The efforts of your marketing team, are creating demand for your product or service, that drives targeted traffic to your website in order to convert visitors to highly qualified leads. 

 

Granted, we all are going to have distinct criteria for what consitutes a lead, and what consitutes a conversion.  However, the intent is industry agnostic, and the engine that runs the ship is the demand generation that your marketing team must be doing.

 

The Lead Management process applies a highly focused, relevant, and frequent series of impressions, to potential and existing customers.  These impressions, in the framework of your sales organization, need to be made by both sales and marketing.

 

So how exactly do sales and marketing work together to make impressions on specific leads?

 

1.  Conduct a content inventory (visual #1)
2.  Populate the fiields of your content matrix (visual #2)
3.  Clearly define your buyer’s persona

 

Image #1Content Inventory

 

Image #2Content Matrix

 

(source of the inventory and matrix: Content Marketing Institute Blog)

As your marketing team continues to produce dynamic, remarkable and easily sharable content, your lead development reps should be leveraging this clearly defined content matrix, to stay relevant with your leads as they are escorted down the path to purchase.

 

So how does the lead generation relationship between sales and marketing go from a first date to marriage?

 

1.  By defining a clear exit criteria a lead must achieve before moving from one stage of the funnel to the next. Your LDR’s sales techniques, must now include the ability to commincate with Marketing to obtain highly relevant, dynamic, content for the phase of the funnel the lead is in

 

2.  By creating a Persona for your buyers, and describing questions that need to be answered depending on which stage of the buying process the lead is in.  Doing this highly critical exercise, you are giving a voice to your leads, so that when the time comes to go live, your dialogues are far more relevant and successful

 

3.  By conducting a content inventory and populating a content matrix with both sales and marketing participating in the exercise

 

4.  By keeping your CRM system current and accurate with every impression that is made by both sales and marketing. This way both sides are able to leverage analytics like:
-The number of leads per stage
-How long have those leads been in each stage
-How many impressions each lead has received

 

Sales and Marketing need to hurry up and get married so that your Lead Generation efforts can deliver an improved output.

 

Follow @AaronMandelbaum Follow @MakingTheNumber

 

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