Welcome to Step 07. Want to jump back to our full 11 step Business Growth process?
To explain: we see sales and marketing as the 'Revenue team' as they're all there to grow your business...
Asking marketing to generate X leads for sales if fine, but, not all leads are equal. Wouldn’t it be better to know the value of a lead and even the value of different types of leads such as leads from a content download, enquiry, or demo request.
By implementing the right technology, it’s easy to track the value of different types of leads by having a clear picture of:
“Every month, marketing will deliver £100k in lead value to sales, and sales will contact every Marketing Qualified Lead within 24 hours of receiving it.”
It’s important to take an agile approach so we take a ‘Judicial brand’ approach to regular review rejected leads, find out why, and look at ways to improve as a team.
If your SLA requires your marketing team to produce more qualified leads than they’ve typically been producing, we’ll audit the way you’re using your marketing production process and look for ways to reallocate resources.
We’ll assess the assets your marketing team currently produces (blogs, infographics, meet-ups, tradeshows, etc.). For each, we’ll define how many of those items you produce in a typical year, how many leads one item typically produces, and how many hours one item takes to produce. That gives us a ‘Lead per hour’ value and a clear picture of the best place to focus resource and strategy.
It’s also important to consider the amount of leads that sales can handle so marketing performance is aligned to sales capacity. We’ll identify:
We take a collaborative approach to business growth and will recommend Revenue team meetings. These are creative meetings where all ideas are welcome. These meetings are the engines that drive revenue and success based on:
Expectations of the people that attend
Once your SLA is in place, we follow the agile approach of 1) theory, 2) action, 3) outcome, 4) learn...