Yes – lead definition, digital scoring, marketing automation, qualification, recycling, service level agreements, closed-loop reporting, and dashboards foster sales and marketing alignment… to a point. Do you want to know how to take alignment to the next level?
With either dedicated in-house, or outsourced lead generation (market development, sales development) people, did you know you can:
Nurture and convert more leads
Increase brand awareness
Know more about your market
Build a stable bridge between sales and marketing
Lead Generation Representatives (LGRs) should attend both sales and marketing department weekly meetings or calls to increase communication. In relation to scaling, on average, one LGR can typically support 3-6 sales representatives (SRs). Of course, more strategic tag team endeavors to get into complex enterprise accounts require more collaboration, and in such cases one LGR would be able to support 3 to 4 SRs.
Over the course of a decade and a half, my thinking has evolved about how the right LGR commission plan drives better sales and marketing alignment.
Having an in-house team to which you pay base salaries, and commission based on the number of scheduled or completed appointments, or leads (passed or accepted) is counterproductive, encourages the wrong behaviors, and ultimately wastes time. Instead, you should have a commission plan that syncs with sales revenue goals and pays out a monthly percentage of closed deals. With this, you may need to increase base salary somewhat to retain skilled personnel for long term gains.
While you may receive a higher quantity of leads with the numbers model, the closed deal percentage model will result in higher quality sales-ready leads from follow-up on marketing generated leads (events attended, items downloaded, completed forms, inbound calls, etc.) and outbound efforts.
Your LGRs will:
Be extremely motivated to reach decision makers in order to build greater value and trust
Qualify more stringently
Create more excitement about your products or services and schedule a mutual discovery call or meeting with your SRs to advance the relationship
Know what happens to all leads
Provide feedback and insights on which marketing campaigns work best
While maintaining activity volume requirements, LGRs should attend the calls or meetings they arrange for SRs to increase their knowledge base, gain a deeper understanding of customers, qualify better, generally improve, and strengthen the bond with sales. As part of sales onboarding, new SRs should listen in on LGRs calls.
Allow LGRs the freedom to communicate with the SRs with whom they work in order to foster an environment of cooperation and a “we win together” attitude.
Utilize the aforementioned suggestions for:
Better lead acceptance
Improved organization morale
Increased sales productivity
Profitable revenue growth results
Sales and marketing alignment like never before
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I am Founder & CMO of Grow Your Sales Pipeline. I create & manage high standard, global, multi-channel B2B Lead Generation programs in order to drive profitable revenue growth for organizations. I passionately believe in service to others for positive transformation & vibrant growth.
I work with Owners, CEOs, Presidents, Partners, COOs, CMOs, VPs of Marketing & Sales & their teams to optimize & grow sales pipelines to new & more profitable levels.