Welcome to Step 06. Want to jump back to our full 11 step Business Growth process?
Why? The more qualified a lead is, the more likely they’ll help you achieve your revenue goals. Your Revenue team (sales and marketing) need a shared understanding of your ideal lead so that marketing can generate leads that your sales team can close into customers. As a HubSpot Certified Partner, we use a lead qualification matrix to make sure your sales and marketing people are productive and effective.
If you have HubSpot Sales Pro or HubSpot Marketing Pro, we’ll use Workflows to automatically remind your sales team to nurture customers, ask for referrals, and check with previously lost opportunities to see if now is the right time.
The Prospect Fit Matrix is a list of criteria that helps you determine if a prospect is a fit for your products/services and how good of a fit they are.
How is this used? Take a step back to the different lead types. Before you spend time with the different types of leads, you’ll use the Prospect Fit Matrix to identify the leads that have the best chance of becoming your Ideal customers.
Using the Prospect Fit Matrix, you’ll have a good idea if a company has the right attributes to become an Ideal customer. But, not all good fit companies are created equal so it’s important to identify their sales readiness for your product or service and if your prospects demonstrate that they’re ready to talk to sales. A person can be a good fit for your product or service, but if they aren’t interested in talking to you, you need to leave them alone and give them more time to be nurtured and educated.
To measure sales readiness, we’ll identify the actions people take that are correlated with purchasing your product or service.
We’ll determine the cut-off between good-fit and poor-fit leads; how many checkboxes from your ideal customer profile does a lead have to check off to be a good-fit lead? Are there any boxes that EVERY lead MUST check off, regardless of how many other boxes they check off? And once we have all the answers, we’ll create a matrix that shows what to do with Good fit and Poor fit leads, as well as Hand raisers, Sales ready, and Unready leads.
Once we have your lead qualification matrix confirmed, we create a strategy for how you handle these leads such as:
Part of a good lead qualification framework is to know the stage that each contact is at and when the prioritise them.
For this reason we use some of the tools within HubSpot in the following way:
Now it’s important to create contacts lists for your sales and marketing teams to work. Taking a look back at the different lead types, we’ll create lists and views in your HubSpot CRM and Marketing so that your sales and marketing teams can easily find the right contacts and include them in their day to day activity. Some of lists and views we build are:
Once your lead qualification process is in place, we follow the agile approach of 1) theory, 2) action, 3) outcome, 4) learn...