Are you able to optimize your sales lead routing and assignment processes? You can only gain sales and marketing ROI if you manage it properly.
Let me explain.
LeadData’s latest report, The State of Lead Management, was based on 527 B2B marketers and sellers. It found that 25.5 percent of marketing-generated leads get assigned to the wrong account owners.
Individuals who express an interest in the topic are not receiving the attention they deserve.
LeanData also found that sales and marketing leaders have differing opinions about lead follow-up. The chart below illustrates 30% of marketers believe sales will always follow up on leads generated by marketing, compared to 61% of sales leaders.
Can you share the following information with your sales team?
Written criteria for lead routing (territories and vertical focus, product interests, etc.
Time-to-follow-up expectations for sales (2 hours, 24hrs, 48 hours)
Support for sales team members by management?
Clear process flow from the completion of forms to the hand-off of sales?
I helped a client develop a service level agreement to improve lead routing and increased their leads-to-opportunities by over 200%.
A universal lead description was created. This influenced the way they scored leads. Field sales also agreed to engage all qualified marketing leads within 24 hours.
All leads were qualified with inside sales. They were distributed within two hours.
I used a checklist to update territories frequently to keep up with changes.
Salesforce.com automates the routing of leads. The workflow notifies salespeople and creates a task that has a deadline.
If a qualified lead isn’t opened/edited by their assigned rep in 24 hours, they will receive a reminder message from their manager. If a sales lead is not extended/edited by the designated broker within 48 hours, they are given a call to see if they need assistance or if they need to be reassigned.
Planning the process and working with sales takes time. It’s well worth the effort. They converted 200% more leads into opportunities using this approach.