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Awareness
Marketing/Sales
There is a common misconception that there are two stages in the lead to revenue cycle. The first stage is generating the lead (handled by Marketing) and the second is converting the lead to an Opportunity and ultimately a closed sale (handled by Sales).It is this two stage thinking that causes much of the friction between Sales and Marketing.
The reality is that it is a three stage process with an important intermediate stage, Lead Management, that requires close co-operation between Sales and Marketing.Throwing the leads over the fence from Marketing to Sales without a feedback loop is a waste of resources and just plain stupid.
Designing the set of processes to handle Lead Management is critical to optimising Lead value and ultimately Sales revenue.Naviga can work with Sales and Marketing to set processes in place to tie Marketing and Sales together, backed by agreed SLAs and matched to departmental KPIs.These agreed processes and SLAs close the feedback loop, mitigating lead leakage.
The reality is that it is a three stage process with an important intermediate stage, Lead Management, that requires close co-operation between Sales and Marketing.Throwing the leads over the fence from Marketing to Sales without a feedback loop is a waste of resources and just plain stupid.