Is This How Your Sales Team Views Leads?

 

Sales Ready vs. Market Ready

The typical marketer and sales person, in a complex B2B sales environment, understands the value of a truly       qualified sales ready lead over a market ready prospect, because it meets a designated set of criteria and progresses into a sale faster with fewer selling resources.

 

Sales Ready Lead

  • Budget: Projects are identified as funded.
  • Authority: Contact is a decision-maker.
  • Need: Your solutions can solve their problems.
  • Timeframe to purchase: Timeframe matches your requirements.

DMP customizes all four BANT categories to our clients' specifications.

 

Market Ready Prospect

  • Hand-raisers: clicked-through an email, or responded to an adwords or banner campaign.
  • Attended a webinar or other marketing event.
  • Downloaded a case study or whitepaper from your website.
  • Called a toll-free number for more information as a result of a direct mail offer.

Market ready prospects are a good source of sales ready leads and DMP offers a pre-sales team to qualify them.

 

Just want to give you a heads up that these CoolThread telemarketing leads are good!
I am getting the highest ratio of positive hits on them versus any other program.  The reps are loving them as well.

 

Matt Garadis
Government Account Manager
Sun Microsystems

 

Direct Marketing Partners

is an outsourced business-to-business marketing service provider. Through the use of proprietary tools, personalized multi-touch strategies, and unmatched analytics, we specialize in optimizing lead pipelines, accelerating our clients' marketing-through-sales cycles, and achieving measurable, robust ROI. Our core competencies include sales lead generation and qualification, direct and channel partner lead pipeline management, audience acquisition, and database marketing and management.

Optimizing the Pipeline for Sales-Ready Leads

The Ineffective Go-To-Market Problem Unveiled

A joint report from The Chief Marketing Officer (CMO) Council and the Boston Consulting Group shook the B2B marketing industry when the study revealed an alarming trend:  "the majority of global companies surveyed acknowledged significant deficiencies in their go-to-market capabilities and sales processes."  Findings showed major disconnects between what B2B firms know they should be doing and what they are actually doing to enhance their go-to-market processes.

 

Furthermore, only 6% of executives surveyed were satisfied with their go-to-market capabilities enough to rate them "extremely good".  The CMO Council summed up the issue, saying that most firms are focusing on "small and near term problems instead of tackling larger strategic…issues". Clearly, the pressure is now on at the senior level to better align sales and marketing and resolve this inefficiency gap.

 

The Solution: Sales Lead Optimization

Sales Lead Optimization is defined as the go-to-market process, unique to each company's scenario and marketplace, which yields pre-qualified selling opportunities with accelerated rates of progression through the sales cycle. 

Sales lead optimization allows a higher return on investment than traditional or non-optimized models. Sales lead optimization has quickly become the single most cost effective tool that B2B firms can use to increase sales, decrease costs and selling cycle timelines and improve profitability.

 

Yet, many firms still rely on campaigns that achieve only a 1% - 3% response rate. Then only a subset─typically 4% - 8% of those─meet the criteria for a qualified lead set by the sales force.

Many firms compound the problem by routing the unqualified suspects to the sales team as "leads," thus passing along the inefficiencies and causing the sales force to lose confidence in marketing's ability to support sales.

 

Senior management is now challenging this scenario. By raising the bar and demanding ROI on marketing campaign budgets, management has created a rush towards adopting the sales lead optimization approach.

 

DMP has perfected the sales lead optimization process. We bridge the gap between sales and marketing by delivering truly qualified, sales-ready leads to our clients, helping them achieve higher sales yields from fewer resources and making the entire team successful.

 

Give Your Team a New Perspective

 

Step-by-Step Sales Lead Optimization

  • Determine if and where a client's marketing programs can be better optimized.
  • Apply DMP's reverse engineering sales lead calculator and funnel analysis modeling tools to quantify each stage based on revenue goals.
  • Provide strategic input on the plan and tactical direct marketing - telemarketing touch metrics.
  • Execute the go-to-market touch campaign(s) and engage the target audience with the message, offer and value proposition.
  • Track and validate the campaign(s) using automation tools and reporting dashboards.
  • Benchmark the program and compare the progress to the strategic plan. DMP program managers provide market insight & analysis on how and why the targets responded to the campaign.
  • Sales progress and revenues are tracked for ROI.

 

Throughout the campaign(s), DMP utilizes a continuous improvement process to refine the go-to-market variables to improve and increase results into the optimal zone. Sales Pipeline objectives are met in less time and at lower total cost.

 

How can DMP optimize your pipeline?

Call 800-909-2626 x4 or email  This e-mail address is being protected from spambots. You need JavaScript enabled to view it. to find out today!

 

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