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Dataquest Insight: How to Improve Lead Quality
10 August 2009
 
Richard Fouts  

In many technology product and service providers, marketing is accountable for generating lead volume, with little regard to lead quality. A six-week quality initiative helps marketing executives generate the type of leads that have higher probability of closing and contributing to growth.




Price: US$1,295.00

Pages: 16











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Table of Contents

Contents
  • Analysis
    • Introduction
  • Background and Context
  • The Impact
    • Recommendations for a Six-Week "Get Well" Plan
      • Week 1. Validate the Problem With Sales
      • Week 2. Tighten Customer Segmentation
      • Week 3. Estimate Lead Requirements
      • Week 4. Audit Communications for Customer Centricity
      • Week 5. Implement Lead Scoring
      • Week 6. Implement Lead Nurturing
  • Conclusions
  • Recommended Reading
Tables
Table 1.
Use Revenue Targets, Average Deal Size and Conversion Rates to Quantify Lead Requirements
Table 2.
Make the Customer the Focus of Your Communications
Table 3.
Summary of Lead Quality Initiative Deliverables
Figures
Figure 1.
How the Gartner Segmentation Model Helps You Focus
Figure 2.
Use Segmentation Criteria to Guide Business Rules for Lead Scoring
Figure 3.
How Marketing and Sales Should Work Together to Implement Lead Nurturing




This document is published in the following Dataquest Market Insights:
 
IT Marketing and Channels Strategies




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Resource Id: 1123912