As is the case in many companies, the cooperation between our marketing and sales departments used to be less than optimal where leads were concerned. Thanks to the internal project “No Lead Left Behind”, we have been able to find a solution for a rather unproductive situation.
Using marketing automation software, we are currently preparing the next steps such as lead scoring and automated nurturing. We should be able to the see the results in about one year.
Number of sales accepted leads doubled
We have developed a process where not a single lead is lost and where efforts are made to follow up on all leads. The cooperation between the sales and marketing departments has considerably improved as well. Generally speaking, the number of sales accepted leads has doubled, with a record 136% increase in the beginning of the year. We have achieved this thanks to the following four steps of our action plan.
1. We have created an unambiguous process to manage the pipeline from lead to deal, with clear agreements on all intermediate stages, definitions and nomenclature. The process also includes the possibility to refuse or requalify leads on the basis of fixed parameters.
2. We have defined all stages of the process in a very detailed manner in our software, so that they are monitored quickly and correctly.
3. Targets relating to data quality, timing and conversion have been calculated for each stage. These targets are documented in an internal Service Level Agreement, which has been accepted by all sales and marketing people.
4. Through coaching and training we have made sure that everyone is motivated and is working towards the same goal.
This blog post is a contribution by Inge Landerwyn, marketing manager at Basware