Lead Management and the Funnel Model

 

Recent B2B trends in lead management have sparked an updated funnel model from our friends at SirusDecisions. In the above video we disect the new model and identify (1) how and why it can bring sales and marketing even closer together and (2) how you can leverage it to begin to make future pipeline ROI predictions.

 

Why Funnel is Good for You

 

Adopting a funnel model provides 3 main benefits:

 

1. Provides an Actionable Approach to Fixing Lead Quality

2. Provides Conversion Benchmarks against your peers and competitors

3. Leverages Current Trends in Lead Management

 

Recent Lead Management Trends

 

One of the big B2B trends is the insertion of a telesprospecting team within the funnel model. So does this mean you should rush out and implement one?

 

Adding a TeleProspecting Component Makes Sense if:

-You already have a TeleProspecting team

- Normal Lead Scoring cannot not fully qualify the lead adequately

- You have extremely stringent lead qualification criteria

- BANT Criteria is essential in lead qualification

- A high number of MQLs are being rejected by sales

- Your lead routing and assignment processes are too complex for automation

- You need to fully block certain unwanted leads (stealth competitors, etc.)

 

TeleProspecting Probably Doesn’t Makes Sense if:

-You don’t have the staff to manage them

-Sales wants ALL MQLs. They have plenty of time to qualify them

-Sales doesn’t have enough qualified leads, period

-Almost all automated MQLs are accepted by sales

-Lead routing and assignments are fully automated

 

Funnel Metric Possibilities

 

-Funnel Pipeline by Channel by Stage

-Funnel Conversion % by Channel by Stage

-Funnel Time by Channel by Stage

-Funnel ROI by Channel

-Predictive ROI by Channel over Time

​