Is Your Marketing Funnel Producing Actionable Leads To Teleprospect?
We all care about the quality of the marketing leads we’re putting in front of inside sales team to follow up on. At the same time, we all could use a little work on the time we spend to determine what is and isn’t worth making a dial into. There have been many times I’ve seen marketing with the good intention of providing a vast amount of leads, more often than not they can deliver on that promise, but it can often be at the inside team’s expense. The problem is without putting the scrubbing mechanisms in place to gauge true lead quality; you’re putting inside team at a huge disadvantage, and ultimately making your campaigns suffer as a result.
It seems to me that at times marketing attempts to jam as much as they can at the top of the funnel, assuming since it came from one of their campaigns it will result in closed business. Problem is that generally there is no guideline in place to “optimize” leads as they enter the top of the funnel. Meanwhile the average outside rep is sitting there expecting to see an overwhelming amount of sales ready leads being qualified from the inside team and typically they are underwhelmed by the lack of volume.
I came across an interesting blog by Jen Doyle from “the marketing experiments blog” that seemed to address the issues I’ve mentioned above – I recommend reading it.
On the whole, it really can be a painstaking process to make your leads “call worthy”. As much as we all enjoy sifting through 500 leads from your last webinar, having to pull out prospects you’re currently engaged with Gmail addresses-duplicate contacts, etc… it’s unfortunately a necessary evil. Jen has touched on 5 simple ways to optimize the funnel without needing to overcomplicate the process. Truth is it doesn’t have to be that difficult. We just have to take it upon ourselves to make it happen.