,  informs and delivers the leads and tracks the pipeline and lead generation success. Marketing Automation takes on sales chores as it delivers content based on precise information which is revealed from questions and answers and more questions and more answers.  

It’s  no secret that multiple contacts with a prospect leads to increased sales results while 75-90% of all salespeople fail to follow-up at all.

So, I ask you, how is it working for you?  If you don’t have the process (CRM, MA) in place to measure your lead gen, when will you start?   If you have the process in place, are you measuring lead generation and using the systems to their maximum advantage?  Some managers are and they are kicking the butts of those who bought the technology and expected it to work without creativity and management. 

In marketing, the need is great, but those who know how to harvest are few. 

Comments

[Nancy Arter]

Great post! I totally agree -- many spend the money on CRM and MA, then let it sit in the corner and collect dust. Or worse still, never take the time to set the databases up on the front end so that sales folks can establish the habit of using them on a consistent basis. Hence, the 75-90% of sales people who don't follow up. What a waste of time, energy, resources and money.

In order to make this work, the leadership team has to take the time to ensure best practices, then inspect usage and results. Some things never change . . .

[Kimberly Prescott]

World class systems don't ensure optimal results. It is the consistent measuring and reporting of those systems combined with business processes that support the sales team member for success in using them. User adoption is one issue that can't be overcome by email automation or a world class CRM system. I agree with the above post, it must be a culture of the company from the top down.