Phase 13: Lead Generation
Generate enough leads for the sales team to exceed the revenue objectives.
Businesses that generate a lot of revenue from a lot of accounts need a constant stream of new leads entering the funnel. If Sales is generating leads, they are not closing deals. Marketing needs to feed the sales teams with qualified leads and get them focused on running effective sales campaigns. Failure to fill the sales team’s funnel will result in below average revenue growth.
- Lead management process
- Common lead and opportunity definitions
- Lead response workflows
- Nurture pathways
- Offer matrix
- Lead development rep playbook
- Job aids
- Training courseware
- Train-the-trainer manual
- Lead nurturing assessment
- Attribution analysis
- Recruiting, hiring, and onboarding lead development reps
- Lead generation KPIs
With this portion of the marketing strategy complete, it is time to move on to Phase 14: Customer Marketing.