CDW Lead Generation: From Sales Adoption to Leadership Reporting
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The document discusses CDW's lead generation program and lessons learned. It describes CDW's initial challenges with purchasing leads through third parties with no tracking or measurement. CDW then gained sales commitment, built a centralized lead repository to track sources, opportunities, and sales feedback. This allowed CDW to measure ROI and increase sales lead utilization by 20% and average order value by 5 times, closing 1 in 3 leads and achieving positive ROI. Key lessons included gaining early sales buy-in, having a tracking plan to calculate ROI, starting small with reputable partners, and avoiding assumptions.
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CDW Lead Generation: From Sales Adoption to Leadership Reporting
- 2. CDW Lead GenerationFrom sales adoption to leadership reportingDMA 2011October 5, 2011
- 3. CDW Lead GenerationSpeakersMark ThabitSenior Director, Solutions MarketingCDWRandy IlasVP, Product Development & MarketingHarte-Hanks Market Intelligence
- 4. Today’s SessionLearning ObjectivesHow to:Gain sales adoption of the lead processMeasure and track lead success (ROI)Make adjustments to “the best laid plans”
- 5. Market Observations Lead Targeting Trends“Lead” Sources & Variety Expanding“Pull Sources” Volume GrowingCosts of Qualifying Often Hidden or Missed Costs & Time to Qualify Underestimated MQL & SQL Stages and Process Standardizing
- 6. The CDW StoryMark ThabitCDW
- 7. CDW Lead Generation The CDW ChallengePurchased leads via third-party partnersNo formal system for tracking or measuringSales feedback on lead quality was not favorable
- 8. CDW Lead Generation Out with the OldGain Sales commitmentBuild the infrastructureFollow the lead
- 9. CDW Lead Generation Sales CommitmentCoordinate with SalesWhat is a lead?Do we need BANT?Person to callReason to callGain commitment to pursue leadsSend only qualified leadsNurture all others
- 10. CDW Lead Generation Lead InfrastructureCentralized lead repositoryTag each leadSourceDateCustomer nameOpportunitySales representative nameDeliver lead within existing sales toolSales feedbackSales disposition
- 11. CDW Lead Generation Sourcing the Right LeadsBased on Sales/Marketing lead definitionQuality and accuracy is criticalSet goals and forecast Harte-Hanks Ci Pipeline®More than a lead
- 12. Ci Pipeline® Opportunity Profile
- 13. CDW Lead Generation ReportingTracking ROIValidate the investmentROI Formula$Cost of SalesLead CostRun Rate---ROI=
- 14. CDW Lead Generation So What Happened?Increased sales lead utilization by 20%Increased average order value by 5 timesClosed 1 out of 3 leadsAble to deliver positive ROI
- 15. CDW Lead Generation Lesson LearnedBest Practices:Lock-step with Sales
- 16. Follow the lead
- 17. Validate ROI
- 18. Pilots with partnersCDW Lead Generation Lesson Learned – The Hard WayThings to avoid:Don’t send all leads to SalesDon’t underestimate the hand-off processDon’t Assume
- 19. CDW Lead Generation Our Work is Never Done
- 20. Mark [email protected] [email protected] more information, contact:CDWwww.cdw.com1-800-800-4239Harte-Hanks Market Intelligencewww.citdb.com1-800-854-8409Q&A
- 21. CDW Lead Generation Keys to SuccessGet sales buy-in up front
- 22. Have a plan for tracking leads in order to calculate the ROI of your efforts
- 23. Select high quality, reputable partners
- 24. Start small
Editor's Notes
- #6: Lead targeting – view of the market CDW overviewProblem statement: Improve led process. Getting Sales to adopt the lead process. Ultimately, creating a seamless process of sending qualified opportunities to Sales.
- #8: Purchased leads via third-party partnersWebinarsWhite papersCase studiesNo formal tracking or measuringSales and MarketingSales feedback was not favorablePoor quality
- #9: Gain Sales commitmentQuality vs. quantityBuild the infrastructureFollow the lead
- #14: Tracking ROIValidate the investmentROI FormulaProfitLess lead costLess run rate (business we would of got anyway)Less sales commission
- #16: What To Do:Lock-step with SalesNot too late to start; Training sessionsCommunicate, communicate, communicateFollow the leadCreate ability to track from start to finishValidate ROIValidate existing expenditure; Secure future fundsPilots with partners
- #17: 3 Things To NOT Do:Send all leads to SalesUnderestimate the hand-off processAssume (next steps for Sales; understanding of process; communication to Sales)
- #18: Improving lead qualityWork with partner Share best practicesShare sales feedback
- #20: Get sales buy-in up frontHave a plan for tracking leads in order to calculate the ROI of your effortsWork with high quality partnersGet started! (learn from our mistakes but don’t be afraid to make your own mistakes – it’s an iterative process but well worth the effort)