People who are not into business will seldom understand the difference between sales and marketing. Some people think that marketers are salespeople, and some think that salespeople all just want to market their products and services. Well, that mentality is wrong. Marketers are in, in a way, in charge of doing lead generation for their company through their advertisements and marketing offers. Salespeople are the ones who handle the generated leads to try and close them.
Now that you have a basic understanding of the difference between marketing and sales, let’s take a look at how you can measure your lead generation results. First off, how can you tell the quality of a lead? Marketers say that a quality lead is one that is qualified; a prospect that shows interest, has a budget and a need for a certain product/service.
Salespeople, however, have something different in mind when it comes to the quality of leads generated. We asked one of your sales reps and he said “effective lead generation campaigns… I measure them if I can close the leads they generate,” So according to our sales representative, he measures the effectiveness of a campaign based on whether he can get somewhere when he gets the leads handed down to him.
So are you looking for a way to measure how effective your lead generation campaign is? Here’s a way to find out.
As seen above, our rep stated that he measures leads on whether he closes a deal or not. Well, such can be a measure of the worth of your lead generation campaign. After all, what’s the use of a lead if you can’t close them?
If you want to get an idea on the quality of your leads, ask your sales department and staff. What are the problems they have in dealing with your generated leads? Is there something lacking when they finally make contact with the prospect? How often do leads handed down to them actually convert? Your salespeople are the ones responsible for pursuing your leads so it is best to ask them if what you give them is bringing in results.
Many businesses turn to the aid of lead generation companies such as telemarketing firms when it comes to getting more leads for their companies. However, are the generated leads yielding good results?
As such, take a look at what you are currently making. Are you closing leads from your lead generation campaign? Are the figures you currently make paying back on your investment? A good lead will most likely be converted into a client so in a way you can measure your campaign and leads effectiveness based on whether you are making enough to pay back on your investment, or if you are getting more sales.
Normally, we would be able to measure the effectiveness of our lead generation campaign just by taking a look at how many leads are generated in a period of time. Of course, we can’t expect the same figures as the months roll on as the needs of people change over time and can thus affect results.
The sales you make, however, can also be a measure of just how effective your campaign is. More leads means more possible sales. More sales means that you are generating high-quality leads, and that just means your campaign is effective.
So what’s your take on measuring your results with sales lead generation?
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