Lead Generation (Inbound and Outbound) has been described as “sifting through hundreds of ‘no’s’ to find one ‘yes.’” It has also been accurately described as “banging your head against the wall eight hours a day, five days a week”
Yet most sales or marketing leaders can agree the importance of Lead Gen and on a few other points:
- A good Lead Gen team can dramatically increase both sales and marketing effectiveness
- A bad Lead Gen team costs a lot of money and can have a negative impact on company perception, sales and marketing
- Lead Gen is among if not the hardest team in a company to keep motivated and productive
- Lead Gen teams are prone to high rates of turnover, impacting cost and productive
These points and more are why IActionable has developed Engage for Salesforce – which adds game mechanics to increase engagement, participation and competition within and between Lead Generation teams. Show your Lead Generation team members where they stand in real time, how they are contributing company success and communicate expectations and recognition directly to their screen.
Many Lead Gen managers use archaic and inefficient ways to accomplish these goals. Daily huddles, weekly meetings, endless emails, whiteboards or spreadsheets with performance metrics and so fourth. What is result of these not being in real-time? To answer a question with a question: what is the point of telling people where they stand in the first place? To light a fire under low performers, give recognition to the top performers and to motivate the rest.
The answer to the impact of feedback not being in real time is a marked loss in productivity. Engage can take it even a step farther – for those that are not top performers, they can see where they are doing well, where they can improve and what puts the top performers at the top. This is dramatic – exporting the behavior patterns of your best Lead Gen reps to the rest of the team.
Now, at IActionable we will be the first to say that engagement in it of itself is not a business impact – in fact, it’s a buzzword. Let’s look at common performance metrics for Lead Gen teams, assuming an average sales price of $15K. Odds are your primary daily metrics look something like this:
|Activity Calls & Emails||Lead Response Time||Lead Conversion Rate||Set/ Held Initial Meetings||Set/ Held Demo||Pipeline Created||Qualified Sales Opps||Closed Deals||Booked Revenue|
What happens if you increase this individual’s raw activity levels by five percent? Now what if the entire team’s activity levels increase five percent? What if you reduce your lead response time by half, which quadruples your lead conversion rate? Engage can be targeted at specific behaviors and specific metrics – not just for the nebulous concept of engagement.