If your answer is yes, please don’t blame your lead generator for problems like low revenue or poor sales. They’re not responsible for the failure of your organization.
Why is that? Aren’t sales leads the only way you’re ever going to create sales opportunities? Isn’t the quality of your leads important to the success of sales?
Yes, they’re important and yes, they’re a key component.
The problem is that they’re not just the only component!
Think of it like having a super handy vacuum cleaner. It does its job so well regardless of what room you’re in. It’s waterproof, metal proof, and hey, let’s assume it can even vacuum walls!
Are you just about to throw out your dishwasher though? What about your washing machine? Or how about your stove?
It’s common sense really. Much like how a video card isn’t the only component in a PC, sales leads aren’t the only components you need to succeed at B2B marketing and sales. You’ll need the right sales person to close your sales leads. You also need the right engineers and the right account managers to also deliver on the promises made during the sales appointment.
It’s easy to think that just because something is a key component, it means everything’s supposed to run perfectly so long as you have that. But in reality, things couldn’t be further from being so cut and dry.
So to answer the question, yes your sales leads are just the key components to your marketing strategy. Thus, it’s only logical to assume that you:
- Define/identify the parts that depend on them – These can automatically include experienced sales reps but it can also extend to the people who will actually be in charge of setting up infrastructure and all the way down to the coding labor.
- Determine the mutual relationships in–between – Lay down on how all the other parts involved are interacting with your sales leads. Does improving product/service quality result in better leads? Are the leads coming out differently because your sales reps are targeting a new market? Having a key component doesn’t imply a one-way relationship with it.
- Measure the combined costs of ‘cheaper’ parts – Sometimes the costs of the sales leads pale in comparison to costs of other necessary requirements for an effective sales process. The real bad news though is when the calculations happened after you invested so much in sales leads and find that there’s hardly enough left for anything else.
It’s like learning how to build your own car. You’ve got to decide which is more cost-efficient to acquire first. Is it the engine? The wheels? The frame? Likewise, your lead generation strategy has its own share of variably priced components. Your key component shouldn’t be the only thing accounted for in your budget!