Lead Management.
B2B sales processes in a global environment tend to be highly complex and highly abstract at the same time. The complexity of the products sold and the high monetary investments at stake require a lengthy informational exchange and the involvement of different experts in different stages of the process. Being able to address the specific information needs in every stage of every individual project becomes a key for a successful closure of a sale.
To fulfill this requirement, companies should start documenting their clients’ general background and their specific requirements with data generated from all sales and marketing activities and make them accessible to all involved members in their organization through a centralized CRM tool.
This lead relevant information helps to improve the strategic planning of marketing and sales initiatives, generate more business more efficiently and will bring more transparency to the success controlling of marketing and sales activities.
LEAD MANAGEMENT AS A KEY ISSUES OF OVERALL MANAGEMENT
FairControl can help you to find answers to key issues of general management by implementing a systematic lead management process.
FairControl unterstützt Sie in der Beantwortung zentraler Management-Leitfragen durch die Implementierung eines systematischen Lead Management Prozesses:
How efficient are your marketing and sales activities? What is the relation between expenses and outcomes?
- KPI calculation, ROI measurements
How can you identify potential customers and how can you nurture them to become actual buyers?
- Development and documentation of an individual set of lead qualifying questions
- Development of a lead scoring scheme in order to prioritise customers
- Development of a lead nurturing system
What are the specific interest and needs of your potential clients, what is their background and in which project development / sales stage are they?
- Documentation of areas of interest, backgrounds and sales and marketing activities in a CRM tool
How can your company win a potential client with a tailor-made offer?
- Follow-up interested parties in a timely and efficient manner by directly addressing the prospects’ needs with consultations that tightly connect to the respective project stage
GOALS
Important aims when implementing a Lead Clearing Center that operates independent from you local resources include:
Improve efficiency
- A standardised documentation of all sales contacts and lead qualifying information at all of your events allows for a measurement of unified KPIs and, consequently, the implementation of a benchmarking system to compare the outcomes of different events. These results will help you identify success factors and will serve as a basis for your future planning of marketing activities and budgets.
Improve effectiveness
- Implementing a quick and reliable workflow that is independent from your local resources will take some strain from your marketing and sales teams and allow them to focus on their core tasks. The lead information will be provided comprehensively in an electronic format within days and the flow of information is speeded up.
Improve availability of information
- Important lead qualifying information and KPIs are accessible in your CRM tool just days after the event. Leads can be forwarded to specific sales representatives or distribution partners, who can access the whole set of available information for a more efficient follow-up. Making sure that all leads are managed within the CRM tool gives you a comprehensive view of activities going on and makes sales forecasts more precise.
Improve lead quality
- Collecting data in a standardised way and tracking the respective KPIs ensures a high quality of your lead data. Lead and process quality can easily be controlled with the KPIs and the risk of data losses – for technical or human reasons – is minimised.
Do you want to learn more about all of FairControl’s lead management services?
Please do not hesitate to contact us for any individual inquiry: Contact