Challenge: How to ensure leads passed to your sales team are truly qualified.
“We want the Glengarry leads!” Have you heard your sales team complaining about the quality or quantity of leads? Are the leads you’re delivering turning into actual opportunities in your pipeline? These are common issues and they’re resolved by defining clear expectations and points of handoff.
The solution is relatively simple but requires tight integration between sales and marketing. It starts with a clear definition of a qualified lead. While never truly a science, you can set qualification requirements like buying timeframe, budget allocation, identified pain point, willingness to meet with a sales rep, etc. These need to be clearly communicated to both your lead qualification reps and your sales reps so everyone is on the same page and has the same expectations. Once in place, lead development reps can deliver a qualified lead to a sales rep in the salesforce automation system that’s notifying the sales rep.
The real trick here is to have an enforcement mechanism where the sales rep has a defined time interval to accept or reject the lead. If the time passes, either the reporting or the lead development rep needs to raise focus on this qualified lead that has no sales feedback. If the sales rep rejects the lead, they need to identify which qualified lead criteria were not met. Once accepted, your sales reps must create opportunities in the salesforce automation system. This prevents sales reps from accepting any lead because they will be held accountable for these opportunities in their sales forecast reviews. However, you need your sales operations manager to ensure that all accepted leads are indeed converted into opportunities.
Lesson: The tighter the lead qualification and acceptance rules, the less leaky your sales funnel.