This blog post consists of four 60-90 second videos to evaluate your effectiveness.


75-Second Introduction Video



Common Mistake #1 – Premature Acceleration of Leads to Sales

Are sales reps complaining about the quality of their leads?  Look closely at the time window of leads advancing to the sales force.  Marketing campaigns that acquire late stage buyers should accelerate quickly.  However most campaign inquires are early stage awareness prospects.  


Is there a large quantity of leads accelerating to the sales force within the first day of inquiry?  If so you are likely suffering from one of the following:


  • Score thresholds that are too low:  There is an eagerness to show results to the field.  Sales leaders encourage low thresholds to increase the flow of leads.
  • Scoring activity amounts that are too high:  The specific score on certain activities or content assets may be too high.  Often content items are scored too high.  Consideration is not given to total scores than include a series of activities for an early stage prospect.
  • Short-sighted routing rules:  This involves routing rules that short-circuit involvement by the lead development reps.  Undeveloped leads go right to sales reps.  The problem is that the prospects aren’t ready to talk to a sales rep.  The entire value proposition of facilitated buying is undermined.


Below is an example of a corrupted scoring model with activity scores that are too high, and a threshold that is too low.  Note that a single visit and series of interactions can result in a ‘sales ready’ lead:


Lead Gen Scoring Example of Corruption


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Most Common Mistakes in Lead Generationu002D Videos


Vince Koehler

Help clients drive a strong marketing return on investment.

Prior to SBI, Vince served as the head of marketing for Integer and led e-commerce Agency of Record account teams at VML, a full service digital marketing agency. During his tenure, VML became a market leader, growing from 72 to more than 700 employees. Prior to VML, Vince was the President of Propeller Interactive, a digital marketing agency with clients such as Koch & Sprint.

Vince was the primary author of the latest SBI Magazine focused on Revenue attribution. Marketers are always looking for ways to demonstrate that their investments are connected to revenue generation. Attribution modeling is a data-driven approach to measure the monetary impact on lead conversion, opportunity creation, and revenue generation. To see how revenue attribution fits into your overall marketing strategy, download our SBI Magazine Special Issue: Revenue Attribution.

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