“Not implementing a marketing automation solution may be the ultimate career limiting move for today’s marketers.”
IDC, Marketing Automation: Keys to Success, December 2010.
Best-in-class sales organizations are very good at finding, creating and qualifying leads into their sales funnel. We call this area Above the Funnel and it’s a part of the B2B sales lifecycle process we’ve been perfecting our entire careers.
This experience has taught us how to build, launch and run Marketing Automation programs that find, nurture and qualify sales leads. And we know tried and true ways of bringing marketing and sales together in the battle for the vital Sales Qualified Lead.
Lead management creates huge pipeline impact!
According to AberdeenGroup’s Marketing Lead Lifecycle report, top-performing organizations achieved these results compared to all others surveyed:
- Best-in-Class companies’ derive 50% of the sales-forecasted pipeline from marketing generated leads (Laggard’s generate only 2%)
- 48% of leads generated by marketing resulted in closed business for the Best-in-Class, (Laggard’s closed only 2% of marketing leads)
- Best-in-Class average 20% year-over-year improvement in revenue generated from marketing campaigns and programs (compared to a 3% decline among Laggards).
As important as these programs are, smart CMO’s are well past believing that successful marketing automation programs happen easily. Done correctly, it takes time to plan and prepare for the implementation, put the structure in place, and finally begin executing. Post-launch, expect a learning curve to managing the program: getting scoring, campaigns, metrics and reporting dialed-in. If your team has not done it before you’re in for months of research, false starts and experimentation.
3FORWARD help B2B companies find Sales-Ready leads faster.
Lead Ready™ helps CMO’s implement or improve their Lead Lifecycle and marketing automation programs.
- Lead Ready™ Design and Launch
- Lead Ready™ Lead Management Makeover
Our experience, templates, resources and knowledge of best practices can save you months of time – helping you reach your lead creation goals much faster than on your own. We love talking with CMO’s about best practices for creating their B2B leads.
Would you like our perspective on where companies succeed – and struggle – in their attempts Above the Funnel? Let’s connect.
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