Lead Generation and Selling Strategies

Today’s MarketingProfs.com had a great article on Lead Generation by Stephen Diorio. In it, he cites a fairly large number of statistics to support his belief that fixing the lead generation process is a great place to generate new growth. Some stats include:

Selling takes more time and resources—the sales cycle has become 22% longer as buyers are taking longer to consider their decisions and buying is being managed more professionally (Sirius Decisions).

Too few resources are dedicated to “front end” lead generation—on average, sales teams spend less than 15% of sales time on lead generation (Sirius Decisions).

Leads are not managed very well—over 75% of leads are not followed up on properly (Sirius Decisions).

More resources are devoted now to the “back end” of the sales process —customer retention budgets are growing (Profitable Channels).

Demand creation is not a major priority—only 6% of organizations make lead generation a sales-training priority (Sirius Decisions).

Demand-generation budgets are being cut—fewer than 10% of organizations are undertaking significant strategic investments focused on new-customer acquisition (Profitable Channels).

Most organizations recognize they do a bad job at managing the “front end” of the sales process— 87% of sales and marketing leaders rate themselves average or below average at generating demand (Sirius Decisions).

He then goes on to describe in detail his “Six Strategies for Revitalizing the Lead Generation Process” which include:

1. Make more time for leads.

2. Keep better score.

3. Use timing to improve targeting.

4. Make the sales force your client.

5. Look for growth in the “white space.” (places where customers shop, but where existing media, channels and promotions cannot reach)

6. Use more interactive direct marketing.

I’ll refer you to his article to learn more about these strategies, but it’s definitely a worthwhile article to give you a better understanding of lead generation and ideas for improving your processes!

» Read Article: Revitalizing Lead Creation: Six Strategies That Work (Part 1)

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