Is Your Lead Generation Strategy Optimized for Your Sales Team?

Most businesses understand the importance of lead generation, viewing it as one of the biggest controlling factors for a sales team’s success. However, all those leads won’t do your business much good if your sales team isn’t able to convert those leads into actual sales.

Flaws in your sales team and sales strategy can contribute to a poor close ratio; for example, you might have under trained or inexperienced staff members, or use incomplete arguments when trying to close a deal. But even with a perfect team in place, your sales may be off if your lead generation and sales strategies aren’t working together in harmony.

How Lead Generation Should Support Sales

Since lead generation often works automatically behind the scenes and your sales people are the ones drawing a salary, you should work to optimize your lead generation system to allow your sales team to become and remain as productive as possible. These are some of the best ways to do it:

  1. Anywhere access. According to Dialpad, only 19 percent of workers are actually at their desks for 40 hours or more every week. Today’s sales force is constantly on the go, thanks to traveling demands and the ability to work remotely with convenient tablets and smartphones. If a team member gets an unexpected call from a prospective lead, they need to be able to quickly retrieve the pertinent information on that lead and start selling. Having a system that can be accessed anywhere (e.g., a cloud-based CRM platform) is ideal to give your salespeople that 24/7 access.
  2. Pre-qualification. Next, you’ll want to ensure that your lead generation strategy is passing only the most qualified leads to your sales team, or at least prioritizing them according to how likely a client is to buy. You can do this by segmenting your audiences with specific marketing strategies, traffic patterns, landing pages, and other sales funnel optimization techniques. According to Hubspot, one of the best ways to do this is by creating separate offers for each phase of the buying cycle, segmenting your lead types by how close they are to an actual purchase.
  3. Complete information. Today’s business world relies on an abundance of data to make the best decisions. According to Marketo, 5 Exabytes of data is created every 2 days—the same amount of information created between the dawn of civilization and 2003. If you aren’t capturing as much information as you can about your prospects, your sales team won’t be able to work as efficiently. Utilize a CRM that allows for extensive, yet intuitive note taking, and collect as much data on your customers as you can over time.
  4. Steady flow. A consistent sales performance depends on a consistent flow of leads. It’s hard to perfect, since the ebb and flow of inbound leads will change based on market conditions and competition, but the more regular you can make this, the better. Consider implementing a system that distributes leads based on current work volume, or de-prioritizes leads that don’t meet a certain threshold of relevance. If you notice your lead flow starting to dry up, invest in new strategies to bring it back to normal.
  5. Instant notifications. Average first-response times for B2B companies responding to leads is 42 hours, but your chances of success will rise dramatically if you can respond within 2 hours. Thanks to modern technology, that’s certainly possible. Your lead flow system should have a way to instantly notify your staff that a new prospect is ready for contact. The more convenient this is, the faster your salespeople can respond.

How to Optimize                                                                                                               

If you notice that your lead generation strategy is out of sync with your sales team, you’ll want to begin the optimization process immediately. You have a few options, depending on the systems you currently have in place, your goals, and the nature of your industry.

The easiest, yet most intensive direction, is to scrap your current systems and redesign a new framework from scratch (with direction from your sales department, so you can prioritize the right areas). However, you could also make tweaks to the systems you already have in place, such as instilling new protocols or segmenting your audience with multiple landing pages rather than just one.

However you choose to improve your system, the closer you get to ideal synergy between lead generation and sales, the more profitable your operation will become.

About Larry Alton

Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. Follow him on Twitter and LinkedIn.

3 Responses to Is Your Lead Generation Strategy Optimized for Your Sales Team?

  1. The listing is quit best generating back links to website.

  2. Marcos Roger says:

    Great content!!I await new posts.

  3. Nick Leppo says:

    Very clear information! I liked your approach on how lead generation supports sales. Thanks for sharing