Excellent Advice from Pat McGraw:
Posted: 22 Jun 2011 08:37 AM PDT
Here’s a simple 7-step process that you should consider whenever your searching for ways to improve the performance of your sales team.
Couple of terms to be defined here – a “lead” is a potential buyer that hasn’t been qualified yet; a “marketing qualified lead” requires marketing to examine the information provided by the “lead” and to determine if it meets certain established criteria so that the lead can be either handed to sales or placed in the nurturing process; a “sales accepted lead” is a marketing qualified lead that is sent to for review and it is determined that the lead should remain with sales; and a ‘sales ready lead’ is one that is asking for proposals and in the buying process.
Their web forms and telephone scripts asked for this information, and it was captured in their database for automatic scoring. If the lead scored above a certain level, they were considered ‘marketing qualified’ and were sent to sales. Below a certain level, they were placed into the nurturing campaign so we could continue to develop a relationship and attempt to gain more information that impacted the score.
Hope these help – let me know what you think and if you have used other approaches that have worked.