05 Feb

Lead Generation….Clarity of purpose

One of the issues surrounding lead generation is the lack of clarity around what constitutes a lead. In our practice, we hear people refer to leads as a purchased list, a tracked visit to their site, tradeshow “leads”, response to an email and or direct campaign etc. This lack of clarity will cause a whole series of challenges down the road. A company should categorize their funnel in different buckets or levels and only the most qualified leads should ever make it to sales. There should be a migration path from bucket to bucket and a consistent process to build organizational history in your process. Anything less, you become a “Spike” marketer which will yield only  short term results. “Spike” marketing will not create  a lead funnel that is predictable and sustainable.  I will cover in my next post ALEA’s definition of what a lead should be.