What Is Lead Management?One definition of lead management

is:

Lead acquisition / data capture Data cleansing and lead import Lead distribution Lead enrichment, scoring, and

prioritization Lead qualification

and conversion / lead cultivation

Salesforce Lead Management1. Track "lead source" and "lead type". This allows

them to report on effectiveness by the channel and the offer.

2. Create detailed information to help sales follow-up from the campaign.

3. Assign leads based on open capacity.(rewarding the most efficient reps with the most leads)

4. Adjust lead nurturing based on lead source(lead types show deeper engagement, and which are most likely to close)

Contd…5. Define lead status values to your team.

6. Inquiries from current customers are still leads.

7. Report on lead inactivity.

Is this how your distribution channel views your leads?

Q: What’s the difference between most leads and a fortune cookie?

A: The fortune cookie might come true!

Startling Facts About Leads1. 87% are never effectively followed up on

2. 76% of sales people view leads as “cold calls”

3. 43% of prospective buyers receive information after they have made a buying decision

4. 10% of exhibitors use any organized form of post-show measurement

Determining the REAL Cost of Poor Lead Management1. Cost Per Lead:

Total Show Spend/# Leads Ex.75,000 / 150 Leads = 500 per lead

2. Lost Revenue Opportunity: Average Sale Amount x # Lead Conversion % Ex.25,000 x (150 leads x .25% = 38) =950,000

3. Brand Perception: How does not following up impact your

company’s brand perceptions in the market? Time loss- since “ time is Money”.

The Exhibiting ROI Truth…

“If you are ever going to produce a financial ROI, it is hidden in your leads.”

Why is this happening?1. Marketing and Sales “disconnect”2. Perceived quality of leads3. Lack of exhibit staff training

86% of booth staff have never received one single hour of professional training on how to work an exhibit

4. Lack of “clarity” on what a lead really is5. Lack of a “Closed-Loop” lead management

system

The “Closed-Loop” Lead Management Process

Keys to a Closed Loop Lead Management Process

1. Capture the highest quality leads

2. Efficiently Route leads to the right people for fast follow-up

3. Provide an easy method for lead recipients to Report progress and sales conversion

Improving Lead CAPTURE Process

What Is and Isn’t a Lead• Personal Interaction• Qualifying Questions Asked• Answers Documented• Next Step Identified

& Agreed On by Visitor

2.Set a Realistic Lead Goal “Exhibit Activity Level”

# of exhibiting hours 25 # of booth staff x 4 total staff hours 100 interactions/hr/staffer x 4 total target interactions 400 % of visitors to lead .25 Lead goal 100

3.What Information does sales Want to Capture to Qualify Leads

1.Project/Application/Need 2.Requirements or

Specifications3.Product Interest & Level4.Buying Role 5.Budget6.Timeframe7.Decision Team8.Other?

Lead

Grade

Time Frame for Purchase

Budget

Identified

Buying

Role A+ 0 to 3 Months Yes Final Say/Specify

A 4 to 6 Months Yes Final Say/Specify

B+ 7 to 9 Months Yes Final Say/Specify

Recommend

B 10 to 12 Months Yes Recommend

C+ More than 1 Year Yes Recommend

C Unknown No No Role

4.Develop Specific Priority Codes

Contd… Training Staff

Reason for the system Accountability Hands-on Role playing Kick off with contests

Assign a Lead Captain

Collection deviceMonitor Goals vs ActualAcknowledge &

CorrectionsEntry into CRM Routing

Improving Lead ROUTING Process Only Route Qualified

Leads

Do it FAST

Include All Relevant Data

Use Your CRM system(a web based system)

Improving Lead Reporting Process End of Lead Review

Close of Show Report Number of leads captured

versus goal Cost Per lead Number and % by priority code

Create Culture of Reporting Contact their Manager Use Contest to Kick-off

Contd…4. Make it Easy

Provide basic info

Ask for last contact date, next contact date, stage of sales cycle, projected dollar amount and probability of sale

5. Follow-up on target on dates

6. Notify the team of progress and results

7. Recognize and reward performers

Lead management at a glance

LEADSQUALITY LEADS

PROMOTIONS / MORE INCENTIVES / SATISFACTION

SUPERLATIVE

PERFORMANCE

BUDGET ACHIEVED

SALES

CUSTOMER