Marketing & Sales Roundtable Lead Generation: Feeding the Sales Funnel September 2003

©2003 Rosemary Remacle 2 Agenda Lead generation and the marketing/sales process Lead generation and the sales funnel Lead generation and stages of company development Feeding the Sales Funnel: lead generation programs Lead generation program design variables Lead generation program management Some tips

©2003 Rosemary Remacle 3 Lead Generation and Marketing/ Sales Process Strategy Plan: Market Leadership Custome r Segment Value Proposition Force Field, Market Momentum Creation Segment Focused Lead Generation & Qualification - referrals - programs Managed Sales Process/ Sales Funnel Customer Acquisition SalesMarketing/SalesMarketing Programs (PR, website, Speaker Program, White Papers etc.) Market leverage model Service & Support Service/Support Organization PROSPECTS/LEADS – BY SEGMENT LEAD QUALIFICATION CONSULTATION PROPOSAL CLOSE JUSTIFICATION

©2003 Rosemary Remacle 4 Lead Generation and the Sales Funnel Segment-Focused Lead Generation Programs PROSPECT GENERATION – BY SEGMENT LEAD QUALIFICATION CONSULTATION PRESENTATION(S) JUSTIFICATION PROPOSAL CLOSE Marketing, Sales Business Development Marketing Sales Channel Partners Sales + Technical Sales + Finance + Operations Sales + Finance Sales (+ Corporate Executives)

©2003 Rosemary Remacle 5 Lead Generation by Stages of Company Development Product Development Beta Launch, Market Development Acquire Beta customers Referrals (Personal networks) Informal/ad hoc programs (Participation in visionary/early adopter events etc.) Marketing Sales (‘Elephant Hunters’) Identify Potential Lead Sources in available customer segments Referrals (Extended personal networks) Partners/Customers Formal programs Marketing Sales (Telesales,‘Elephant Hunters’) Feed the Funnel: Develop market entry segment momentum and revenue flow Referral (Extended personal networks) Partners/Customers Formal programs Marketing Sales (Telesales,‘Elephant Hunters’, Channel Partners) Phase Lead Generation Goal Sources of Leads Participants

©2003 Rosemary Remacle 6 Feeding the Funnel: Lead Generation Programs Search engine placements Website visits/Promotions Trade shows Seminars/Webinars PR/Speaker programs Direct marketing – snail- and , telemarketing Partner co-marketing Ads – press and electronic Etc.

©2003 Rosemary Remacle 7 StrategyStrategy PlanPlanDeployDeployAnalyzeAnalyze Refine Strategy Lead Generation Program Overview Activities Research Strategy Goals & metrics Key messages Prospect database Program definition Incentives Lists Configure platform(?) Creative development Inventory & logistics management Data collection Response rate Leads generated etc. Strategy against outcome Required course corrections identification Responsibilities Marketing Marketing service providers Sales Marketing Marketing service providers IT service provider Fulfillment house Sales Marketing Marketing service providers IT service provider Fulfillment house Sales Marketing Marketing service providers IT service provider Fulfillment house Sales In-house marketing Marketing service providers Sales

©2003 Rosemary Remacle 8 Lead Generation Program Design Variables Product Company stage/Segmentation roadmap maturity Industry/Customer segments Category maturity Resources/Budgets Etc.

©2003 Rosemary Remacle 9 Lead Generation Program Management ‘Call center’ Program Potential Customer Responses Sales Channel Metrics Program Homepage, Website Telesales Direct Sales Partners Lead Qualification Search engine placements Website visits/promotions Trade shows Seminars/Webinars PR/Speaker programs Direct marketing Partner co- marketing Ads Prioritization and Routing Closed sales per channel Closed sales per lead Cost per qualified lead Customer lifetime value Absolute Requirement: Contact DB SFA CRM

©2003 Rosemary Remacle 10 Some Tips Start with segmentation or it’s usually a wasted exercise Bring sales management into the process at the beginning Program goals, metrics, follow-up are necessary ingredients Start a contact DB as soon as the potential customer list exceeds “one” Pain points: ensuring ’closed loop’ of complex process List acquisition Complex process management Clear roles and responsibilities

©2003 Rosemary Remacle 11 Summary “It’s hard to fill the funnel if it’s not under the faucet” B. Roberson, “What Really Works”

©2003 Rosemary Remacle 12 Presenters Liz Arrington,Consultant Market Focus Patty Burke, Consultant Market Focus Rosemary Remacle, Consultant Market Focus