Lead Flow Management
Lead Flow Management in lead management framework defines the success of marketing to a very large extent through the efficiency with which the generated leads are scored and routed to enable timely follow-up.
Lead Management framework defines the success of marketing to a very large extent through the efficiency with which the generated leads are scored and routed to enable timely follow-up. A well planned and implemented Lead Management Framework is the key driver for the success of both sales and marketing organizations. It spans across all the teams from marketing, SDR, inside sales to field sales and is powered by countless technologies these days. Business is constantly changing with new reps coming to the organization, new territories added to the sales plans, new marketing channels opening up and all these changes happening across CRM need constant review and updates to the lead management framework to make sure that all the systems and their associated workflows, rules align with such business changes so as not to affect the lead flows in any ways. A well documented and optimized lead management framework is critical for the success of marketing organizations.
At marqeu, our professional services and lead management experts have helped different organizations focused on different sales segments (mid-market, SMBs, Enterprise, direct to consumer) with designing, implementing, documenting and constantly optimizing their lead management processes so as to drive efficiency by constantly improving funnel conversion rates and contextual customer engagement with timely follow-ups with the engaged leads. Leveraging our deep expertise in analytics across sales and marketing data, we are able to use the insights and custom make the lead flow management frameworks (with conversion rates, SLAs) aligned with how an organization operates.
Our lead management framework implementation comprises of 6 key areas that span across sales and marketing organizations:
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Working with sales and marketing organizations to gather the insights about the lead flows and understand the funnel stages (both for leads and opportunities).
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Mapping these inputs to the existing demand funnel/revenue model to understand the gaps; recommend changes based on the operating model of the organization and field tested best practices.
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Once the changes are approved by the key stakeholders, align the operating model (and re-design, if needed) with the demand funnel across all sales and marketing systems.
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Understanding historic conversion rates (across the funnel), aging/velocity and SLAs to come up with the benchmarks for the optimized lead flow model.
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Aligning the key components of the marketing tech stack (like lead scoring, lead routing, analytics) to work in resonance with the lead flow model and sales operating model of the organization.
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Setting up the closed loop reporting framework to help the key stakeholders monitor the performance and discover insights for optimizing the framework.