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  • ESR’s STVG

    Here is ESR's highly acclaimed Sales Training Vendor Guide, Third Edition.

The Bridge Group: Some Insight Into Lead Generation

Lead Gen is a big, big issue these days for many companies.  Those companies that didn’t have an effective Lead Gen function coming into this economic crisis have a big challenge: investing the time and money now to get this done the right way.  It’s like trying to change a tire on a racing car as it’s going around the track.  If you’re in that situation, you’re not alone.

There is some good news.  It comes in the form of research and advice.

In Q4 of 2008 The Bridge Group, Inc. surveyed over 125 North American technology companies on inside sales implementations.  The focus areas were metrics and compensation.

There are some points from the survey worth considering:

  1. Where Lead Gen Reports. In 74% of the companies, Lead Generation reports to Sales, up from 68% in 2007.  This aligns with other recent research.  The reason for this is that Sales believes Marketing isn’t getting the job done for them and they need to take control of their own destiny, or at least a component of it.

  2. Mistakes. The Bridge Group points at three mistakes sales managers make that limit productivity for the Lead Generation group: a) providing product training and not sales training,  b) not providing a documented process supported by compelling sales tools, and 3) not providing coaching.  ESR’s research bears this out as well.

  3. Touches.  To the question, “On average, how many touches (from both sales & marketing) does it take to convert a ‘suspect’ to a ‘prospect’?” the response was an average of seven!  For companies focused on SMBs the average number of touches was five.  For enterprises, it was eight.  Clearly an effective lead nurturing approach can make a significant impact.

There is a reason that President Trish Bertuzzi and The Bridge Group possess an unusually high level of experience and depth of practical knowledge in the area of lead generation. They completely understand their customers and their market. This report must be required reading for every sales and marketing leader in small to mid-size technology companies.

Photo credit: © James Steidl – Fotolia.com

2 Responses

  1. I have to agree with the mistake of not providing sales training. Even if the sales rep has done nothing but sales, he still needs some sales training. If he switched to a different market, he will be dealing with a different group of people. Some experience can and will carry over, but he will still require some training to understand his target group and such.

  2. I was surprised by the fact that ” In 74% of the companies, Lead Generation reports to Sales…[because] Sales believes Marketing isn’t getting the job done for them.” No question from what I see at Sales blogs that many salespeople think Marketing isn’t getting the job done in general, and in fact, think that Marketing really has no role at all — except for lead generation. I’d suggest that better cooperation between Marketing and Sales, particularly in the areas of lead generation and lead nurturing, will increase sales, but whether lead generation reports to Sales or Marketing, it’s still a Marketing function.

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