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Lead Generation Program Checklist

 

How can you maximize the success rate of your lead generation programs? The system you set up to process sales leads can make the difference between satisfied customers and missed opportunities. What follows is a checklist of questions to ask yourself as you optimize your lead generation and qualification process.

 

Developing Long-Term Leads

Salespeople tend to concentrate on the 25% of leads that are most obviously qualified: on prospects who seem ready to buy soon. Studies show, however, that 75% of sales result from longer-term leads that are frequently ignored by the sales staff. It is essential to keep these longer-term leads from "falling through the cracks."

 

• Do you have a prospect relationship marketing program designed to "touch" these longer-term prospects regularly, throughout the sales cycle—using e-mail, direct mail, fax and phone?
• How often should you contact prospects?
• What kinds of messaging should you send using this prospect relationship marketing program?
• What kinds of offers should you employ to drive prospects into the sales funnel?

 

Inquiry Fulfillment

• What materials should you send to fulfill the identified forms of inquiry?
• Are you prepared to provide e-mailed versions (or Web downloads) of literature for prospects who wish to receive information this way?
• Do you have, and can you afford, sufficient quantities of printed collateral for prospects who request it?
• Do you have the systems, processes and people required to get printed and electronic materials to requestors rapidly, if not instantaneously?
• Are you prepared to capture all inquiries in a database for ongoing nurturing and qualification efforts? (See "Developing Long-Term Leads" above.)
• Do you have the data entry staff or outside services in place to get the inquiries into the database?

 

Qualifying Leads Before They Get to Distributors, Resellers and Sales Representatives

• How do you know if a lead is qualified? Which questions must be asked as part of the process? Is there an agreement in place with sales management?
• Which questions must be asked in order to route a lead to the right sales resource?
• Are these questions being posed as part of every response device—e-mail, direct mail, fax and phone?

 

Process for Distributing Qualified Leads to Sales Resources

• Does the process work in conjunction with the sales staff's current contact-management and e-mail systems?
• Can the process get leads to salespeople rapidly, if not instantaneously?
• Is the process easy for your salespeople (and partners) to use?
• Can your salespeople (and partners) get their leads via the Internet?

 

Measuring Results of Lead Generation, Development, and Follow-up Programs

• Can you calculate cost per lead, cost per qualified lead and cost per sale?
• Can you determine which lead generation programs produce the greatest ROI?
• Can you demonstrate that your lead generation programs are successful in terms of increased market share, as well as higher sales?