Definition of a lead sirius decisions12/10/2023 ![]() typically SDRs – Sales Development Reps) in order to be able to follow up on these qualified leads). And this inquiry is the process of registering their contact information on your website whether it is on a traditional form or in a form of Conversational Marketing (this contact information is what your sales team needs (i.e. The “Demand Gen / Lead Gen” process starts first with creating targeted awareness to attract interest that causes prospective buyers to express their interest via an inquiry. ![]() hand raisers) and then cultivating or nurturing these leads to a point where they are leveled up and are sufficiently high-scoring that they are now either MQLs or SQLs and are therefore *qualified* to be passed over to the sales team and can then be counted on to convert well into Opportunities in the Sales Pipeline. metrics-driven and analytical function that requires consistent measurement and deep analysisĭemand Gen is about getting prospective buyers in your target market to take action towards a point of expressing interest (even high-level – i.e.process engineering and operational focus – requires process engineering expertise.drive the acquisition of *qualified leads* (not just any low-scoring leads).$ budgeting and the investment analysis to achieve requisite ROI (and deep data analysis to improve ROI). ![]() “Revenue-focused” B2B Marketing function (it’s not focused on the brand or other more creative areas of marketing).Here are the key points of Demand Generation: Finally, it’s a very metrics-driven and analytical area of marketing rather than a creative one and requires consistent measuring and deep analysis. ![]() It’s a very process-oriented function and requires an operational and organizational skill set. Demand Generation comprises the strategy, process, budgeting and the investment analysis to measure the ROI plus deep data analysis, implementation of tech stack and automation systems, multi-modal and multi-channel motions, the corresponding techniques, and a set of targeted & focused programs and campaigns (and targeted execution of these programs for measurable ROI) that drive the acquisition of *qualified leads* which directly affect and grow the sales pipeline and are “revenue-focused”. And this is why I am writing this article – so that other CEOs, CROs and VPs of Sales really understand what they need to help drive revenue growth and to ensure they don’t develop a wrong strategy or hire the wrong people via a misunderstanding that Content Marketing or Inbound will generate the requisite lead flow they need to drive sales.ī2B Demand Generation is a “Revenue-focused” B2B Marketing function that creates interest and inquiry in the company’s product or service and directly drives sales pipeline and ultimately accelerates revenue. In other words, if you don’t have a Demand Generation machine in place then the VP of Sales and the sales team will struggle in hitting the number. “If you can’t predictably generate leads and opportunities… win them, and do it profitably, you’re gonna struggle.” And it goes without saying that a “lead” is not some cold name but is actually qualified prospective buyer who raised a hand – these types of leads are typically generated by your Demand Generation team within Marketing (and sometimes by Outbound SDRs who are typically part of the sales team). Every VP of Sales knows that to hit the number there must be a predictable lead flow. You’ve been trying to grow your leads, and thus sales, but it’s been harder than you expected … maybe a lot harder.”Įvery good VP of Sales or a CRO (Chief Revenue Officer) must first and foremost have an effective and well-oiled Demand Generation machine supporting the sales team’s success. “Lead generation is the #1 lever that drives revenue growth, and can create hypergrowth. Jason Lemkin and Aaron Ross wrote in their best-selling book “From Impossible to Inevitable”: And leads are generated via a solid Demand Generation / Lead Generation function which is usually part of marketing. Leads are the fuel for a successful B2B sales team.
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