“Woohoo! I just got 100 leads from Marketing,” says Jim, the sales rep.
16 business hours later…
“UGH, I just burned two days going through 100 leads. They didn’t seem interested at all! What a waste of time.”
Jim's disappointment is more common than you would think. Even in our world of “modern marketing”.
On the surface, a bunch of leads are great. But, if they're low-quality leads, reps are burning precious time on sifting through them. That time takes them away from working on better opportunities that have a higher and faster probability of delivering revenue.
Ponder this example:
A rep follows up on 100 low quality leads in a month, spending 10 minutes per lead on initial follow up. That equates to ~16 hours/month time spent.
Now multiple that by how many reps you have. Ouch!
Marketing must deliver the highest quality leads possible. By working with Sales and defining what is a quality lead will help, among other actions.
But Marketing can’t get lazy. Downloading one piece of content or someone visiting your website doesn’t make for a quality lead.
A quality lead (MQL) needs to show trending intent (lead scoring).
We want Jim to succeed, right?
What could Marketing do differently?
If you would like to connect to discuss how you can ensure your reps aren't wasting value time on poor quality leads, send me a note at kschaffglazier@gmail.com