One of the biggest challenges many businesses face is a lack of communication between Marketing and Sales on what makes a ‘Good Lead’.
Many companies do not have a written definition of what good lead looks like. This requires buy in from the sales team and I would ask them the following question.
If you had 100 leads to call in one day, what criteria would you look for to determine who to call first?
Responses from sales may look something like this…
- High LTV/good credit score – What can they afford?
- Timeline – When are they going to buy?
Once this definition has been created, marketing can capture the data points needed to gather the ‘perfect’ lead.
The most cost effective way to qualify leads is through email marketing automation. By measuring implicit (website visits, email click through) and explicit actions (phone conversation, email correspondence) you can help prequalify what is a ‘good lead’.
What characteristics do you look for in a ‘good lead’?
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